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If you’re looking for ways to make agency new business meetings more effective, then imagine you’re on the hunt for the perfect pair of jeans. You walk into a store, eager to explore your options. Just as you start browsing, a salesperson swoops in, asking if they can help. Instinctively, you respond with, “I’m just looking, thanks,” and hope they’ll move on.
Why does this happen? It’s simple: we don’t like being sold to.
Preparation is the foundation of an effective meeting. Yet, many busy creative, digital, and PR agency leaders neglect this crucial step. Thorough research demonstrates initiative, ensures your meeting is tailored, and helps you make a lasting impression.
In the world of creative agency business development, trust is everything. Prospects are far more likely to work with agencies they feel are genuinely invested in their success.
Here’s a practical formula to build trust, inspired by The Trusted Advisor:
(Credibility + Intimacy + Reliability) ÷ Self-Interest
Credibility: Highlight relevant work that demonstrates your expertise.
Intimacy: Build rapport by fostering a personal connection.
Reliability: Follow through on promises—no exceptions.
Structure is key to productive agency business development meetings. Without a defined plan, conversations can meander, wasting time and diluting your message.
Use the “I DO ART” framework to keep everyone on track:
I – Intention: What’s the goal of this meeting?
DO – Desired Outcomes: What do you want to achieve?
A – Agenda: What topics will you cover?
R – Roles: Who’s involved, and what’s their role?
T – Time: How long will the meeting last?
Effective listening is more than simply hearing words—it’s about understanding underlying needs and goals. Yet, too many agencies fall into one of two traps:
Talking nonstop, presenting a long creds deck that doesn’t resonate.
Only half-listening, distracted by thoughts of how to “sell” their services.
Instead, practice “third-level listening.”
One of the most common mistakes in new business meetings is ending without clear next steps. This creates ambiguity and can stall momentum.
Before the meeting concludes, summarize the agreed-upon actions. For example:
Will you provide additional information?
Will there be a follow-up meeting with other stakeholders?
When can the prospect expect a proposal or timeline?
New business meetings for agencies—whether creative, digital, PR, or experiential—don’t have to feel intimidating or overly salesy. By following these five steps, you can transform your approach and build lasting client relationships:
Do your homework.
Build trust.
Set a clear agenda.
Master the art of listening.
Define next steps.
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