Few things energize agency owners more than hearing a prospect say “yes” to a proposed piece of work.
But that’s not the end of the sales process.
You still need to get the terms in writing, whether that’s a simple letter agreement or a more detailed contract.
That means there’s still time for things to go sideways.
It can be very tempting to start work before you get all the t’s crossed and i’s dotted, but that’s a mistake.
In this week’s newsletter, I’ll talk a bit more about what you should do as soon as you get that initial “yes” from your prospect.
But first let’s look at the resources that Jen has rounded up for us this week.
Also, today is the last day to complete the Q3 Small Agency Survey focused on business development, so if you haven’t done so already (and you’re reading this on Friday, August 2) then head on over here to take part. Everyone who completes the survey will get a copy of the results.
— Chip Griffin, SAGA Founder
Upcoming Events
- Webinar: How to work with nonprofits as an agency (August 6)
Latest podcasts from SAGA
- Unlocking agency potential by asking “So What?” (Agency Leadership Podcast)
Weekly Roundup
Below are some articles, blog posts, podcasts, and videos that we came across during the past week or so that provide useful perspective and information for PR and marketing agency owners. While we don’t necessarily endorse all of the views expressed in these links, we think they are worth your time.
— Jen Griffin, SAGA Community Manager
Articles & Blog Posts
- Should we talk about politics at work? (Bureau of Digital)
- What are you unwilling to do? (Anchor Advisors)
- How Audio Storytelling Can Illuminate the Human Experience (Spin Sucks)
Podcast Episodes
- How To Keep Your Head When Everyone Is Losing Theirs (That Solo Life)
- The Truth About Long-Term Communications Success (Spin Sucks)
- Optimizing Your Agency Workflow Systems, with Alane Boyd (The Innovative Agency)
- Are You Fishing in the Right Pond? (2Bobs)
- Agency Growth Secrets With Leeann Leahy (The Marketing Agency Leadership Podcast)
- How well did CrowdStrike handle its crisis communications? (For Immediate Release)
- How to authentically self advocate on Linkedin, with Gus Bhandal (The Personal Brand Business Show)
Videos
- What Do You Really Need To Start Working? (Win Without Pitching)
- It starts with being known (Agency Management Institute)
AI in Focus
- Decoding PPC in the Age of AI (The Digital Agency Show)
When the prospect says “yes”
It’s natural to pump your fist and celebrate when a prospect says “yes” to your proposal.
But that’s just the beginning (and you definitely shouldn’t start any work based on that first verbal commitment).
You still have work to do to get the deal across the goal line because it isn’t done until you have a signed agreement (and typically your first payment).
Shannyn Lee of Win Without Pitching discussed this topic in a video this week, and she urged agencies to continue to “lead in the sale through the contract phase.”
That’s such an important concept. Too many agencies defer to the soon-to-be client completely on how they want to do the deal.
Some clients want to operate off of an old-fashioned handshake while others may have their own lengthy contract that they want you to sign.
The reality is that you need to have an agreement structure that you are comfortable with. I would strongly advocate against handshakes, but beyond that there are a lot of options for memorializing the terms so everyone is on the same page.
Whatever you do, it behooves you to understand the risks and rewards of your preferred approach. Unless you have a lot of experience with contracts, you probably should consult a lawyer so there are no unfortunate surprises down the road.
In general, you should have a standard contract ready to go so that when a prospect says “yes” you can very quickly get that document in their hands.
If you’re working with a small-to-medium business, then that’s likely to drive the process forward. For larger enterprises, you may still get wrapped up in their preferred contract format.
Working from your own standard contract has many advantages. It communicates to the new client that you are prepared and have systems in place. It enables you to work from terms that you already know you are comfortable with. And it avoids the delays caused by uncertainty over who is going to do what to get the paperwork completed.
Even if the client insists on their documents, you need to be prepared to push back on anything that you are not comfortable with. In some industries, the standard contract format you are provided will have all sorts of provisions that aren’t even relevant to your engagement, but could end up costing you a lot of money or risk putting you out of compliance.
At this stage, though, it’s not all about the legal aspects.
You can keep momentum toward the needed signatures (and initial payment) by working with the prospect to schedule kickoff calls and other key steps.
The trick is to use those as levers to get the deal done, and the new client needs to understand that those meetings or calls are contingent upon getting the paperwork done.
This needs to be non-negotiable. Starting work before you have written agreement over the scope of work, payment terms, and other important details exposes you to many risks, including not getting paid or ending up with a soured relationship due to mismatched expectations.
So by all means get excited when you hear “yes,” but don’t pop the champagne cork until you have everything fully buttoned up.
How to work with nonprofits as an agency
More and more agency owners are seeking to make a difference on issues they are passionate about.
If you’re wondering the best way to go about working with and for nonprofit clients in order to have an impact on causes that matter to you, please join us for our upcoming webinar How to work with nonprofits as an agency.
Chip will share his experience of working with nonprofits, and answer questions about whether and how to offer discounts while still contributing to your agency’s bottom line.
To register for the webinar at 1 PM ET on Tuesday, August 6, click here.
