Proactive Prospecting Working Session Strategy - 60 Min Prospectin… · 19-10-2005 · © 2019...

© 2019 Mirren Business Development 1© 2018 Mirren Business Development

Proactive Prospecting

StrategyWorking Session

Organic Growth & New Business Training Specialists

© 2019 Mirren Business Development 2© 2018 Mirren Business Development

Proactive Prospecting

Strategy

Address Best Practices to Open Doors and Convert New Prospects

Organic Growth & New Business Training Specialists

© 2019 Mirren Business Development 3

Proactive Prospecting Provides Huge Opportunity


You Can Take More Control



You’re Not Directly Competing Against Other Agencies in a Messed up RFP



You’re Not Directly Competing Against Other Agencies in a Messed up RFP

The Prospect Isn’t Under the Microscope of an RFP, Feeling Watched by All Their Peers(To Be Sure the Right Decision Is Made)


There Are Ways to Scalethe Entire Prospecting Process



With a Competitive Review/RFP,You Do a Ton of Work and Get One Shot



With a Competitive Review/RFP,You Do a Ton of Work and Get One Shot

Often, All the IP Then Gets Tossed


Some of the Biggest Challenges We SeeWith Proactive Prospecting


“Everyone Is Responsible”



Someone Selected to Do Prospecting




Often Unqualified for Prospecting(“They’re Available” or “All We Have”)





Already Exhausted





Already Exhausted

On Top of Their Day Job


No Understanding of What Clients Really Want



No Unique Agency Positioning



No Unique Agency Positioning

No Unique Messaging

© 2019 Mirren Business Development

What Are Some of the Biggest Challenges You Face With Prospecting?


Let’s Step Back & Look at What Clients Are Buying…


1. Business Impact


1. Business Impact

2. Category Knowledge+


1. Business Impact

2. Category Knowledge

3. Genuine Target Audience Insight

++


Clients Are Asking Agencies – What Will You Impact?


SoftObjectives



SoftObjectives

Marketing Objectives



SoftObjectives

Marketing Objectives

BusinessObjectives


© 2019 Mirren Business Development 28MIR

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Targeting

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Targeting

Prospecting Content

Prospect Outreach Conversion

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NADINE2:55


Targeting

Prospecting Content


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Challenge


Challenge

Agencies Are Overwhelmed by Prospecting Lists


Challenge

Agencies Are Overwhelmed by Prospecting Lists

Thwarts Meaningful Progress Against Conversion


Mirren Response


Mirren Response

Identify + Prioritize Those Prospects With the Shortest Sales Cycle


Ideally, You Want Lots of Prospects



However, Not Every Client in World Will Value Your Experience



However, Not Every Client in World Will Value Your Experience

Prioritize


The Shortest Sales Cycle?


The Shortest Sales Cycle?

Those Categories Where Your AgencyHas the Most Knowledge


You’re Either an Insider or an Outsider



If You Know the Category,Know the Unique Language, Know the Unique KPIs,

You’re an Insider



If You Know the Category,Know the Unique Language, Know the Unique KPIs,

You’re an Insider

If You Don’t, You’re an Outsider


Clients Buy Far More Quickly From Insiders


Clients Buy Far More Quickly From Insiders

And Far More Slowly (Although Rarely Ever Anymore) From Outsiders


Prospecting Focus Achieves Scale In Your Prospecting Program


Prospecting Focus Achieves Scale In Your Prospecting Program

When You Do Research for a Category of Prospects, You Create Content for

Dozens of Potential Clients





Your First Target Category


Your Targeting – Apply Criteria


Perceived Credibility





Market/Revenue Potential




Speed to Market w/Deep Insights

Market/Revenue Potential


How Are You Currently Prioritizing Prospects?


Targeting

Prospecting Content


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NADINE3:10


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Challenge


Challenge

Clients Are Not Responsive to Requests for First Meetings


Challenge


Difficulty in Getting On Calendar


Challenge


Difficulty in Getting On Calendar

Difficult to Convert to New Assignment


Do You Think Shopping Around Your CapabilitiesWould Get You in the Door?


Why Would It?

61,000+ Marketing Services Firms in the U.S.

Do You Think Shopping Around Your CapabilitiesWould Get You in the Door?


