Im working with 2 service agencies and have friends with many others. And I often find the focus being put on one of the following: - what services to sell, what problems to solve - who to sell to - how to sell it Which is great. But Ill argue (and could comfortably prove) that the sales aspect is easy. There is NO shortage of companies needs problems solved, campaigns implemented, results generated. Yes the strategy is VERY important (what services to specialize, who to target, where to reach them ... ) but none of it matters if you dont first solve the successful-delivery problem. If you or your team cant actually, successfully (and preferably in a scalable and systems based manner) fullfill the service to a client, then everything else is just paper-pushing and theory. ** For an agency, especially a done for you services one, you must put VERY HEAVY weight on HR, training, processes, project management and quality assurance. *** If you recruit no-skilled workers, have weak training, no systems/processes, an inexperienced project manager and poor quality assurance... your sales and marketing is irrelevant. Its like wanting to open a donut shop but not having any ingredients to make the donuts. You can easily find people who would want a donut... but you cant successfully fulfill it, so then whats the point. I always recommend put the MOST focus and MOST dollars and MOST resources into the items I just mentioned. Then do a few pilot runs either as free (some people shy away from free, which is foolish as it can build goodwill and testimonial/case studies quickly with influencers and brands) or at a deep discount . See how your team executes. IF they can hold their own (even if there are hiccups), then and only then do you start thinking big picture. If you cant even make a single donut, none of your marketing and grand-master-plan matters a single cent.
Posted on: Sat, 19 Apr 2014 08:33:25 +0000
Trending Topics
Recently Viewed Topics
© 2015