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Fairly or not, agencies are judged by their new business success. This summarizes how agencies optimize their chances, based on my 30 years experience in agency management.
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22 Rules Of Winning Lots Of
New Business**And Growing Profitably
Rule 1: Don’t Lose Accounts
KeepWhatYouHave
Rule 2: Only Pitch The Right Ones
JustSayNo
Rule 3: The Most Important Reason For Winning
CONFIDENCE
Rule 4: What Clients Look For
PASSION
Rule 5: Who To Put On The Team
PeopleWho Get
Along
Rule 6: Who To Keep Out
Anybody Who Disrupts The Team**Even If They Are Terrifically Brilliant
Rule 7: Pitch Team Or Real Team?
Real Team.Always.
Rule 8: The Selection Process Is Relative
PlanToWin
Rule 9: “Right And Wrong” Are Different In New Business
“The Consumer”IsThe Client
Rule 10: The Most Decisive Person Should Have Total Power
Dictatorship
Rules
Rule 11: The War Room
MakeItReal
Rule 12: Backloading
Skew SpendingAnd ImpressionsCloserTo The Pitch
Rule 13: K.I.S.S.
Simple StrategiesAlways BeatComplexStrategies
Rule 14: Charisma
Be Memorable
Rule 15: Monotheism
Don’t ShowTooMuch Work
Rule 16: Lucidity
SyncStrategyAnd Creative
Rule 17: The 100 Days Plan
Demonstrate That You HaveThe Resources And Foresight
Rule 18: Transform Losses
EveryLossIs A Contact
Rule 19: Win Before You Pitch
There Is Always A
Favorite.
Rule 20: 360 Degrees
Address How WorkWill Be AdaptedFor All Audiences**shareholders, press, employees, communities, etc
Rule 21: Vanity
Don’t TalkAbout Yourself.
Rule 22: Humility
CreditYour Clients