When you add a new client to your agency’s roster, that client’s battle for the buyer’s attention is in your hands, but so is the impression your client has of your agency’s ability to meet their marketing needs.
When you’ve got a full roster of accounts to manage, you have to get straight to the nitty-gritty: the core information that will help you learn about your client and demonstrate to them you're up to the task.
So here are 10 steps to take to ensure you're prepared to approach a new client with confidence. They'll also help you spot their weak points, which in turn helps you sell your strengthening powers.
- Start on their website, namely the ‘About us’ page, to get a sense of their story and their company focus.
- Look at the product pages to know exactly what they sell and how they sell it.
- Read and subscribe to their blog content to learn who they market to and what’s relevant to their customers.
- Sign up for free ebook or whitepaper offers and read any case studies to get a sense of what they offer to customers entering the sales funnel.
- Follow them on social media to get a sense of the brand and the company's personality.
- Find the professional profiles of the main players behind the company and your main contacts to glean clues as to the origin of the company culture.
- Find customer feedback on social media and external sites to gauge brand sentiment.
- Google the company to see what valuable information comes up like press releases, articles and interviews.
- Size up the competition by conducting a second Google search for companies selling the same thing and look at their websites, social profiles and customer feedback.
- Finally, locate online resources for industry news so you are up to date on news which affects their business.
You may not have a lot of time to learn about each client you add to your roster, but you still need information so you can nail the proposals and pitch fitting ideas for their brand. Prove to each new client that your agency can build up their brand in a way they never could have done without you.
(Hat tip to Paul Keller for the photo)