Vital questions to ask new business prospects

Essential questions to ask of a prospective client.

Given the limited time and access agencies have in new business situations, what are the key areas you should focus on in your fact-finding process? What critical things should you know as you prepare a new business presentation or recommendations about their brand?

Here’s an outline of key areas to explore in a new business situation, including questions that will help you assess whether it’s a client you really want.

Agency Considerations

  • Why are you changing agencies?
  • What did you like most about your former agency? What would you most like to change?
  • How did they staff your business, and how well did it work?
  • Why is our agency on your list?
  • Why are other agencies on the list?
  • What do you see as our strengths and weaknesses?
  • What roles will your new agency be expected to perform?
  • A year from now, how will you measure the success of the advertising or marketing program?
  • What are the main factors that make an agency/client relationship successful?
  • If you could change how agencies do business, what would you change?

Client Considerations

  • How do the key people in your company view advertising and marketing and how do they feel about its value and role in the success of the brand?
  • How would you evaluate your current marketing communications program? If you had to do it over again, what would you do differently?
  • Who approves the elements of the marketing program in your company?
  • When agencies miss the mark on their work and recommendations, what do you see as the main causes usually?

Presentation

  • What type of room will be used equipment available, seating arrangements, lighting, etc.)
  • Can we visit the room in advance or can you provide a drawing?
  • Who will attend from your company?
  • Who will be the key decision makers?
  • Can we interview your team in advance?
  • What are you looking for in our presentation?
  • How long should our presentation be?
  • How will you evaluate the presentation?
  • Will you have an evaluation form, and can we have a copy in advance?

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