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Call us for a chat on +44 (0)20 7836 3678 or Email Jim Piper or David Newman

Why the summer months are crucial for new business

One of the most common objections we hear when approaching agencies about their new business plans at this time of year is “it’s dead in the summer”.

However, from decades of experience in helping agencies win new clients, we know this is not actually the case.

Whilst it is true that a significant number of marketing decision makers will take holidays at this time of year (although rarely for more than two weeks at a time), the next three months are actually vital to any agency’s ambitions to boost their new business revenue for the rest of the year and into 2023.

Here’s why:

Traditionally, we ALWAYS see a spike in companies handing out briefs or inviting agencies to pitch for work during the autumn. This is not just unique to brands giving briefs to agencies, it also mirrors the interest we receive from agencies looking for help with lead generation from companies like ourselves.

However, to use the old adage, Rome wasn’t built in a day. And neither is any meaningful client relationship.

An absolutely fundamental element of the new business process is to build up a pipeline. If you want to increase your chances of being on any pitch lists (and therefore increase your chances of winning new clients) it is vital to lay the groundwork now.

This means ramping up activity during the summer months to identify and cultivate the prospects who will be appointing agencies in the autumn.

To do this takes tenacity, intelligence and good timing.

Realistically, you would be very lucky if the first approach you make to a senior marketing decision maker – who you are hoping may spend tens, if not hundreds of thousands of pounds with your agency – agrees then and there “let’s do this right now!”

In fact, you would be fairly lucky if they even take your call or respond to your first email approach initially.

But, given a little bit of time, you may have a few conversations with them, enabling you to develop a concise understanding about their situation and ambitions/pain points for their brand. Then you’ll meet with them to build up further trust and rapport and, from this, you are in a position to show them exactly how your agency can help achieve their goals.

It’s like a mating ritual we see time and again, but one you should only ignore at your peril.

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