An Agency Review Process That Spotlights the People -- Not The Process

It may not be a trend quite yet, but it's my observation that in recent months more and more customer prospects are placing a greater emphasis on chemistry in gauging prospective business relationships.

And if I may speak on behalf of public relations agencies everywhere, just this one time, we embrace this emerging tendency with open arms.

Several months ago I wrote about chemistry as the key to long-term business partnerships.  My point then was that assuming a level playing field, in that all of the agencies competing for a piece of business demonstrate a strong ability to meet the client's communications goals, chemistry is going to ultimately decide who wins the business.  

Starting around September of last year, several new business prospects we spoke with began their agency search by holding conference calls with the participating agencies, sans an RFP.  These calls -- with members of the agency account team on one end and the client-side decision makers on the other -- commonly begin with small talk.  Casual conversation that helps to break the ice and begins to determine if there's chemistry among those on the call.   Talking about current events, industry happenings, eventful weather and people you might know in common all help to make connections and all qualify as conversation starters.

If there's laughter involved, that means you're off to a great start.  If there's not, begin to worry.

The phone call is a critical first step.  Executed well, you'll move on to the next phase, which is the live meeting and the real test of chemistry.

At a recent new business meeting, the agency was to simply meet with the prospect's VP of marketing and head of communications. What ensued was a two-hour discussion that covered everything from global events to best area coffee shops, to how B2B companies are using marketing automation solutions and inbound marketing techniques to attract customers. Of course, each side still spent time providing background on themselves, their businesses and discussed ideas. But much of the time was spent just getting to know each other; and listening.  

In the second live meeting, each side did a much deeper dive on "what they are looking for" and "how we work."  But again, this was all done without an RFP.  In fact, the acronym never came up.  And I'd venture to say the prospect found out as much about 3Point and the proposed account team by visiting our web site, reading our blog, talking to references.  And finally, by talking with us.  

Let's hope this approach achieves trend status.  It's effective and efficient and allows all parties to get to the work more quickly.

All Else Being Equal, Chemistry Unlocks the Door to a Long-Term Partnership

A pro golfer always assumes their competitor is going to make the putt -- the putt that's going to keep a match alive, or win it, or send it to extra holes.

Of course, pros miss key putts on occasion.  But the truly makeable clutch putts that may mean the difference between a first place finish and a four-way tie for second place, well, the pros make those much of the time.

I have the same attitude when it comes to pitching new business against other PR and marketing agencies.  And it's been my attitude for the 13 years I've been working for first a $40 million tech firm, then a $150 million multi-practice agency and now a relatively new boutique.

This attitude of mine is that most agencies pitching the same piece of business are going to do many of the same things to win it.  If you read David Kean's "How Not to Come in Second," which was making its way through agencies everywhere four or five years ago, you know about his eight ingredients for pitching:  be organized, know your audience, solve the problem, price properly, deliver a great presentation, generate unstoppable momentum, and demand feedback (win or lose).

Kean's ingredients for winning will likely always be relevant.  And all great agencies adhere to guidelines like his, albeit customized to suit each agency's differentiators or "secret sauce."

So assume for a moment that a business prospect is meeting with five agencies.  And during the pitch phase, each agency demonstrates proven experience in the prospect's industry; the ability to generate meaningful online and offline awareness and coverage; creative, breakthrough program ideas; strong media and client references; and, in general, the ability to be an excellent business partner to the prospect.

How does the prospect decide on a new agency in this situation?

I think the answer is "chemistry."

When I was the client and involved in agency reviews, I would visualize what it would be like working with the various pitch teams day-in day-out, during good times and bad, for better or worse...until...

When I meet with prospects today, I always advise them to do the same.

The importance of great chemistry can't be underestimated when it comes to selecting a business partner and cultivating a relationship that maximizes value for both parties.

I'd be interested in hearing what role you think chemistry plays in a business partnership.