{"id":23948,"date":"2021-01-06T20:24:25","date_gmt":"2021-01-07T00:24:25","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=23948"},"modified":"2021-01-18T01:39:57","modified_gmt":"2021-01-18T05:39:57","slug":"winning-clients","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/winning-clients\/","title":{"rendered":"Winning Clients: Steps to Building Your Client List"},"content":{"rendered":"\n

How can you go about winning clients for your ad agency? What’s the best way to get clients?<\/p>\n\n\n\n

There are a few key strategies to start winning clients over to your agency. Whether clients come to you or you seek them out, you need to have a way to win them over to your agency. <\/p>\n\n\n\n

Read more about winning clients and the best strategies.<\/p>\n\n\n\n\n\n\n\n

Finding and Winning Clients<\/strong><\/h2>\n\n\n\n

In the previous chapter, we looked at some basics of how to manage an agency. Now, we\u2019ll look at how to make the agency successful by finding new clients. You used to be able to get clients by bringing them along when you left your job to start a new agency. At the time of writing, however, this was no longer possible because you would get sued. <\/p>\n\n\n\n

Now, to get clients, you have to find new ones. Here’s how to get clients for advertising<\/a> agencies. <\/p>\n\n\n\n

How Clients Look for Agencies<\/strong><\/h3>\n\n\n\n

The first step to winning clients is finding them. At the time of publishing, companies were starting to change how they looked for agencies. This was their process:<\/p>\n\n\n\n

  • Send a long questionnaire to the agencies they\u2019re interested in.<\/li>
  • Short-list agencies based on the questionnaire.<\/li>
  • Visit the agencies and ask about the commission.<\/li>
  • Invite the agencies to make a commercial for them.<\/li>
  • Compare the commercials and choose the agency that makes the best one.<\/li><\/ul>\n\n\n\n

    This process is flawed for several reasons:<\/p>\n\n\n\n

    • The questionnaires ask irrelevant questions. For example, one asked how many people worked in the print production department.<\/li>
    • Commission shouldn\u2019t be given so much weight\u2014an agency\u2019s competence is more important.<\/li>
    • The process doesn\u2019t consider past work or track record.<\/li>
    • Skilled agencies that don\u2019t have the time and money to jump through hoops don\u2019t win accounts, which is bad for both the agency and the client.<\/li>
    • It doesn\u2019t consider the leader. There aren\u2019t that many differences between agencies\u2014most of them successfully increase their clients\u2019 sales and have competent staff\u2014so the leader is often the major factor. For example, many accounts chose Foote, Cone & Belding because they liked Fax Cone. <\/li><\/ul>\n\n\n\n

      Winning Clients<\/strong><\/h3>\n\n\n\n

      The best and easiest way to get new clients is to produce good advertising for the clients you already have.<\/strong> Then, you can show your successful work to other potential clients, which helps with winning clients. <\/p>\n\n\n\n

      • For example, during a seven-year period, Ogilvy got every single account he competed for just by showing them the campaigns he\u2019d done for his other clients. In fact, clients even came to him\u2014one day, a man came into the office and offered <\/em>him the IBM account.<\/li><\/ul>\n\n\n\n

        There are three other ways to attract new clients:<\/p>\n\n\n\n

        Option #1: Presentations<\/strong><\/h4>\n\n\n\n

        Winning clients means having great presentations. When a client is interested in your agency, give them a presentation to convince them they want to hire you.<\/p>\n\n\n\n

        Here are some tips for a successful presentation:<\/p>\n\n\n\n

        • Keep the presentation budget reasonable. Some agencies spend up to half a million dollars presenting to clients, and they\u2019d need to keep the account for 20 years to recover this.<\/li>
        • Mix up the seating so that your team and the client\u2019s team are integrated.<\/li>
        • Practice your presentation.<\/li>
        • Don\u2019t read off your notes.<\/li>
        • Listen to the client. You\u2019re evaluating the client as much as they\u2019re evaluating you\u2014you don\u2019t want to take on someone who will be difficult.
          • For example, Ogilvy was lectured for two hours by a Magnavox head and decided he didn\u2019t want to work with him.<\/li><\/ul><\/li>
          • Admit your weaknesses before the client notices them. This will make it seem like you\u2019re being honest about your strengths.<\/li>
          • Don\u2019t talk too much about stats\u2014they won\u2019t interest your client.<\/li>
          • The day after the presentation, send a three-page letter that summarizes why the client should choose your agency.<\/li><\/ul>\n\n\n\n

            Option #2: Advertising Your Agency<\/strong><\/h4>\n\n\n\n

            Interestingly, few advertising agencies actually advertise their own services. (Ogilvy thought that this might be because the partners have conflicting ideas of what to emphasize.)<\/p>\n\n\n\n

            The most effective way to advertise an agency is by mailing ads directly to clients. Space advertising can work too, but it needs to be done consistently to have any effect. (For example, Young & Rubicam advertised in Fortune<\/em> for four decades.)<\/p>\n\n\n\n

            Remember that your existing clients will see these ads, and if your house ads are better than what you produce for them, you\u2019ll hear about it. This is one way to learn how to get clients for advertising agencies. <\/p>\n\n\n\n

            Option #3: Multinational Accounts<\/strong><\/h4>\n\n\n\n

            If you can get an account that also advertises in foreign countries, you might be able to get it worldwide. <\/p>\n\n\n\n

            • For example, when Ogilvy got the Shell account, the president of Shell asked if he wanted the Canadian account. Ogilvy didn\u2019t have an office in Canada but started one.<\/li><\/ul>\n\n\n\n

              However, some countries don\u2019t allow foreign agencies to operate in order to protect their culture from foreign influence. (For example, Nigeria once expelled all foreign agencies.) This logic is unsound, according to Ogilvy, because many of the people who work for foreign agencies are locals, not Americans, so there\u2019s no chance of them projecting American culture.<\/p>\n\n\n\n

              If All Else Fails<\/strong><\/h4>\n\n\n\n

              If you struggle at winning clients, you can try buying accounts by buying agencies, but this doesn\u2019t always lead to results. For example, Lennan & Newell bought enough agencies to increase its billings by 500%, but the company became so unwieldy and combative that it went bankrupt.<\/p>\n\n\n\n

              No matter how many difficulties you have attracting clients, don\u2019t give outsiders commissions for getting you clients\u2014you\u2019ll lose too much money.<\/strong> For example, when Ogilvy\u2019s agency was just starting out and he was desperate, he offered a man 10% of the company\u2019s stock if he could get a vacuum-cleaner account to sign with his company. The man didn\u2019t accept the offer, which was fortunate for Ogilvy, because by the time of writing, 10% of his stock was worth $19 million.<\/p>\n\n\n\n

              Now that you know how to get clients for advertising agencies, you can begin building your client list.<\/p>\n","protected":false},"excerpt":{"rendered":"

              How can you go about winning clients for your ad agency? What’s the best way to get clients? There are a few key strategies to start winning clients over to your agency. Whether clients come to you or you seek them out, you need to have a way to win them over to your agency. Read more about winning clients and the best strategies.<\/p>\n","protected":false},"author":5,"featured_media":18200,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[189],"class_list":["post-23948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-ogilvy-on-advertising","","tg-column-two"],"yoast_head":"\nWinning Clients: Steps to Building Your Client List - Shortform Books<\/title>\n<meta name=\"description\" content=\"How can you start winning clients for your ad agency? 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