Expert: Sean Trapani - 4/26/2010

Question
Hi,

I am a proprieter of an advertising agency. I have just begun my journey. Can you please give me some tips as to how to do business development for my agency. What are the appropriate questions to engage a client. How should i convince a client who allready has a tie up with an agency or has some in house designers to handle their work.

If you could also suggest some more ways to get business apart from client calls.

Answer
The agency world is a small place, Summaiya. I don't suggest "going after" another agency's work. It's one thing if a client is unhappy with an agency, and you're subsequently contacted by them (via the RFP process or just a phone call). That's normal. Trying to steal business away from another shop will brand you as unscrupulous among your peers. If your peers hate you, they will never refer business your way (that's not right for them); they will never refer talented employees (that they can't hire at the moment); and they will do their best to poison your reputation. Don't put a short-term client win in front of your long-term agency success.

The most aggressive that I've seen agencies be - and get away with it - is to let companies know that you're available for "project work." Sometimes, clients throw so much work at their regular agencies that the agency can't handle it all. That's when the client may seek out additional support from another ad agency. If you do this, you won't be perceived (as much) as a predator of other agency's clients.

Remember - if you take business away from another ad agency, that agency will have to fire employees. You will be personally responsible for a family going hungry. It's a big consideration. Approach it with great thoughtfulness.