The original agency new business questions in this ebook came from a group of agencies who took part in a luncheon at the 2013 BOLO digital conference in Scottsdale, AZ. Agencies were asked to provide one prominent agency new business challenge or question, and initial discussions around each began at the luncheon. Time went quickly, and we weren’t able to get to nearly as many questions as we wanted to, so as a means of follow up, this ebook presents 7 key questions asked by those attending agencies, initial insight around each from RSW/US and links to further thought leadership around each. Thanks to BOLO and to all the agencies who participated.

1. 2013 RSW/US-BOLO Highlights:
Agency New Business Questions
and Perspective

2. Background
Background
The following questions and perspective from RSW/US come
from a group of agencies who took part in a luncheon at the
2013 BOLO digital conference in Scottsdale, AZ.
Agencies were asked to provide one prominent agency new
business challenge or question, and initial discussions around
these questions began at the luncheon.
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

3. Background
Background
As a means of follow up, this ebook presents 7 key questions
asked by those attending agencies, initial insight around each
and links to further thought leadership around each.
Thanks to BOLO and to all the agencies who participated.
For those wanting to learn more about RSW/US, visit our site
here or contact Lee McKnight at lee@rswus.com.
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

4. Q1: What are the keys to winning? (What
makes a difference in the room? What
kind of tactics or tools should be
employed? If it's about creating
excitement and building confidence in
what you're doing, what can an agency do
to help build that during a presentation.)

5. 1. What are the keys to winning?
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6. 1. What are the keys to winning?
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7. 1. What are the keys to winning?
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

8. Further
Reading
•In Agency New Business, Make Them Feel Like You’re (ALWAYS) Ramping Up
•Agency New Business Discussion with Omnicom Agencies
•Put On That $%*! Agency New Business Sales Hat! Chapter 6: We Don’t Care How
Nice They Are!
•RSW/US Getting To Close Webinar
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

9. Q2: What's the biggest complaint about
agencies during the sales process?

10. 2. What's the biggest complaint about agencies during the sales process?
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11. 2. What's the biggest complaint about agencies during the sales process?
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12. 2. What's the biggest complaint about agencies during the sales process?
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

13. 2. What's the biggest complaint about agencies during the sales process?
.
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

14. Further
Reading
•Ad Agency New Business-Suppress That Urge To Talk About You
•Put On That $%*! Agency New Business Sales Hat! – Chapter 4: It’s Not About You
My Friend!
•What Marketers Really Want To Tell Advertising Agencies
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

15. Q3: What's a good breakdown of efforts
for new business development?

16. 3. What's a good breakdown of efforts for new business development?
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17. 3. What's a good breakdown of efforts for new business development?
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18. 3. What's a good breakdown of efforts for new business development?
•
•
•
•
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

19. Further
Reading
•The Inbound Challenge – Part I
•The Agency Post-The Inbound Challenge (Part II)
•Put On That $%*! Agency New Business Sales Hat! – Chapter 3: Going Beyond the
Homework Basics
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

20. Q4: How important is category or sector
specialization?

21. 4. How important is category or sector specialization?
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22. 4. How important is category or sector specialization?
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23. 4. How important is category or sector specialization?
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24. 4. How important is category or sector specialization?
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25. 4. How important is category or sector specialization?
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26. Further
Reading
•RSW/US Discussion With Ignition Group’s Tim Williams-Agency Specialization Not
Just About Sector
•Agency Specialization and New Business-RSWUS Video
•Marketers Care Less About Agency Specialization Than You Think
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27. Q5: If your experience in the digital space
is light, but your knowledge of the space is
solid, how would you position yourself to
a prospective client?

28. 5.If your experience in the digital space is light, but your knowledge of the
space is solid, how would you position yourself to a prospective client?
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

29. 5.If your experience in the digital space is light, but your knowledge of the
space is solid, how would you position yourself to a prospective client?
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30. 5.If your experience in the digital space is light, but your knowledge of the
space is solid, how would you position yourself to a prospective client?
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31. Further
Reading
•10 Agency New Business Questions for Paul Pomeroy
•Your Agency New Business Plan-I Want To Start A New Life
•RSW/US Video-What Ad Agency Criteria Matters Most to Marketers?
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32. Q6: What's the best method for finding
out who is looking for a new agency?

33. 6.What's the best method for finding out who is looking for a new agency?
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

34. 6.What's the best method for finding out who is looking for a new agency?
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

35. Further
Reading
•The Second Hardest Part about Agency New Business
•You Dare Doubt The Power of Prospecting For Advertising Agency New
Business?!
•Agency New Business Prospecting From A Position of Strength
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36. Q7: Since people select agencies in large
part based on the chemistry and
personalities of the agency, what's the
fastest way to build trust during the new
business process?

37. 7.
Since people select agencies in large part based on the chemistry and
personalities of the agency, what's the fastest way to build trust
during the new business process?
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

38. 7.
Since people select agencies in large part based on the chemistry and
personalities of the agency, what's the fastest way to build trust
during the new business process?
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

39. 7.
Since people select agencies in large part based on the chemistry and
personalities of the agency, what's the fastest way to build trust
during the new business process?
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

40. Further
Reading
•Agency New Business: Our story doesn’t change, we just need to find the right
ears.
•The Three Ingredients For Ad Agency New Business Success And A Challenge
•Ad Agency New Business: Forget The Philosophy & Focus On The Business
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41. Background
Contact
Want to know more
about RSW/US? Contact
Lee at lee@rswus.com
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2013 RSW/US-BOLO Highlights:: Agency New Business Questions & Perspective

42. Thank You!