David disagrees with Blair’s model for growing existing accounts in the post-AOR era and then offers his list of 6 ideas on the topic.
Win Without Pitching®: Thinking
When I think of the firms that drive numerous inbound leads they all have one very clear thing they do. Their lead generation efforts are as focused as their positioning. They’ve resisted diluting their efforts across numerous channels, avoiding Warren Buffet’s admonishment that “Diversification is for people who don’t know what they are doing.”
It takes a lot of work in fact to generate a steady stream of good referrals and it’s no surprise that very few firms ever get to this place where the business is sustained and growing entirely by doing great work for good clients and systematically asking for and following up on referrals. It is however the highest form of “marketing” that we should all aspire to.
There’s a word you need to hear that I’ve been struggling to say to you. I’ve been keeping it from you because I have incontrovertible proof that you don’t like this word. Now, you, the individual, might be an exception but you and your peers as a group don’t like it. I know because every
Agency business development is a cocktail of sales, marketing and public relations activities. To be successful, your firm has to possess assets in each area.
An article by Blair Enns on adding some outbound activities to your lead generation mix
Recently, I wrote about my Closing the Loop email that’s a bit of a secret weapon when it comes to raising deals from the dead. I received some comments and many more emails about the fantastic responses people were getting from it. One of the emails asked me if I had a similarly effective email template for
A couple of years ago I wrote an article titled, ‘I Wish I’d Said That: Seven sentences to get you out of sticky situations.’ Just as there are words you can employ to helpful means, there are also words that you should avoid to keep you out of trouble and in control of the buy-sell
For years I counseled that rather than leave a voicemail when doing telephone introductions, you’re better off hanging up and dialing again at a later date. Then someone (I wish I could remember who) explained the dynamics of cold calls and voicemail to me in a new light: “Knowledge is power…”
Even the most specialized firms are capable of delivering a range of services that are broader than their declared specialization. It’s tempting, therefore, when making a telephone introduction, to pursue all the work that your firm is capable of instead of focusing on the work that it is best at. The mathematics say that if
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