Things you need before deploying New Business support (Pt2)

Assuming you read pt1 you’ve now got kick-ass cold-channel creds. Well done you… and you’re welcome (those bad boys are going to prove invaluable in all interactions that end with someone telling you that sending an email with creds is the only way to start the process).

But how can we avoid just becoming creds-emailing monkeys? Well, it’s basically down to your approach and setting realistic expectations. If you want to become Kellogg’s agency, you can’t just call the number on the website and tell whoever answers that you want to become their agency. It might seem the most direct route, but you just make it easy for the gatekeeper to send you back to your creds emailing duties. Instead, set yourself smaller goals: maybe just call to find out when their current agency is up for review. No agency is retained indefinitely, and when sales or impact dwindles (even if it’s not the agency’s fault) it’s one of the first things that gets a good shaking. If they’re nice enough to give you a time frame, just ask what you’d need to do to get your name in the hat. Simple, non-confrontational and non-salesy… you’re just having a chat.

If you try to sell cold and hard you WILL fail. If, however, you just try to find out a couple of simple pieces of information, you might end up having a better conversation than you expected.

NEXT TIME: Pt4. Just joking. Pt3.

My two favourite words: what creds can learn from Netflix

Do you know what my favourite two words in TV entertainment are? Breaking Bad? Stranger Things? Jessica Jones? Nope, none of those… it’s “SKIP INTRO”. Yes, that simple little option on Netflix to quickly get the show on the road without any further delay impresses me every time. How amazing that someone is happy to put ego (and 5 mins of random names) aside and simply ask themselves ‘why are people here?’.

I used to consider myself ‘king of the fast-forward’ back when VHS was a thing (and even more so once the likes of Sky and Virgin HDs took over from tape). I could land you on the first second of an actual show at will, laughing with glee as the impotent credits zipped past. If I added up all the seconds I’ve saved in my life (minus, of course, all the back and forth on the rare occasion I overshot) I’d have... well, a depressingly small amount of time now I come to think of it, but you get my point (i.e. that no one wants to watch all 10 minutes of Game of Thrones’ titles when there are dragons to be harpooned and buttocks to be flashed).

So why am I comparing this to agency creds? Simple: with every one of your 50 pages (groan) keep asking yourself ‘why are people here?’. While you blather on about what year you were formed, where your office is located, what processes you’ve decided to copyright in an attempt to appear more interesting than you are... why not ask ‘why are people here?’. Chances are they were thinking about hiring you and wanted to see some of your work… so show them that. Perhaps they want to sell more of their ‘things’ and want to see how many ‘things’ you’ve helped other people sell… so show them that. Cut out all the crap YOU care about and get on with the stuff your audience wants to see.

Obviously, if case studies, results and testimonials aren’t your thing, you could instead have endless portraits of every member of staff who’s ever worked there, tell them about the incredible ‘journey’ your company’s been on, or perhaps even force an infinite infographic on them explaining how awfully disruptive you are… or you could just “SKIP INTRO” and show them what they care about (you never know - they might even stay watching until the end). Happy hunting.