You know when you visit a website, and this is particularly relating to agencies, you see the word “passion” emblazoned through the piece. We recently tested this out with some calls just to see how far down the line this word was applied. We called 6 new business personnel in a mixture of small, medium and network related agencies just to get a feel as to whether this “passion” stood up to scrutiny. And the results - all were lack lustre, grey in approach, absolutely no passion and little interest – going through the motions in effect.
New business personnel within the agency arena are a mixture of unsung heroes and those that are purely treading water. Unfortunately on our test bed they were all the latter. The old adage “smile when you are making a call” is absolutely spot on. Your emotions are so easily transferred when talking with a prospect that no matter how good the proposition if you cannot deliver it effectively. Verve and passion is required, to not only make you and your agency stand out from the crowd, but also to ensure the proverbial door does not close with little discussion.
Those unsung heroes need nurturing and motivating consistently. They like to hear the good news as well as the bad. We may never be truly appreciated by the creative or account management teams but we do keep them in the manner they have grown accustomed to, ie their jobs, so motivation is key. The odd nugget of information that you come across, that they can run with, pays well to successful delivery and that motivational factor is dealt with at the same time. A happy new business person equates to a healthy new business pipeline.
Thanks, as always, for reading!
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