What you are really good at? What is your favorite discipline? „Placing them questions agencies, so you get unfortunately as marketing manager often evasive or no meaningful answers. While many agencies have really good solutions when it comes to the positioning of their (potential) customers, but if they are to hone their own, this is a Herculean task. So you can collectively describe the opinion of about 40 marketing decision makers, with whom I have spoken, to find out what are the agencies New business well and where they can improve.
To be fair, one must admit that the agencies in terms of their own positioning have made progress in recent years quite: More and more, that just as no and medium Agency does not constitute a „we-can-all-approach“ meaningful and credible can. Especially small structures can no longer hold out for all communication disciplines the current state of knowledge and update. Even agencies that are at home in the digital domain are, here facing massive challenges. Although they are no longer anything can, many service providers a remarkable Bauchladen still carry around with you. Even without the sign of the „integrated communication“ or the Full Services it is then difficult to identify his best discipline. Here every customer wants to know what an agency can do best. Only there they can help make sense. The positioning of the all-rounder shaft reduces unfortunately the credibility and leads to the sidelines.
No Junior answer the phone
Critical are the voices of those responsible for marketing, when it comes to the first contact of agencies to potential new customers; This is usually done by telephone. The phone is definitely regarded as a useful tool for the first contact. However, make agencies often the mistake that they can call center or juniors colleagues on the line. Asks a potential customer here for, so he receives usually only the reaction that he likes can discuss in detail in a personal meeting with the manager of the Agency’s reply. So of course you also achieved no credibility and expertise is not conveyed well. No marketing manager expects serious that the manager of the agency itself performs the telephone cold calling. It is known that these employees have to perform other tasks. But the colleague who telephoned, should have a little experience. These have usually had neither youth nor call center.
On the grounds there is at
In addition, I have talked with the marketing decision makers about the reasons why from the perspective of a responsible agency should talk to a service provider. This question is also considered by the agencies as challenging. Often, agencies and their jobs too much to the fore; later in an interview you want to talk primarily about himself. That may well be well-intentioned, but has for the potential customer no benefit. Such an approach is also not limited by competing agencies from, since the vast majority argue exactly. If you want to get an appointment today, so you have to bring a non-material benefits in return the contact person for this one hour of his time. And is not in presenting an agency.
Demand Feedback
Many agencies have responded to this development and look from their perspective, the communication of a potential new customers on. In a personal conversation you want to show him this knowledge in the form of a feedback. There is clearly a benefit and it has dealt with the work of the potential customers in advance; This is a clear advantage. However, you do not have any briefing and Insights. So you do not know which of the proposed solutions are ever implemented, which were not liked in the past and which were unsuccessful. How can an alternative be? Much more exciting it can be to leave his perspective and to talk with customers of potential new customers. These people have not yet Insights Briefing. Your opinion should be interested but every marketing manager. And along the way you get so in a genuine dialogue and is perceived as an equal partner, who has something to say. So New business is today.
Dieser Beirag ist auch bei Marke 41 erschienen.
To be fair, one must admit that the agencies in terms of their own positioning have made progress in recent years quite: More and more, that just as no and medium Agency does not constitute a „we-can-all-approach“ meaningful and credible can. Especially small structures can no longer hold out for all communication disciplines the current state of knowledge and update. Even agencies that are at home in the digital domain are, here facing massive challenges. Although they are no longer anything can, many service providers a remarkable Bauchladen still carry around with you. Even without the sign of the „integrated communication“ or the Full Services it is then difficult to identify his best discipline. Here every customer wants to know what an agency can do best. Only there they can help make sense. The positioning of the all-rounder shaft reduces unfortunately the credibility and leads to the sidelines.
No Junior answer the phone
Critical are the voices of those responsible for marketing, when it comes to the first contact of agencies to potential new customers; This is usually done by telephone. The phone is definitely regarded as a useful tool for the first contact. However, make agencies often the mistake that they can call center or juniors colleagues on the line. Asks a potential customer here for, so he receives usually only the reaction that he likes can discuss in detail in a personal meeting with the manager of the Agency’s reply. So of course you also achieved no credibility and expertise is not conveyed well. No marketing manager expects serious that the manager of the agency itself performs the telephone cold calling. It is known that these employees have to perform other tasks. But the colleague who telephoned, should have a little experience. These have usually had neither youth nor call center.
On the grounds there is at
In addition, I have talked with the marketing decision makers about the reasons why from the perspective of a responsible agency should talk to a service provider. This question is also considered by the agencies as challenging. Often, agencies and their jobs too much to the fore; later in an interview you want to talk primarily about himself. That may well be well-intentioned, but has for the potential customer no benefit. Such an approach is also not limited by competing agencies from, since the vast majority argue exactly. If you want to get an appointment today, so you have to bring a non-material benefits in return the contact person for this one hour of his time. And is not in presenting an agency.
Demand Feedback
Many agencies have responded to this development and look from their perspective, the communication of a potential new customers on. In a personal conversation you want to show him this knowledge in the form of a feedback. There is clearly a benefit and it has dealt with the work of the potential customers in advance; This is a clear advantage. However, you do not have any briefing and Insights. So you do not know which of the proposed solutions are ever implemented, which were not liked in the past and which were unsuccessful. How can an alternative be? Much more exciting it can be to leave his perspective and to talk with customers of potential new customers. These people have not yet Insights Briefing. Your opinion should be interested but every marketing manager. And along the way you get so in a genuine dialogue and is perceived as an equal partner, who has something to say. So New business is today.
This Beirag has also appeared in Marke 41