Do your Homework
Before a blind date, most of us sneak a peek at their socials or LinkedIn. A new business meeting is no different. Do your homework: check out the brand’s latest campaigns, scan their brand socials, and understand what they’re proud of (and what keeps them up at night).
Referencing something specific, like their recent product launch or awards, shows you’ve put in the effort. Just like dating, effort is attractive.
Don’t brag, build trust
Nobody wants to sit across from someone who won’t stop talking about how amazing they are. On a date, that’s a red flag. In a new business meeting, it’s a deal killer.
Instead, aim to build trust. Share honest stories, admit if something isn’t your strong suit, and keep the spotlight on them. A little humility goes a long way, and makes you far more memorable than the agency equivalent of “I go to the gym six days a week.”
Set Expectations (Without Killing the Romance)
On a date, you don’t whip out a printed agenda, but you do set expectations. “I can only stay for an hour,” or “Shall we grab drinks after dinner?” keeps things clear.
In new business, the same applies. Use a simple structure like I DO ART (Intention, Desired outcomes, Agenda, Roles, Time) to outline the flow of the meeting. It’s not unromantic, it’s respectful. And nothing’s more attractive to a busy prospect than someone who values their time.
Listen Like You’re Actually Interested
Picture this: you’re on a date, and the other person nods while scrolling through their phone. Instant turn-off, right?
In meetings, it’s the same. Don’t just wait for your turn to speak. Really listen. Pay attention to tone, body language, and what’s not being said.
Ask open questions: “What’s been the biggest frustration with your current campaigns?” Show curiosity. Because the truth is, listening is way more impressive than rattling off a credentials deck.
Lock in the Second Date
No one leaves a good date saying, “That was fun, maybe I’ll text in three weeks.” You set the next plan before you part ways.
New business is no different. End every meeting with clear next steps: schedule a follow-up, agree on a deliverable, or book time with their wider team. Don’t leave it vague. If there’s chemistry, don’t let it die the second you say goodbye. Momentum is everything in new business.
New business meetings don’t have to feel like awkward sales pitches. Treat them like blind dates: do your prep, be genuine, listen well, respect their time, and secure that all-important second meeting.
Do that, and you won’t just win more work, you’ll build the kind of relationships that last well beyond the first coffee.
Expertly written by Nikole Orbeta
ARE YOU READY TO POWER UP YOUR NEW BUSINESS EMAIL STRATEGY?
If you’re looking at how you can implement these techniques into your new business strategy for 2025, or are interested in how our lead generation services can support your agency’s growth, email: emma.robson@thefuturefactory.co.uk and let’s chat.
