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Mr. Cleve Langton

New Business Imperatives for 2009: Cleve Langton's Top 10 "Do's and Don'ts"

At the 4A's New Business Transformation Workshop in Chicago, Cleve Langton, founder of New Business 3.0 Inc and author of New Business Lessons from Madison Avenue discussed 2009 new business imperatives. Cleve summarized his imperatives with 10 suggestions:
10. DON'T pitch everything that walks – be selective.
9. DON’T stretch the truth on the RFP – it's a two-way exercise.
8. DON'T use a team member if he/she is a weak presenter, no matter how smart they are.
7. DON'T go overtime no matter how brilliant you think the content is.
6. DON'T stop at a communications rationale – it must be tied to a business ROI.
5. DO follow-up with methodical, pre-planned steps. No follow-up – no passion or commitment – love 'em and leave 'em.
4. DO have 3 rehearsals even at the expense of excluding last minute "flashes of brilliance."
3. DO ask questions throughout the process and make sure you proved you've listened.
2. DO identify the 3 key points that you will reinforce throughout your presentation and validate where possible
1. DO make sure that there’s tight (left brain) linkage between the strategy and creative solution.

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Start with business issues

Cleve's 10 point list is excellent. Point 6, "Don't stop at a communications rationale - it must be tied to a business ROI" is especially spot on.

I'd also like to take that point a little further: I'd suggest one of the main starting points is to go beyond understanding the perceived communications challenge and ensure you understand the business issues the prospect faces and what the implications are of those issues. Selling begins with understanding - and you must understand a prospect's business issues and the implications of those issues in order to have an interactive discussion. Do that and you'll stand out from competition.
Posted by Mr. Stephen Boehler (Wednesday, February 25, 2009 7:30 PM)

Thanks Cleve

I attended the seminar yesterday and it is always good to be reminded of what needs to be done in the midst of the chaos. I have attached a web address to a recent white paper we wrote re: RFP's,
Posted by Ms. Carey Jernigan (Thursday, February 26, 2009 4:39 PM)

Client's Who Expect ROI With small budgets

#10 is so true. I recently pitched a client who hired me and before the work had even begun unhire me. He mentioned he didn't have the budget.
What disturbed  me most is he has been in finance .
He has asked me to cut my rates considerably and grow with his business.
My fear is the fact that if I do not have the budget then I do not have the tools to do my job. My agency's reputation is at stake here. Even with this challenging economy it is never worth going in knowing the budget won't do the job clients expect.
Posted by Ms. Debra Freligh (Wednesday, March 11, 2009 8:20 PM)


Mr. Langdon's advice is excellent.  His depth of experience and knowledge of the business is tops.  He learns, trains, explains, advices, teaches and inspired.  He is The New Biz Guru.
Posted by robert gibralter (Wednesday, April 15, 2009 1:48 PM)

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