www.trinityp3.com How to play Masters of New Business • There are ten multiple choice questions • Write down your answer • Be prepared to justify your position • The ones that get the most correct wins the competition • The ones that learn the most win the big bucks • Good luck! Questions include: 1. What is the purpose of new business? 2. What is the best way to add new business? 3. How do you win new business without pitching? 4. What is biggest new business mistake? 5. What is the best way to be included on pitches? 6. What is the smartest way to win new business? 7. What are the successful pitch ingredients? 8. How important are awards in winning new business? 9. What are the key requirements for a successful new business program? 10. How do you grow existing business? Have we missed anything out? Please leave your question suggestions here in the comments.

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Masters of New Business
By Darren Woolley, Founder & CEO,
TrinityP3 Marketing Management Consultants
© Copyright 2016

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How to play and win New Business
• There are ten multiple choice questions
• Write down your answer
• Be prepared to justify your answer
• The ones that get the most correct wins the
competition
• The ones that learn the most win the $$$
• Good luck!

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Question 1
What is the purpose
of new business?

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What is the purpose of new business?
1. To grow agency revenue and profit?
2. To boost agency morale?
3. To test the agency against the
category?
4. All of the above?

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What is the purpose of new business?
1. To grow agency revenue and profit?
2. To boost agency morale?
3. To test the agency against the
category?
4. All of the above?

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What is the purpose of new business?
• Ultimately a New Business program is a significant
investment in time, money and resources and you
would want to see a direct return on that investment.
• While winning New Business can boost agency
morale, not winning can deflate agency morale very
quickly too and the extra pitching hours for agency
staff are a killer.
• There are other less expensive ways to measure the
agency’s performance.
• While ‘All of the above” is legitimate it requires focus
and discipline to win at New Business.

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Question 2
What is the best way to
add new business?

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What is the best way to add new business?
1. Pitch or tender for accounts?
2. Organic growth from existing client?
3. Project engagement awarded
without a tender?
4. All of the above?

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What is the best way to add new business?
1. Pitch or tender for accounts?
2. Organic growth from existing client?
3. Project engagement awarded
without a tender?
4. All of the above?

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What is the best way to add new business?
• Pitching or tendering for accounts is what many in
agencies think of when they think of New Business.
But in fact this is the most expensive way to grow the
business.
• Organic growth from existing clients is a much more
cost effective, but less public and dramatic way to grow
the business.
• Project engagement awarded without a tender can
convert into on-going revenue but it is a slow.
• Ultimately you can add New Business with all of the
above but the best way is the cost efficient way.

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Question 3
How do you win
new business
without pitching?

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How do you win new business without pitching?
1. Take on project work for new
clients?
2. Benefit from a global account
realignment?
3. Acquire competitors businesses?
4. All of the above?

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How do you win new business without pitching?
1. Take on project work for new
clients?
2. Benefit from a global account
realignment?
3. Acquire competitors businesses?
4. All of the above?

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How do you win new business without pitching?
• Taking on project work for new clients is incremental
revenue at best, but may lead to on-going work.
• Picking up a clients from a global account realignment
feels like a bonus if you were not directly involved in the
pitch. But if outside the major markets in the network
you will find margins slim as a deal was done to achieve
economies of scale.
• Merger and Acquisition of a competitors businesses is a
great way to pick up additional clients and add revenue
to your business.
• Of course, all of the above will add New Business, but…

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Question 4
What is biggest new
business mistake?

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What is biggest new business mistake?
1. Failing to make it to pitch lists?
2. Losing more pitches than you win?
3. Losing more business billings than
you win?
4. All of the above?

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What is biggest new business mistake?
1. Failing to make it to pitch lists?
2. Losing more pitches than you win?
3. Losing more business billings than
you win?
4. All of the above?

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What is biggest new business mistake?
• You may be disappointed now making that pitch list, but
it could be a blessing in disguise and it is usually not life
threatening to your agency.
• Losing more pitches than you win will cost you money,
exhaust your staff and lower morale but are not usually
deadly.
• Losing more business billings than you win will see you
go out the back door so stay focused on retention while
you chase the New Business.
• While all of the above are true, only losing more
business than you win will wipe you out, so stay focused.

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Question 5
What is the best way to
be included on pitches?

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What is the best way to be included on pitches?
1. Build a desirable agency reputation?
2. Actively develop relationships with
potential clients?
3. Make your agency easy to find?
4. All of the above?

