A Consistent Agency New Business Program

Definition: con·sis·tent
adj = able to maintain a particular standard or repeat a particular task with minimal variation

While there are different approaches to successful agency new business development programs, they are made up of some common building blocks. The first secret to a new business program is getting started. The second secret is developing a new business program that your agency can consistently execute.

Your new business activities must be sustainable at the times when your agency is at its busiest. It would be advisable to have an annual review of your new business program. What processes can your agency implement that will simplify RFP responses, agency mailings, website updates, prospective client presentations, etc.? A consistent program, one that you can sustain even when you agency is covered in work, will bring more success than an advantageous one that is put on the back burner as the workload increases.

Often the best time for new business is when you are busy not when business decreases and a downturn begins. That creates a roller coaster effect on agency income, which causes you to accept the wrong type of client, from the wrong pool of prospects which do not fit your agency's strengths and core competencies. It also does not allow for you to keep your prospective client pipeline flowing. Remember, it takes many months and sometimes years for new business activities to come to fruition.

When that key account departs, getting serious about new business is too late.

To be consistent, any agency new business program must be realistically achievable within the culture and resources of the agency, have a manager who is held accountable for its execution and top management must be intimately involved in the process.

change management