How to Land Bigger Clients for Your Agency
Landing bigger clients requires a fundamentally different approach than selling to small businesses. Here's how to position your agency for larger contracts.
The Power of Referrals
A referral is (and will always be) the strongest way to generate new business, especially large contracts. Big companies aren't going to Google to find marketing agencies — they're being introduced through people they trust.
The Enterprise Sales Process
Courting a large company can take months to years, depending on their current contractual obligations and contract award cycles. These companies will issue an RFP (request for proposals) to a select list of agencies they'd like to hear from — it's critical to get on this list.
Key Differences in Selling
When you're selling to small businesses, you're likely selling directly to the business owner. When you're selling to large companies, you're selling to their internal marketing teams. The sales process, messaging, and deliverables all need to adapt.
Content as a Lead Generation Tool
Publishing content as videos and hosting on YouTube has been the largest driver of large agency leads. This positions you as an authority and builds trust before the first conversation.
Stand Out with Unique Deliverables
Develop tools and deliverables to demonstrate unique capabilities to the market. The key here is creating something that speaks to the needs of your target prospect and differentiates you from competitors.