13. @newbusinesshawk
Profiling takes two steps. Don’t guess.
1. Is the client more task- or people-oriented?
2. Is the client more ask or tell?
Study their email
Look at how they write
Observe how they talk, act
Watch their actions
Listen to their voice mail
Check out social media
GOAL: DISCOVER THE PATTERNS!
14. @newbusinesshawk
TELLS
Firm, quick
handshake.
Tends to dominate -
makes statements
rather than asking
questions.
Aggressive facial and
hand expressions.
Leans forward to
stress a point.
Voice tone change
indicates importance
of the statement.
TASK
Bland, unresponsive facial expressions; few
hand gestures.
No use for small talk, wants just the facts.
Acts in careful, cautious manner.
Maintains serious expression.
Seems preoccupied.
ASKS
Softer handshake.
Slow, deliberate
speech.
Tends to lean back,
away from you.
Voice rarely used
to make a point.
Quiet, submissive
gestures and facial
expressions.
Asks questions
rather than making
a statement.
PEOPLE
Attentive with animated responses – smiles,
nods and frowns.
Frequent eye contact.
Open, eager attitude.
Keeps hands free.
Little interest in facts or figures, more
interested in personal stories.
Uses friendly gestures / facial expressions.
24. @newbusinesshawk
“Agency Hell”
bold new ideas
wants to filter wants to choose
#%X#&!!! lazy
agency just
riding the fee
sends “options” back
can’t explain options
“just keep working on it”
makes changes
repeat
repeat
25. @newbusinesshawk
BodyCopy Exercise
1. Agency tour:
Detailed, process, clean, organized
2. Agency account team:
Deliberate organizers
3. Agency case histories:
Stress process/experience
“Yes, we would be interested
in seeing your agency.
I especially want to see your
research department, your
media operation, and how
you manage the workflow.”
26. @newbusinesshawk
BodyCopy Exercise
4. Agency research capabilities:
YES!
5. Media recommendations:
Detailed (money)
6. Lunch:
Worth trying, but don’t expect it
“We’re pretty straight
around here on the way
we like to operate.”
27. @newbusinesshawk
BodyCopy Exercise
7. Leave behind
(written summary of presentation):
Detailed, tabs, organized, beautiful
“First off we expect the agency to
follow our procedures. Second, we
don’t put a lot of stock in wild and
crazy ideas. Third, we’re serious about
the way we promote ourselves. We like
to check to be sure things are right
before we go to market.”
28. @newbusinesshawk
Headline Exercise
1. Agency tour:
Try! Fast, focused, results
2. Agency account team:
Authority to make decisions
3. Agency case histories:
Don’t be boring. Flash a few fast turnaround results
“I don’t have time for a tour.
I want to get into this brief I
brought with me. Maybe we
can walk around later.”
29. @newbusinesshawk
Headline Exercise
4. Agency research capabilities:
Don’t bother
5. Media recommendations:
Focus on measureable results
6. Lunch:
Working lunch, “club sandwiches for everyone”
“My favorite agency
would be quick and
to the point. Show
me the options.”
30. @newbusinesshawk
Headline Exercise
7. Leave behind
(written summary of presentation):
Detailed. They will hand it off…
“We don’t have a lot of time
to debate things, so I’ll
make the decisions. I want
to see some results soon.
And I want an agency that
can provide that.”
31. @newbusinesshawk
Illustration Exercise
1. Agency tour:
Fun, exciting, teams
2. Agency account team:
Fast with the card
3. Agency case histories:
Boring. Don’t care. It’s about me…
“Yes, I would love looking
around your shop! I’ve
heard your agency is an
exciting place to work. I’m
especially interested in your
creative department.”
32. @newbusinesshawk
Illustration Exercise
4. Agency research capabilities:
Only if it’s new and different
5. Media recommendations:
Boring, make it interesting
6. Lunch:
Latest hot-spot in town
“We’re a pretty cool group.
Any agency would love
working with us because we
are always challenging the
current perceptions. I want to
push the envelope!”
33. @newbusinesshawk
Illustration Exercise
7. Leave behind
(written summary of presentation):
Important! But will never look at it
“Just want you to know,
we work hard and play
hard. An agency would
have to be really special
to keep up!”
34. @newbusinesshawk
Logo Exercise
1. Agency tour:
Causal, relaxed, smile
2. Agency account team:
Warm, family, friendly
3. Agency case histories:
Stress client and agency teamwork
“We would like to meet
the people who might
be working on our
account if we decided
on your agency.”
35. @newbusinesshawk
Logo Exercise
4. Agency research capabilities:
Focus groups! Consumer voice
5. Media recommendations:
Safe, cost effective, easy to sell
6. Lunch:
Family style, buffet
“We’re pretty relaxed
around here. We want
our agency to be part
of our team.”
36. @newbusinesshawk
Logo Exercise
7. Leave behind
(written summary of presentation):
Very important. Will hand out
“It’s important to us that
everyone contributes and
everyone gets along.”
37. @newbusinesshawk
Next Steps:
1. Chemistry is very important in this business
2. Chemistry’s importance is growing every day
3. Control Chemistry with Profiling
4. Your agency team needs to learn how to Profile
38. @newbusinesshawk
Options:
DayOne
One-day new business learning
session. Learn 12 critical skills.
New Business Chemistry
Shows agencies how to win the
chemistry battle.
HighGear
Shows agencies how to master
client-chemistry and organic-
growth.
Sharking
Sets up an outreach program
aimed at the agency’s largest
prospects.
A few of our one-day training programs:
41. @newbusinesshawk
The Solution:
Logo:
♦ Answer the question
♦ Offer options
♦ Provide some pros and cons
♦ Keep going with the flow
Headline:
♦ Accept the non-answer
♦ Make a decision
♦ Respect the logo
♦ Just let the indecision go
42. @newbusinesshawk
Illustration
BodyCopy
Task/Control
TellAsk
People/Emote
“Darling, what would you like
for dinner tonight?”
(not the real question)
Quickly calculates the
time of year, what
they’ve eaten the
past two weeks, etc…
“I think we should go to
T.G.I. Friday’s… we have a gift
card that’s about to expire.”
Not new.
Not exciting.
And I’ve already
made exciting plans…
43. @newbusinesshawk
The Solution:
BodyCody:
♦ Question the question
♦ Ask for more information
♦ Be open & flexible
♦ And it’s okay to let go once and
awhile
Illustration:
♦ No open-ended questions
♦ State the facts
♦ Don’t dance, don’t pout
♦ And it’s okay to let the BodyCopy
stay home once and awhile
