I enjoy Marketing Consultant Robb High’s regular missives on business development. Robb’s been in the
trenches, speaks from experience and draws upon the results of a recent CMO survey to prove his points.
That said, I think Robb’s most recent mailing misses the mark. High believes that most prospective clients have no interest whatsoever in learning about agencies and their capabilities in a first-round pitch. Instead, he says, they want to talk about themselves. Period.
He suggests preparing 30 or more questions and using the allotted time to have the prospect talk solely about themselves and their needs. Robb suggests not spending any time at all on the who, what, when, where or why of the agency. And, counsels High, if the prospect says, ‘…thanks…but you didn’t talk about your agency,’ he recommends the following response: ‘If the last hour of talking together doesn’t make you feel like we should go to the next step of the review, I can’t imagine what we could tell you about our agency that would change that.’
I think Robb’s half right. Countless statistics prove that prospects feel a meeting has gone well if they’ve spoken 50 percent or more of the time. So, having a prepared list of questions in your hip pocket is very smart. But, you don’t want it to be one way.