Just about every agency leader worries about where the next new client will come from and how to land that new business. Many aren’t natural-born salespeople, so the process itself can be uncomfortable and even intimidating.
Jody Sutter brings decades of experience in agency business development to help owners and executives put in place programs and processes that generate revenue. In this episode of the Chats with Chip podcast, Jody shares some of the most common mistakes she sees agencies make and offers practical solutions listeners can implement in their own businesses.
- Jody: “It’s the CEO that should be primarily responsible for business development.”
- Jody: “One of the biggest mistakes that I see is … I see an agency trying to either do too much, or nothing at all.”
- Chip: “You get consistency by building on top of processes.”
- Jody: “I try to keep [clients] from getting distracted by all the other things they could be doing, and focus on the one or two things that they’re really best suited to do.”
- Jody: “When it comes to business development … there has to be a bit of ruthlessness. And I say that in the best sense of the term, but some self interest in business development and the ability to say no, as needed, and also to retain control over the pitch process and not give the give the entire control to the client, which I see all the time.”
Jody Sutter is a business development coach with more than 25 years’ experience working with ad agencies and marketing firms. After leading business development for creative, media and digital agencies both big and small, she opened The Sutter Company to help agencies and other marketing services providers get better at pursuing the right kinds of clients in the right kinds of ways.