bob sanders - focus on chemistry

INBOUND15

Focus on ChemistryHow to Win New Business & Build Lasting Client Relationships

Bob SandersPresident, Sanders Consulting Group

@newbusinesshawk

Why Chemistry?

@newbusinesshawk

@newbusinesshawk

Headline

IllustrationLogo

BodyCopyTask/Control

TellAsk

People/Emote

RESULTSOPTIONS

NOW!

PROCESSSCORECARD

HOW?

FLASHWOW!ME!

RELATIONSHIPSCONSENSUS

WE.

@newbusinesshawk

Profiling takes two steps. Don’t guess.

1. Is the prospect more task- or people-oriented?2. Is the prospect more ask or tell?

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Hollywood Understands

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Headline

IllustrationLogo


TellAsk

People/Emote

@newbusinesshawk

Headline

IllustrationLogo


Tell

People/Emote

Ask

@newbusinesshawk

Headline

IllustrationLogo


Tell

People/Emote

jon

Ask

@newbusinesshawk

Profiling takes two steps. Don’t guess.

1. Is the client more task- or people-oriented?2. Is the client more ask or tell?

Study their email

Look at how they write

Observe how they talk, act

Watch their actions

Listen to their voice mail

Check out social media

GOAL: DISCOVER THE PATTERNS!

@newbusinesshawk

TELLSFirm, quick handshake.

Tends to dominate -makes statements rather than asking

questions. Aggressive facial and

hand expressions. Leans forward to

stress a point. Voice tone change

indicates importance of the statement.

TASKBland, unresponsive facial expressions; few

hand gestures.No use for small talk, wants just the facts.

Acts in careful, cautious manner.Maintains serious expression.

Seems preoccupied.

ASKSSofter handshake.Slow, deliberate

speech.Tends to lean back,

away from you.Voice rarely used to make a point.

Quiet, submissive gestures and facial

expressions.Asks questions

rather than making a statement.

PEOPLEAttentive with animated responses – smiles,

nods and frowns.Frequent eye contact.Open, eager attitude.

Keeps hands free.Little interest in facts or figures, more

interested in personal stories.Uses friendly gestures / facial expressions.

@newbusinesshawk

@newbusinesshawk

How to Profile by Actions

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How to Profile Their Office

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How to Profile by Dress

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How to Profile by Job

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Profile by Type of Agency

(they want)

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How Profiles Fire an Agency

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BodyCopy Headline

Logo Illustration

Why Personality Is So Important

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“System Thinking”

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“Agency Hell”

bold new ideas

wants to filter wants to choose

#%X#&!!! lazy agency just

riding the fee

sends “options” back can’t explain options“just keep working on it”

makes changesrepeatrepeat

@newbusinesshawk

BodyCopy Exercise1. Agency tour:

Detailed, process, clean, organized

2. Agency account team:

Deliberate organizers

3. Agency case histories:

Stress process/experience

“Yes, we would be interested in seeing your agency. I especially want to see yourresearch department, your media operation, and how you manage the workflow.”

@newbusinesshawk

BodyCopy Exercise4. Agency research capabilities:

YES!

5. Media recommendations:

Detailed (money)

6. Lunch:

Worth trying, but don’t expect it

“We’re pretty straight around here on the way we like to operate.”

@newbusinesshawk

BodyCopy Exercise7. Leave behind

(written summary of presentation):

Detailed, tabs, organized, beautiful

“First off we expect the agency to follow our procedures. Second, we don’t put a lot of stock in wild and crazy ideas. Third, we’re serious about the way we promote ourselves. We like to check to be sure things are right before we go to market.”

@newbusinesshawk

Headline Exercise1. Agency tour:

Try! Fast, focused, results


Authority to make decisions


Don’t be boring. Flash a few fast turnaround results

“I don’t have time for a tour. I want to get into this brief I brought with me. Maybe we can walk around later.”