Mirren Response


Mirren Response

Reconsider the First Meeting –It’s Not About You or Your Agency


Mirren Response

Reconsider the First Meeting –It’s Not About You or Your Agency

Instead of Generic Capabilities, Provide Content That Will Help Your Prospect

Unlock Business Growth


Your Prospecting Content


Your Prospecting Content

Category-Specific Target Audience Insight


You’re Looking for 4 or 5 CategoryInsights/Trends for Their Target Segment


You’re Looking for 4 or 5 CategoryInsights/Trends for Their Target Segment

Enough to Sustain an Hour Long Conversation


Research About Other TopicsIs Too Generic



ie, Research About Channels/Target Demos (Social Media, Millennials)


No Category = No Specific Benefit


ie, Research About Channels/Target Demos (Social Media, Millennials)


When You Do Research for a Category of Prospects,



You Create Content for Dozens of Potential Clients


Let’s Look at Some Research Examples


FONT & COLOR

?




Uncover New Insight IntoCategory-Specific Purchase Motivation


Keep It Focused, Keep It Simple


Keep It Focused, Keep It Simple

The Simplest Methodologies Can Yield the Most Meaningful Insight


Another Option…


Path To Purchase:Vacation Travel


Vacation Trigger(Work, Friends, Need a Break, etc.)



Dreaming(Magazines, Online Articles, Movies/TV, Social

Media, Advertising, etc.)




Planning(Specific Research, Cost Assessment, Reviews, etc.)







Booking(Airline Search, Hotel Search, OTAS, etc.








Booking Modifications(Hotel, Itinerary, Restaurants, Upgrades, etc.)









Pre-Travel Preparation(Clothes, Bags, Further Itinerary

Development, etc.)










Development, etc.)

Travel Experience(Flight/Hotel/Itinerary Experience)






Sharing(Social Media)





Development, etc.)

Travel Experience(Flight/Hotel/Itinerary Experience)






If It’s Generic,Clients Won’t Value It As Much

(“I think I saw this in marketing 101”)


If It’s Generic,Clients Won’t Value It As Much

(“I think I saw this in marketing 101”)

If It’s Generic,It Doesn’t As Effectively Correlate Your Work Back

to Category-Specific Business Outcomes


Create the Category-Specific Model


Internally As a Team, Audit the Category(+ Each Prospect) Through Each Step of the Model





Identify Challenges Holding Them Back,or Opportunities They’re Missing




Identify Challenges Holding Them Back,or Opportunities They’re Missing

Then, Come up With Strategies to Fix Those Challenges or Capitalize

on the Missed Opportunities(This Will Inform the Discussion Within Your First Prospect Meeting)


Introduce the Model


Share a Basic Version of Your Model

Introduce the Model



Introduce the Model

Share Your Key Findings (POV)



Introduce the Model

Share Your Key Findings (POV)

Walk the Prospect ThroughHow to Capitalize on Your Findings (POV)





You Create Content for Dozens of Potential Clients


Strategies for the ClientAll Grounded in Driving Their Business KPIs



Impacts Your Positioning of a Project Idea(Not the Way You Might Currently Think)


Wrong“We’d like to present a proposal to rebuild the

product information portion of your site”


Wrong“We’d like to present a proposal to rebuild the

product information portion of your site”

Instead“We’d like to present a proposal to increase

lead generation from your site”


Asking for a ProjectAlways Lead With the Business Benefit


Asking for a ProjectAlways Lead With the Business Benefit

Select a Business / Marketing Goaland Focus on It


Prepared for

Washington FederalTo Drive New Accounts Opened, Cross Sell & Assets Under Management

Bond Street DigitalRegional Bank Marketing Team


The PointInsight-Rich Learning That Will Impact Purchase Behavior


What Is Your Approach to First Meeting Content?


What Is Your Approach to First Meeting Content?

What Has Worked? What Hasn’t?(Be Specific)


Targeting

Prospecting Content


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NADINE3:20PM


Targeting

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Challenge


Challenge

Clients Are On The Receiving End of Dozens of Outreach – And It All Sounds the Same


“We’re a really good agency, have clients the likes of Frontier Hotels, West Valley Bank, 3M

and Jack in the Box. We’d love to come in and show you what we can do for you…”


“We’re a really good agency, have clients the likes of Frontier Hotels, West Valley Bank, 3M

and Jack in the Box. We’d love to come in and show you what we can do for you…”

The Single Most Dated Approach to Prospecting

SalutationDear Debra,

Friendly Ice Breaking Opening CommentI hope this finds you well.

IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.

SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.

The CloseWhat day next week is good for you?















































Mirren’s Solution


Mirren’s Solution

Deliver on Clients’ Need for Business Impact + Category Knowledge + Insights


“With a growing number of agencies focused on business impact, why work with with those who aren’t?”


“With a growing number of agencies focused on business impact, why work with with those who aren’t?”

“Here’s what most agencies don’t get… if the work doesn’t work, I’m out of a job.”


“Hi, it’s Bill Smith calling from ABC Marketing. We’ve just completed our latest study on how customers select their retail

bank and their banking products. We looked at your competitors, at you, at your target audience. In our findings, we identified 3 elements holding back your customer acquisition – and have 5 insights to resolve those issues.

Please give me a call back if you’d like to go over some of the findings we have for you. In fact, I would rather keep it

informal... perhaps just over a coffee.”

















1.Establish Credibility



“We just completed our latest study on how customers select their retail bank and their banking products. We looked at your competitors, we looked at you, we looked at your target…”



2. Identify Something Specific of Value to the Prospect






“…we’ve identified 3 elements holding back your customer acquisition, have 4 insights to fix those issues...”



1. Establish Credibility



“…we’ve identified 3 elements holding back your customer acquisition, have 4 insights to fix those issues...”

3. It’s Not Going to Be a Big Sales Pitch“…please give me a call back if you’d like to go over some of these insights. Would rather keep it informal over coffee.”


Email






ToneShould Sound Like It’s Coming From

a “Research Department” vs. a “Sales Department”


Fueled by Benefit-Driven Content,Not Capabilities


Fueled by Benefit-Driven Content,Not Capabilities

Fueled by Insight-Rich Content


Where Have You Seen the Greatest Successess With Your Direct Outreach?


Where Have You Seen the Greatest Successess With Your Direct Outreach?

What Specific Outreach Challenges Have You Learned From?


NADINE3:30PM


Broader Outreach


ThinkContent Marketing


Social Media(LinkedIn, YouTube, etc.)



Public Relations



Public Relations

Speaking Engagements



Public Relations

Speaking Engagements

Publishing


Introduction to Research Findings

Prepared For: Ford 300

The Slate Communications Agency

advertising - public relations – interactive - strategy - research

The Slate Communications Agency has a proven track

record of driving acquisition, retention and growth for

automotive and transportation clients. This means bringing

products to market faster, more effective sales and

branding strategies, and increased revenues.

Our Study

We understand the issues automakers are facing:

customers are spending as much as 75% of the buying

process online, there are increased global competitive

pressures, and the challenges unique to dealer-OEM

integration.

The following includes introductory findings from our

most recent automotive communications study,

which included your brand. We’ve also included

several single-page case studies to demonstrate how

we ’ ve overcome challenges unique to the

automotive business.Trending Implications

Key Consumer Insight

Direct Mail


Content Marketing for New Business Infrastructure


New Business + Content Marketing Objectives



Content Niche




Content Engine

Content Niche




Content Hub (Website/Blog)

Content Engine

Content Niche





Content Engine

Content Niche

Social Media

Email Speaking

PR

Distribution Channels





Content Engine

Content Niche

Social Media

Email Speaking

PR


Prospects





Content Engine

Content Niche

Social Media

Email Speaking

PR


Prospects





Content Engine

Content Niche

Social Media

Email Speaking

PR


Prospects FirstMeetings




What Distribution Channels Work Hardest For Your Agency?


What Distribution Channels Work Hardest For Your Agency?

How Have You Built Your Content Engine?


NADINE3:40PM


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Clients Want Category-SpecificBusiness Impact



Clients Want Category-SpecificBusiness-Building Insight




Target One Category at a Time(Based on Credibility)





Over Time, Target Many Categories





Over Time, Target Many Categories

Create Insight-Rich Content to Open Doors


Methodically Break Down the Pipeline


Methodically Break Down the Pipeline

Target Prospects > Initial Outreach > Phone Call > Meeting > New Assignment


Don’t Sell


Don’t Sell

Bring Category-Specific Business Value


Key Takeaways?

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Proactive Prospecting Working Session Strategy - 60 Min Prospectin… · 19-10-2005 · © 2019...

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