Reset Password| Help|

4A’s Business Development Blog

  • View All Posts |
  • Print |
  • Share|
  • Subscribe

 ‭(Hidden)‬ Admin Links

Mr. Stephen Boehler

Arrogance or Insanity?

I've had discussions with several very senior agency folks from many of our top agencies over the past few weeks, and have an unsettling reaction to what I'm hearing. Either there is widespread arrogance—or widespread insanity—at the most senior levels of many of our finest agencies.
Let me explain. The conversations have started off (as many water cooler discussions undoubtedly do) with a great deal of bemoaning about the economy and the prospects for this year. Upon hearing that less than rosy outlook, I inevitably ask "what are you planning to do differently in 2009 that will help your agency achieve your goals?" The answer has routinely been that the agencies plan more of the same. More effort. Being more aggressive. Really hitting on the reviews the agency is invited into.
This, my friends, is madness. 2009 is going to be a tough, tough year, and to think that you'll do better by just working harder, or that you'll somehow miraculously do a better job in 2009 than whatever you did in 2008? Well, that's just crazy.
It's time to draw a line in the sand and recognize that there are structural problems with client retention and with business development in the agency universe. It's time to put in place strategies that will prevent client losses. It's time for "new" new business strategies. It's time to learn how great sales teams really sell in other industries, as opposed to the generic new business pitches that are given in most reviews.
The good news is that the agency industry in the US is filled with remarkably talented folks. The rest isn't rocket science. It just takes senior leadership to take a stand and decide that doing the same thing over and over again and expecting different results is insanity.

View All Posts


Change is inevitable

I agree that the chatter is that we'll do more of the same, but the reality is that a lot of agencies are making big changes in what they do, how they do it, and how many people it takes to do it. I suspect none of us feel comfortable talking too openly about success or failure in the environment. It's hard to figure out which elevator speech is less compelling to existing clients, prospects and especially competitors....that we're growing like crazy, or that we're re-evaluating.
Posted by Ms. Mary Lorson (Friday, February 13, 2009 11:40 AM)

The Elevator Story

Great response. The notion of an "elevator story" is antiquated and symbolic of how out of touch many agencies are with great selling skills.

I believe that the notion of the elevator story - whatever it is - is a failed notion. It's us talking about ourselves. Clients want agencies to talk about them, to understand their business issues, and to bond with them around those issues.  In our sales training work, really innovative agencies are re-inventing their approach to strategic selling to do that. 
Posted by Mr. Stephen Boehler (Friday, February 20, 2009 12:47 AM)

Please leave a comment

Comments are moderated and will appear shortly after submission.


Body *

Full Name *

Web Site URL

Type the Web address: (Click here to test)  

Type the description: 

Image Verification
Refresh page.  
Please enter the text from the image

[ Get New Image ]
My Notebook

My Notebook

4A's Agency Communications Summit 2016
June 8 | Conference
Come meet the most important journalists covering the advertising, marketing and media industries today.
> Learn More

View All Events

Untitled 1
Login error. Please try again.
Sign In