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Build a Better Agency Podcast

Scale and grow your agency with better clients, invested employees, and a stronger bottom line, with Drew McLellan.
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Now displaying: July, 2018
Jul 30, 2018

Business development does not just happen. For most of us as agency owners, sales is one of those things we wish we didn’t have to do.

In this episode of Build A Better Agency, we’re going to really dive into sales. I think the reluctance comes down to a fear of rejection. Because of those fears and insecurities, we don’t prioritize biz dev. We don’t put it on the calendar. We don’t make it a must do.

I think the biggest change we can make, and this is my challenge to you, is to just carve out time to connect with your ideal clients. Maybe it’s one morning a week. But as my guest says, if it’s not on the calendar, you’re not going to do it.

My guest for episode #147 is Michelle Weinstein. Michelle has done it all. She's been on Shark Tank. She has raised over a million dollars for her last company, and she now teaches entrepreneurs how to sell.

At the end of the day, Michelle is a sales strategist. She teaches mission-driven entrepreneurs how to sell without being sleazy.

I think we make sales harder than it needs to be. That’s why I wanted to bring Michelle on to have this conversation. She generously shared some incredible ideas and strategies that you can implement right now.

What if you could make a list of your ideal top-tier clients and actually have the confidence and the plan to demonstrate to them that they’re be losing out by not working with you.

That’s just the tip of the iceberg of our discussion. This is a must hear episode if you are looking to enjoy biz dev and ultimately the fruits of that labor in increased profits.

What you’ll learn about in this episode:

  • Why saving those email and text “thank you’s” and testimonials from clients is so important
  • Why service-based businesses like ours are easier to sell than products
  • How to block out time for business development
  • The most useful tasks to tackle during your biz dev time
  • Why “bumping into” your ideal clients at a trade show can be a truly winning strategy-and how to prep for it
  • How to research and strategize for your pitch
  • Creating and managing a list of your top 20 ideal new clients
  • How to offer a gift that is something of value, without giving away the store or your trade secrets

Ways to contact Michelle Weinstein:

We’re proud to announce that Hubspot is now the presenting sponsor of the Build A Better Agency podcast! Many thanks to them for their support!

Jul 23, 2018

Why do some agencies seem to “get” digital transformation and others struggle to cross that hurdle? Even more puzzling – among the ones who do get it – why are so many of them struggling to make money at it?

These are some of the daunting questions I’m exploring in this episode with my guest Chris Aarons. We all understand that digital transformation is happening. Few understand this as well as he does.

What does it mean for an agency to have digital-first DNA? Chris Aarons’ book Digital Helix explores this idea and I asked him about it when we spoke. Part of this concept is understanding that everything is connected, and a digital asset is never “done” or complete. When we approach our work with that understanding, what we do for and with clients becomes less about putting out emergency fires or checking off the boxes on the latest trend. It becomes about a consistent and constant state of evolution.

Chris believes the larger value we can all offer clients is helping them recognize and embrace that reality and then together, looking out over the horizon and planning for tomorrow’s opportunities rather than focusing on today’s fires.

That’s how we add incredible value and earn our seat at the client’s table. In this episode we talk about how to make that vision a reality for your agency.

What you’ll learn about in this episode:

  • The importance of an exploration mindset in moving you and your clients forward
  • What it means to operate with a digital-first DNA as an agency
  • How to encourage digital-first DNA thinking in your clients
  • How to develop ongoing conversations with clients rather than operating from a one-off proposal framework
  • Why talking with a client’s customers is at least as important as talking with the clients themselves
  • How sales are connective moments – not a journey
  • Why identifying the current problem is not the agency’s primary job
  • How to be relentless about getting better over time
  • When and how organic influencer models can beat the pants off of paid reach
Jul 16, 2018

When you’re busy running an agency, it can be hard to take a step back to see broader trends. What is currently happening and what is on the horizon regarding client relationships? What tactics and deliverables are hot and making agencies money? This is the second part of a discussion I started last month about the we’re tracking at AMI.

One of the best aspects of our work with agency owners from all over the world is that it affords me perspective. In episode 140, Top 2018 Agency Trends Part 1, I talked about trends that were related to money and the changing structures of our teams. And in this episode, I’m going to talk about the trends that I did not have a chance to get to in that episode.

What you’ll learn about in this episode:

  • How retail-facing companies are transitioning those skill sets into B2B space
  • Why big consumer brands are decreasing their marketing spend and what it might mean down the road for small to mid-sized agencies
  • The continuing rise of video and how to avoid the urge to over-produce video content
  • Why clients are coming back to integrated agencies after splitting their marketing dollars among smaller agencies focused on narrow tasks
  • What tactics and deliverables are earning agencies solid revenue in 2018
  • The rise of influencer marketing
  • The fascinating ways in which voice is changing search and how to stay on top of the trend
  • The love/hate relationship we all have with chatbots and what that might mean for their future

Drew McLellan is the CEO at Agency Management Institute. He has also owned and operated his own agency since 1995 and is still actively running the agency today. Drew’s unique vantage point as being both an agency owner and working with 250+ small- to mid-size agencies throughout the year gives him a unique perspective on running an agency today. AMI works with agency owners by:

  • Leading agency owner peer groups
  • Offering workshops for owners and their leadership teams
  • Offering AE Bootcamps
  • Conducting individual agency owner coaching
  • Doing on-site consulting
  • Offering online courses in agency new business and account service

Because he works with those 250+ agencies every year — Drew has the unique opportunity to see the patterns and the habits (both good and bad) that happen over and over again. He has also written two books and been featured in The New York Times, Forbes, Entrepreneur Magazine, and Fortune Small Business. The Wall Street Journal called his blog “One of 10 blogs every entrepreneur should read.”

