Despite the fact that many of them feel very uncomfortable ‘selling’, it turns out that agency owners are pretty darn good at it. There are a few reasons for this.
The first reason is simple: They understand the agency inside-out. At least you’d hope so. They know exactly what their agency can offer, their historic case studies, their strengths and weaknesses. More importantly, they have a grasp of how their agency can solve their prospects’ problems. And that’s really just Sales 101.
Not only that, but they understand their potential clients’ business too. And that’s the second reason. This is even more prevalent when your agency is fairly specialist or works in a certain niche. It means you have a great depth of knowledge and expertise. It means you can speak your prospects’ language, and start unpicking their challenges right from the get go. You can add value from the first interactions.
And the final reason? They have to be good at sales or else they’ll have to shut up shop and find something else to do. Agency owners are intrinsically motivated to sell. They have their backs against the wall. Because failing to sell means letting staff go, moving to a smaller office, or no more Friday-afternoon drinks. Not only that but you’re (hopefully) really passionate about what you do. That’ll come across during all conversations and help convince prospects you’re the right choice for them.
So yeah, if you’re running a fairly small agency – less than 50 people, say – then it actually makes a lot of sense to have the owner heavily involved in sales. And don’t just take our word for it. From speaking with hundreds of agencies we found that only 4% of small agencies employ a BDD. In most cases, the agency owner or MD leads new business.