10 Top Tips for realistic prospecting

1. Look at gaps in your client list:

Which sectors are you not conflicted in; which sectors do you have previous experience in; do they meet criteria for what you look for in a client e.g. do they have big budgets; will it be a creative opportunity, will they be good people to work with?

2. Keep a list of your clients’ people moves:

Track clients that were good to work with and are advocates of the agency; keep them up-to-date with your work and news; invite them to events.

3. Delve into your leadership team’s little black books:

Which clients do they know from previous roles? Are they in an organisation which you would like to work with? Help them formulate a contact strategy.

4. Build relationships with complementary agencies:

Whether in your immediate network or not, clients of partner agencies you work with may need other services at some point e.g. media if you’re creative, creative if you’re media.

5. Tap your new hires:

Whether they work in finance or account management, new hires will have client intel from their previous company? If they are client facing, which brands did they have a close relationship with and would they be a good prospect? Help them formulate a contact strategy.

6. Foster relationships in the wider industry:

Get to know the press and intermediaries who can keep you abreast of up-and-coming pitches (and vice versa); if you have a separate PR team get them on board
and align with them on their journalist contact strategy.

7. Capitalise on loss:

If you are unfortunate enough to lose a client, look at their competitors - who would be a good target now you have some knowledge about the sector?

8. Think strategically about prospecting materials:

Be efficient about the materials you create e.g. broader thought pieces that can be repurposed (either within a sector or a skillset) for a more personal touch to your
chosen prospects.

9. Do a PR push:

Raise your profile by speaking at events and conferences where your prospects might be; put out thought pieces on the industry you’re targeting to show off your
knowledge of the field; scour attendee lists at industry events for potential prospects and instigate an introduction.

10. Persevere:

Clients are rarely in the market for a new agency, on average every 3-5 years, so it’s often a waiting game but worth it if you can pull it off.