Frustrated because your account teams seem to be just “taking orders” from clients? You might be generating OK billings from those relationships … for now. But, the key to building and sustaining long-term, profitable relationships rests with your agency’s ability to own the high-level business strategy with your clients.
If not, you’re just taking orders.
Changing that dynamic requires you and your account teams to become “business consultants” to your clients. It’s about changing “agency talk” into the language of business.
Do you realize the big names in advertising are no longer the legacy agencies of Madison Avenue? They are the consultants like Deloitte, KMPG, and others who have determined there’s money to be made by taking the tools they use to build clients’ businesses and apply them to marketing and advertising.
You have the same opportunity to adopt this mindset and approach at the local and regional level to become a dominant, sought-after resource by clients who seek solutions to grow their businesses.
But, it requires your account teams become business strategists; offering sound advice grounded in knowledge based on what drives enterprises.
They should be fluent in understanding sales funnels, thinking about ROI, and being immersed in and participating in how your clients generate revenue.
Let’s talk about how to move from “order taking” to “money making.”