January 01, 2006
Blog Entry

Wisdom - Agencies & Consultants 101

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If you can tell them something they didn’t already know about their prospects or clients, you’ll get their attention. If you can show them a smarter, faster, cheaper way to do what they’ve done by tradition, you’ll get their engagement. And if you can show them how to close on a sale, you’ll get their business. Every time. We had a client like that in 2005. They wanted a website. We built a beautiful one. They wanted redesigned literature to go with it. They loved the literature. The website launched. The boxes of literature arrived, clogging their mailroom. But no one came to the website and the literature gathered dust. Then we got the call we knew we would: ‘What’s wrong? Nothing’s happening! No new sales!’ ‘Well,’ we said gently. ‘Thank you for the opportunity to work with you on your new look. Now it’s time to go to work!’ They understood, sheepishly at first. From there it was only a matter of laying out and following a plan for publicity, mailings, events, emails, and follow-ups. Lots of follow-ups. Now they are on track to hit a 27% increase in new clients and a 34% increase in revenue. Their next problem: “How do we handle all the new business?” “Well,” we said, “we’re glad you asked.” We have a plan for that too.

Rick Telberg, Bay Street Group LLC, http://www.baystreetgroup.com

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