When an agency like yours approaches a decision maker, the chances are that you’ll have prepared an armoury of collateral. There’s a sexy creds deck (okay, none of them are sexy, but you’ll have pored over it so much it ought to be something sexier than agency case studies…), maybe a showreel on Vimeo with 8 views so far and probably a 3- (or more) step programme where you “really take the time to get under the skin of the brand you work for”. It’s exciting stuff.
Except it’s not.
Your “prospect” gets approached all the time. The bigger the prospect, the more approaches. Even worse, the bigger the prospect, the wider the choice of agencies they’ve got. Yup, the most coveted target companies are the ones that everyone goes after, and hence become the toughest to get in front of in any meaningful way.
When you’re considering how to approach a prospect, think about the following:
To your prospect, the safest and easiest thing to do is ignore you, so that tomorrow is just like today. Your job is to make “tomorrow=today” seem worse than getting into bed (see, that sexy creds deck is working) with you.
Your approach - from the questions you ask, the level of decision-maker you choose to hit, through to the collateral you create to support your outreach – should address the above objection. If not, your prospect can and most likely will ignore you.