We hate to sound like a pushy parent, but if you want to make these meetings successful, then you need to do some homework.
This might sound obvious, but it’s often the first thing busy agency owners miss. Get it right, and it’s a great way to show initiative, make sure your meeting is actually relevant, and ultimately make the best first impression.
Check out this quote from the Head of Marketing at a global travel company:
“It’s clear when agencies haven’t done their homework. Show me you know me and keep it relevant.”
That’s really our point in a nutshell. Everything you say to your prospect needs to be relevant to them.
So start by digging deep into the brand. What do they sell? Have they worked with other agencies like yours? If so, what were those projects like? You should even take a look at corporate reports to see where their business focus lies.
You also need to look outside of the brand you’re meeting with. Learn about their sector and any trends that might affect them. Check out their competitors, and figure out where your brand fits into the overall ecosystem. Are they the market leaders, or are they the up-and-comers?
Of course, you’re also meeting an actual person (or people). So find out more about them. What’s their career path like so far, and where are they heading? What kind of things do they engage with? A little LinkedIn stalking can go a long, long way.
Once you’ve done your research, develop a point of view about your prospect. Show you care, that you’re passionate about their brand, and that’ll shine through in your meeting. You’ll be able to start adding value right away, focusing on their specific needs and challenges. That’ll go a long way towards closing the deal.