Ways to contact Drew McLellan:

We’re proud to announce that Hubspot is now the presenting sponsor of the Build A Better Agency podcast! Many thanks to them for their support!

Jul 9, 2018

I’ve always described our work as being called upon to be creative on demand. Whether an agency employee sits in the creative department, codes apps, builds strategy or works on new business – we are all tasked with being fresh thinkers.

Our clients hire us to ask the right questions. We feel the pressure to provide answers or at the very least, to know the next right question.  It’s incredibly satisfying when a prospect or client says, “I’ve never been asked that before.”

My podcast guest Larry Robertson, encourages his clients – and us – to sit with questions – to not look for quick and easy answers. But to recognize that the real insight rarely comes from the first layer of questions. The paradox is that in times of frenetic change, having the right answers are more important than having the quick answers. Organizationally speaking, it’s a matter of life and death.

Larry Robertson is an innovation and strategy advisor. He is the author of two award-winning books: A Deliberate Pause: Entrepreneurship and its Moment in Human Progress, and The Language of Man: Learning to Speak Creativity, honored with a combined 16 awards.

During our conversation, Larry talked about the research he did as he was prepping to write “The Language of Man.” He interviewed recipients of the McArthur “Genius” award to gather their collective wisdom on creativity and staying power in business and life.

Along with being an author, he’s also a columnist for Inc. Magazine and The Creativity Post, and a regular contributor to Fast Company. He also has been featured guest on or in MSNBC, the Chicago Tribune, AdAge, SmartBrief, and in numerous podcasts.

He is a Graduate of Stanford University and Northwestern University’s Kellogg School of Management and a former Adjunct Professor of Entrepreneurship at Georgetown University’s McDonough School of Business.

What you’ll learn about in this episode:

  • How to help clients recognize their value proposition
  • The five layers of “why” and how it can be a powerful tool for agency
  • How to answer the “so what?” question about what you do and why it’s important
  • The importance of staying curious and open-minded no matter how long your agency has been around
  • Cultivating the Five Habits of the Mind in your agency and weaving it throughout your discovery process
  • What prospects are looking for when picking an agency
  • The two things you can’t do as you implement the Five Habits of the Mind
  • Your role as an agency during the discovery session
  • Larry’s perspective on change and how it affects your agency and clients
  • The three key things you need to do to expand your agency’s brand lifespan to last longer than 15 years
  • The benefits of implementing “play“ as a habit and how it can help you become a better on-demand creative
  • How to encourage better micro-habits as a leader within your agency

Ways to contact Larry Robertson:

We’re proud to announce that Hubspot is now the presenting sponsor of the Build A Better Agency podcast! Many thanks to them for their support!

Jul 2, 2018

We live in the ratings and review economy. While our clients (and I suspect we are guilt of this too inside our agencies) are busy chasing after the new customer, the truth is – if we don’t create an amazing experience for our existing clients – we’re sunk. It’s tough to attract new business when your current customers are giving you mediocre reviews or rushing to social media to share your customer service blunder with their connections.

Never forget that 70% of your net new revenue should come from existing clients. Odds are your clients are in the same boat. In today’s world of commoditization, the experience we create is often our point of difference. And let’s face it – you’re probably not on the front lines with your agency’s clients. Your team is.

That’s why I was eager to speak with my guest Stan Phelps – an expert in customer experience and employee engagement. Among the many things on his plate, Stan runs purplegoldfish.com where he digs deep into these topics in his best-selling book series and on stages across the globe.

I wanted to ask Stan about the links between customer experience, embracing weirdness, employee engagement, and above all – purpose in an organization – how they are all tied to one another; how they are often the difference between surviving (or not) and thriving as a company.

Stan Phelps is an IBM Futurist, TEDx Speaker, and Forbes Contributor. He has spoken at over 250 events on every inhabited continent, in over a dozen countries for Fortune 100 brands such as IBM, Target, ESPN, UPS, GlaxoSmithKline, and Citi.

Prior to focusing on writing and speaking, Stan held leadership positions at IMG, Adidas, and the PGA. He also spent seven years as Chief Solutions Officer at Synergy, an award-winning marketing agency. At Synergy, he helped create larger than life brand experiences for brands such as KFC, M&M’s, Walmart and Starbucks.

Stan received his BS in Marketing and Human Resources from Marist College, a JD/MBA from Villanova University and a certificate for Achieving Breakthrough Service from Harvard Business School. He is a faculty member on ANA’s School of Marketing and also serves as an adjunct instructor at Rutgers Business School.

What you’ll learn about in this episode:

  • How exceptional customer experience means current customers will be eager to bring you, new customers
  • What the concept of lagniappe (pronounced, “LAN-yap”) – a tradition in New Orleans – is all about and how you can use it to go that extra mile for your clients
  • The bottom line importance of warmth and competence
  • Making your best clients aware of your full range of services
  • How to embrace weirdness as a business development strategy
  • The 5 things that impact the growth and health of a goldfish – and what that means for your business
  • The correlation between the first 4 months of your business and its overall health to this day
  • How to put purpose at the bullseye of everything you do
  • The law of worthy intentions

Ways to contact Stan Phelps:

We’re proud to announce that Hubspot is now the presenting sponsor of the Build A Better Agency podcast! Many thanks to them for their support!

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