nb 22 rules1
DESCRIPTION
Fairly or not, agencies are judged by their new business success. This summarizes how agencies optimize their chances, based on my 30 years experience in agency management.TRANSCRIPT
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22 Rules Of Winning Lots Of
New Business**And Growing Profitably
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Rule 1: Don’t Lose Accounts
KeepWhatYouHave
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Rule 2: Only Pitch The Right Ones
JustSayNo
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Rule 3: The Most Important Reason For Winning
CONFIDENCE
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Rule 4: What Clients Look For
PASSION
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Rule 5: Who To Put On The Team
PeopleWho Get
Along
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Rule 6: Who To Keep Out
Anybody Who Disrupts The Team**Even If They Are Terrifically Brilliant
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Rule 7: Pitch Team Or Real Team?
Real Team.Always.
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Rule 8: The Selection Process Is Relative
PlanToWin
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Rule 9: “Right And Wrong” Are Different In New Business
“The Consumer”IsThe Client
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Rule 10: The Most Decisive Person Should Have Total Power
Dictatorship
Rules
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Rule 11: The War Room
MakeItReal
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Rule 12: Backloading
Skew SpendingAnd ImpressionsCloserTo The Pitch
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Rule 13: K.I.S.S.
Simple StrategiesAlways BeatComplexStrategies
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Rule 14: Charisma
Be Memorable
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Rule 15: Monotheism
Don’t ShowTooMuch Work
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Rule 16: Lucidity
SyncStrategyAnd Creative
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Rule 17: The 100 Days Plan
Demonstrate That You HaveThe Resources And Foresight
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Rule 18: Transform Losses
EveryLossIs A Contact
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Rule 19: Win Before You Pitch
There Is Always A
Favorite.
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Rule 20: 360 Degrees
Address How WorkWill Be AdaptedFor All Audiences**shareholders, press, employees, communities, etc
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Rule 21: Vanity
Don’t TalkAbout Yourself.
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Rule 22: Humility
CreditYour Clients