An independent agency of about 120 employees had been handling projects for many clients across different channels.
Yet, though those clients each used multiple channels and agencies, our client was unable to grow their business with these clients, despite having several successes and some strong relationships.
An analysis revealed that most of those with regular client contact, including leaders who interacted with senior clients, were not aggressively pursuing new revenue. The attitude was “we’re doing great work – when they’re ready to look for a new agency, they’ll call us.”
We worked with leadership to prioritize organic growth prospects. Then we trained all those with regular client contact in the strategies and techniques of both consultative selling and building client trust.
The result has been an entire shift in the agency culture that’s led to significant organic growth. Account, creative and planning teams regularly look for client needs and can leverage their own successes and expertise into new projects across several channels.