When I work with an agency on their new business program, I make sure that everyone in the company is invested in and trained in new business. One of the first questions that should be addressed is this: Do all employees understand the role and responsibility they have in growing the agency?
New business development should not be limited to the new business AE or the executive suite. Everyone can, and should, contribute to promoting the company to prospective new clients. And that requires training, motivation and regular encouragement.
Are you training your employees to make them an effective new business tool for the agency?
Do they understand the goals of the agency? Do they understand how the agency is positioned and why this is an important benefit for clients?
Do you have an easy to remember "elevator speech" that all employees know, understand and feel comfortable in relating to others? If you don't, you should. If one of your employees meets someone and is asked what they do for a living, could they/would they give an answer that might help the agency develop a new client?
I always remind the staff at my agency clients that you never know who the person you are speaking with knows, or lives next door to, or went to school with, or sits on a board with, or goes to church with. So arming them with a canned, but conversational, answer to the question "what do you do for a living?" can be an important asset to your new business program.
Do you have a defined process for reporting leads to agency management?
It is not only important to train your staff to know and say the right things about your agency, they should also understand how to develop potential leads. They should know who to tell and why. They should recognize the important role they can play in developing a lead.
Keeping them involved in some way is a valuable way to build on the initial introduction to the agency. They should have access to additional materials and input to strategic decisions that can help to sell the agency's benefits to prospective clients. It is important for the employee to be kept in the loop if the new business team takes over the process as they can play a valuable role in evaluating next steps.
Is there a formal incentive program to encourage employees to participate in developing new business for your agency?
I've worked with agencies that offered financial incentives for leads, but, quite honestly, I don't think they work that well. The most powerful incentive I have seen is simply public recognition for their efforts. This is especially effective with Gen X and Gen Y employees, who function best when they receive continuous feedback and peer recognition for their efforts.
One agency I know has a monthly "Sterling Staffer" award that is used to recognize an employee for exemplary service to the company at monthly staff meetings. If your agency has a similar program, you should nominate or elect someone, whenever possible, that has been instrumental in helping to land a new client or additional business from an existing client. And if that recognition is supported by an additional incentive (like an extra day of vacation) it will make the program even stronger.
You should never forget that effective training and use of staff in new business requires a continuous effort to encourage everyone to be aware of their role in helping the agency grow. Make your staff a secret weapon that dramatically increases the reach of your new business efforts and your agency will reap the rewards!
