Most of the feedback we get on this Partner Portal is from Agencies and Marketing Consultants asking for more about their own business development and growth.
Client CMOs are one obvious path to more deals… A) Read what CMOs are thinking B) Consider their options and your competitors C) There are other ways in(side) D) See the below BizDev solutions to inspire your own plan …
Below we have compiled (from conversations with you and our own proven methods), 8 of the best ways to enhance your reputation, build trust, and increase deeper conversations with your clients and prospects:
1- Expand your Sales Mindset. Shift your existing promise for Customer Success towards a similarly comprehensive commitment to Prospect Success. Start by making your agency your best client … just try to be a good client and commit some budget, time and resources. Put sales projects in your company-wide traffic and production flow. Make the usual time for market research and brainstorming – but include your barnstormers. Rally the team and Get Psyched with encouragement, questions, challenges, mockups, whatever.
2- What is your differentiation from competitive Agencies and client’s in-house solutions? (The best answer will be the truth … NOT “everything.”). So, what is your Why? Is it your attitude and passion for a vertical industry or ecosystem of related services? Is it your data science integration? Is it how well your team responds and anticipates needs? … this is one of the best. You will need to do your homework for your core proposition and promises in relation to the overall market, revenue projections, and your in-house (and proven partnership’s) technical/analytical and marketing skills.
3- Are you practicing what you preach? Do you stick to a plan to focus your brand marketing (inbound lead gen) and (outbound) Sales efforts across everything – your research, blog/social posts, case studies, collateral, webinar interviews, conference panels, job descriptions, your annoying website chatbot, etc? Are you striving to be an industry leader in your areas and demonstrating how this impacts your clients?
4- Say no to say yes. Match what you do best ONLY with prospects that you have researched and know they are the right targets for the real you. Say no to everyone else (this is the hardest thing on this list). Flow like water around the wrong distractions and market shifts towards the most righteous relationships. If your process is relevant and persistent, you will earn the right conversations.
5- Do you actually care about your client’s business (read: Sales)? Account Based Marketing (ABM) is getting buzz theses days. Just remember that it is one of the oldest, and most obvious, concepts in selling – understand your client’s needs and process for solving them. Then really help… particularly if it is adjacent to your services. This builds your value as someone who cares beyond your self interest.
6- Help them apply new methods to solve old problems. Since it is folly to pretend you can keep up with all the latest shifts in technology, it is better to translate new implications to their specific opportunities. This is one of those, don’t tell them what to think, teach them how to think about innovation. Also invite them to pilot and learn… start small with something big – e.g., make it easy for them to test Voice Search Optimization on a promotional landing page. Design content to provoke or make them look good. Enable everything with handles so it can be shared. Track what happens to optimize this amplification and your all important referrals.
7- Referral Networking is a team sport. Pass the ball so they can score. High five. Share a beer. Regularly say, “Where did you hear about us? Since we are a referral-based business we always throw a deal to who sent you our way. Or we make a donation to their charity of choice … by the way, do you know about our Referred Client Package Deal? … we look forward to you offering it to your network too! Since you are an ideal client/partner, you are sure to know others that will appreciate our methods and models.”
8- Don’t be just a tool. Yes, use your CRM system to efficiently segment and keep track of client details. But your marketing-minded targets see through cold, calculated, automated pings. Don’t pretend. Be human. Reach out directly with something relevant, inspired by those nuanced segments. This is a good way to introduce your latest most pertinent client success case study!
BONUS: Sales Secrets from David: Media/Marketing Channels change, but human nature does not. So don’t be a know-it-all jerk. Bring researched relevant knowledge to every conversation, but also sincerely care enough to ask questions and learn about their career plans, company culture, and internal processes. Remember that your next goal is to get the next meeting. Get inside their buildings and trade show booths … literally walk the halls!
Save them time and solve their problems … not just promise capabilities. Consider these Tips on Selling Out. Discover how to help them specifically with THEIR Jobs To Be Done (thanks, again, Clayton).