@newbusinesshawk

Headline Exercise4. Agency research capabilities:

Don’t bother


Focus on measureable results

6. Lunch:

Working lunch, “club sandwiches for everyone”

“My favorite agency would be quick and to the point. Show me the options.”

@newbusinesshawk

Headline Exercise7. Leave behind


Detailed. They will hand it off…

“We don’t have a lot of time to debate things, so I’ll make the decisions. I want to see some results soon. And I want an agency that can provide that.”

@newbusinesshawk

Illustration Exercise1. Agency tour:

Fun, exciting, teams


Fast with the card


Boring. Don’t care. It’s about me…

“Yes, I would love looking around your shop! I’ve heard your agency is an exciting place to work. I’m especially interested in your creative department.”

@newbusinesshawk

Illustration Exercise4. Agency research capabilities:

Only if it’s new and different


Boring, make it interesting

6. Lunch:

Latest hot-spot in town

“We’re a pretty cool group. Any agency would love working with us because we are always challenging the current perceptions. I want to push the envelope!”

@newbusinesshawk

Illustration Exercise7. Leave behind


Important! But will never look at it

“Just want you to know, we work hard and play hard. An agency would have to be really special to keep up!”

@newbusinesshawk

Logo Exercise1. Agency tour:

Causal, relaxed, smile


Warm, family, friendly


Stress client and agency teamwork

“We would like to meet the people who might be working on our account if we decided on your agency.”

@newbusinesshawk

Logo Exercise4. Agency research capabilities:

Focus groups! Consumer voice


Safe, cost effective, easy to sell

6. Lunch:

Family style, buffet

“We’re pretty relaxed around here. We want our agency to be part of our team.”

@newbusinesshawk

Logo Exercise7. Leave behind


Very important. Will hand out

“It’s important to us that everyone contributes and everyone gets along.”

@newbusinesshawk

Next Steps:

1. Chemistry is very important in this business2. Chemistry’s importance is growing every day3. Control Chemistry with Profiling4. Your agency team needs to learn how to Profile

@newbusinesshawk

Options:

DayOneOne-day new business learning session. Learn 12 critical skills.

New Business ChemistryShows agencies how to win the chemistry battle.

HighGearShows agencies how to master client-chemistry and organic-growth.

SharkingSets up an outreach program aimed at the agency’s largest prospects.

A few of our one-day training programs:

@newbusinesshawk

Bonus:

“What would you like for dinner tonight?”

The Most Dangerous Personal Relationship Question:

@newbusinesshawk

Headline

Logo

Task/Control

TellAsk

People/Emote

No ResultsNo Options

“I really don’t care…”

“Darling, what would you like for dinner tonight?”

“I really, really don’t care…”

*

*ENRAGED Logo

@newbusinesshawk

The Solution:

Logo:♦Answer the question♦Offer options♦ Provide some pros and cons♦Keep going with the flow

Headline:♦Accept the non-answer♦Make a decision♦Respect the logo♦ Just let the indecision go

@newbusinesshawk

Illustration


TellAsk

People/Emote

“Darling, what would you like for dinner tonight?”(not the real question)

Quickly calculates the time of year, what they’ve eaten the past two weeks, etc…

“I think we should go to T.G.I. Friday’s… we have a gift card that’s about to expire.”

Not new.Not exciting.And I’ve already made exciting plans…

@newbusinesshawk

The Solution:

BodyCody:♦Question the question♦Ask for more information ♦Be open & flexible♦And it’s okay to let go once and

awhile

Illustration:♦No open-ended questions♦ State the facts♦Don’t dance, don’t pout ♦And it’s okay to let the BodyCopy

stay home once and awhile

@newbusinesshawkINBOUND15

Questions?

http://www.sandersconsulting.com/TEST/Go here to take the test and discover your profile:

http://www.sandersconsulting.com/TEST/

bob sanders - focus on chemistry

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