Agency Mindset, Pitching, Prospecting
View All Posts
Cold calling has always produced only modest results, and today’s avoidance-enabling technology only makes it easier for prospects to hide from your phone calls and ignore your e-mail. If you feel guilty for not spending enough time cold calling and cold e-mailing, here’s a really good excuse to stop: it doesn’t work.
If agencies spent more time and energy on making and marketing a relevant, differentiated “product,” they could spend a lot less time and energy on trying to sell it. Most of the agencies that constantly kick themselves for not devoting enough effort to “prospecting” are the same ones that have devoted below-average resources to marketing their own brand.
You need a multi-dimensional publicity plan…the only limit is the amount of creativity you apply to marketing your own brand. So, stop thinking sales and start thinking marketing, with how the product (your agency) is positioned in the marketplace.