Before I was involved with Sponge New Business, I didn’t even know the new business sector existed. I’d sit in my office being pestered by various agencies (I was a senior marketing decision-maker), never for once thinking it wasn’t the actual staff themselves getting in touch. This is either a testament to the job being done by those reaching out to me, or a testament to how stupid I am. Take your pick.

Once I was aware and involved in the sector I started researching the different business development companies to see how their offerings varied. Though it’s a fairly busy sector, it seemed the companies I encountered were easily pigeonholed into two boxes: they were either focused on delivering the lean, tough scraps achievable in this sector, or they lied through their teeth about the HUNDREDS of opportunities they were going to bring to the table just to win the business.

When pitching to new potential clients it seems we have two options: we can either tell them what they’d love to hear, or tell them the truth.

When I was in PR, people would ask for guaranteed coverage from our activities. I’d tell them “You’re thinking of advertising; that’s not how PR works”.

Similarly, if you’re shopping for new business agencies and REALLY like the sound of their proposal, you’re probably on the cusp of disappointment.

#fearpromises