RSW/US Speaks on Agency New Business at 4A's Orange Forum

Encourages Agencies to Keep Focused and Look Outward

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Dec 05, 2011, 01:02 ET

CINCINNATI, Dec. 5, 2011 /PRNewswire/ -- RSW/US was recently invited to speak on the topic of maximizing the effectiveness of agency new business prospecting programs during the most recent gathering of the 4A's Orange Forum in Atlanta, Georgia.

Mark Sneider, Owner/President of RSW/US discussed the importance of making certain each prospect an agency pursues mentally "Checks the Boxes" during each agency encounter along the new business journey...from the start of the prospecting process - when first reaching out to a potential client - all the way through to the final close. "You want prospects to be sold without selling them. You want to talk about them and their issues, but all the while be prepared to lob insights into the conversation that give prospects confidence in your ability to get the job done in a better and more insightful way."

Mark noted that the annual surveys conducted by RSW/US (and made available on their site) consistently report year-after-year that what marketers want during first meetings and throughout the prospecting process, and what they get, are two different things. "Marketers want to be listened to and they want agencies to understand their business. What marketers typically get is a sales pitch and presentations about agency capabilities."

During the presentation, Sneider presented very specific steps agencies can take during each phase of the prospecting process - starting with initial preparation and leading all the way through to the steps necessary to effectively move a meeting to close.

The presentation and meeting was held on December 1, 2011.

About RSW/US

RSW/US is a full service, agency new business development firm that helps marketing service companies (exclusively) find and win new business. More information about RSW/US can be accessed at: www.rswus.com or by contacting Lee McKnight, Jr. at [email protected].

About 4A's Forums

The 4A's Forum Program involves groups of 10-18 CEOs from member agencies of similar size who gather to discuss mutual problems and exchange ideas. The purpose of a Forum is to help members share knowledge and discuss common experiences. Typical agenda items include new business strategies, agency compensation, human resources, mergers and acquisition concepts, and other areas of interest and concern. For more information contact Jennifer Seidel at [email protected].

Contact: Lee McKnight
Phone: 513-559-3111
Email: [email protected]

SOURCE RSW/US