The argument could be made that larger marketing agencies do not face the same issues as their smaller counterparts. Larger firms don’t have to deal with as much employee turnover, customer retention, small deals, etc. Although hard work (and some luck) has a lot to do with the success of a business, mistakes still happen and those should be addressed.
We’ve outlined some common mistakes made by marketing firms below.
- Only One Person Selling
Many agencies only have one or two junior appointment setters (sales development representatives) and only one person closing. A successful marketing firm should have more than one seller and plenty of assistance in order to make sure they are reaching out to as many leads as possible. More leads means more deals.
- No Defined Sales Process.
There must be a defined sales process in order to succeed and this includes walking clients through a planning exercise. Do not let the client dictate their next move based on what they are asking for. Agencies with a solid plan of action in place and the ability to make helpful and intuitive suggestions to the customer will always do better than those without.
- Services without Solutions
It’s okay for an agency to bend to what the customer needs or asks for but a successful agency should also have a set of defined capabilities. At the very least, a market research/vetting processes to help them decide what to cultivate, develop and launch. Without a set of solid solutions, nothing will be completed and you’ll spend your time jumping on trends that don’t pan out.
- Forget to Market Themselves
It seems ludicrous that a marketing agency wouldn’t market their own business but many do not. It’s important to reach as many clients as possible; it’s not just about the current clients but also the prospects/leads. Every move should be made in an effort to attract as many new leads as possible. Take the time to market your firm and put your brand out there.
The key to success for any business is to create more efficient and integrative practices in order to build and maintain and steady stream of new business.