🫧Is Buying an Agency, Like Buying a Washing Machine? 🫧

You don’t shop for a washing machine unless your current one breaks down or you’re moving into a new home. It’s a considered purchase; driven by necessity, not impulse.

The same goes for prospective client partners.

They’re not browsing for new agencies on a random Tuesday afternoon. They typically become interested when something changes:

·       An agency relationship fails

·       They are launching a new product

·       Expanding to a new geography

·       A shift in leadership sparks change

Until that moment? Their attention is elsewhere. Your outreach, no matter how well-crafted, is unlikely to get them to change agency.

So, what should New Business teams do?

Firstly, don’t expect an instant return on your prospecting efforts. You need to wait until the client’s ‘Washing Machine’ breaks down.

Secondly, in the meantime you need to get onto their radar. To prospect effectively, you need to:

✅ Understand client timing

✅ Allocate resources strategically

✅ Stay visible but patient

✅ Strike when the window opens

Why Search Consultants Matter

If there are search consultants in your market, make sure you’re in their favoured set.

These experts are often the first to know when a client is “in the market.” Being on their radar gives you the ultimate competitive advantage “timing”.

Invest in these relationships thoughtfully. They’re one of the most cost-effective ways to position your agency for success, especially in the long term.

Final Thought:

Prospecting is a marathon, not a sprint.

Instead, build a smart, sustainable pipeline; one that aligns energy, timing, and opportunity.

When the metaphorical machine breaks down, be the brand they remember.

Need help refining your new business strategy or consultant relationships? Let’s talk!

#BusinessDevelopment #PitchSmart #NewBusiness #AgencyGrowth #Prospecting #Pitching #TheGreatPitchCompany #Adland #BusinessStrategy