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What is the best way to be included on pitches?
1. Build a desirable agency reputation?
2. Actively develop relationships with
potential clients?
3. Make your agency easy to find?
4. All of the above?

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What is the best way to be included on pitches?
• You need to build a desirable agency reputation and as
you are in the brand building business why not do it for
yourself?
• Actively develop relationships with potential clients
through networking and B2B engagement is important.
• Make your agency easy to find and that means using
SEO, paid search, possibly content marketing and well
designed and executed digital presence.
• Ultimately it is all of the above and more that will build
your reputation and profile and make it easy for
advertisers, procurement and consultants to find you.

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Question 6
What is the smartest
way to win
new business?

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The smartest way to win business?
1. Is go for every pitch opportunity?
2. Only pitch for the big opportunities?
3. Be very selective in what you pitches
you participate in?
4. All of the above?

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The smartest way to win business?
1. Is go for every pitch opportunity?
2. Only pitch for the big opportunities?
3. Be very selective in what you pitches
you participate in?
4. All of the above?

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The smartest way to win business?
• Going for every pitch opportunity is just sheer wasteful
desperation and should be avoided at all costs. Evaluate
each opportunity as it comes.
• The big pitch opportunities may look enticing, but they
also attract the most competition. Evaluate the potential
risk and reward.
• Ultimately the winning strategy is to be very selective in
what you pitches you participate in. Make sure you have
the best change of winning at a cost that is justified by
the reward.
• Just going for all of the above is a ‘Mug’s Game’.

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Question 7
What are the
successful pitch
ingredients?

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What are the successful pitch ingredients?
1. The right expertise & capabilities?
2. A high standard of strategic thinking
& creativity?
3. The right cultural fit and chemistry?
4. All of the above?

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What are the successful pitch ingredients?
1. The right expertise & capabilities?
2. A high standard of strategic thinking
& creativity?
3. The right cultural fit and chemistry?
4. All of the above?

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What are the successful pitch ingredients?
• Of course you need the right expertise & capabilities. If
you did not have them you would have to question why
you were even on the list for consideration.
• What is a high standard of strategic thinking & creativity?
The fact is that it is extremely subjective and what you
have the advertiser may not want.
• Every decision is an emotional one and the the right
cultural fit or chemistry or what ever you want to call it is
the deciding factor.
• Of course you can argue that all of the above have
influence, but play the game winning strategy.

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Question 8
How important are
awards in winning new
business?

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How important are awards in new business?
1. Clients do not really value awards?
2. Awards are a great way to attract top
talent?
3. Effectiveness awards are the best?
4. All of the above?

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How important are awards in new business?
1. Clients do not really value awards?
2. Awards are a great way to attract top
talent?
3. Effectiveness awards are the best?
4. All of the above?

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How important are awards in new business?
• The truth is that very few clients really value awards. In
fact most are very sceptical of industry awards.
• Awards are a great way to attract top agency talent.
Especially creative talent. But they do not attract
marketers and advertisers or procurement. So stop
showing off the metal. Show off the work and the results.
• Effectiveness awards are the best, because they at least
have some consideration to performance. But marketers
are increasingly sceptical about this too.
• All of the above is just wrong. Use your awards to attract
the talent. Use the talent to do the standout work.

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Question 9
What are the
key requirements for
a successful
new business program?

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Key requirements for successful new business?
1. An agreed new business strategy?
2. Enough human and financial
resource to implement and maintain?
3. Support and alignment from all
agency stakeholders?
4. All of the above?

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Key requirements for successful new business?
1. An agreed new business strategy?
2. Enough human and financial
resource to implement and maintain?
3. Support and alignment from all
agency stakeholders?
4. All of the above?

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Key requirements for successful new business?
• An agreed New Business strategy is an important first
step, but it is never enough for success.
• Enough human and financial resource to implement and
maintain the New Business strategy is also essential. But
there is something more important if you want to get
results.
• That is the support and alignment from all agency
stakeholders to actually winning New Business. New
Business requires the whole agency to perform to get
results.
• All of the above is true. But if you fail at any one it all fails.

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Question 10
How do you grow
existing business?

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How do you grow existing business?
1. Offer new service to existing clients?
2. Update clients on agency
capabilities?
3. Encourage clients to meet each
other?
4. All of the above?

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How do you grow existing business?
1. Offer new service to existing clients?
2. Update clients on agency
capabilities?
3. Encourage clients to meet each
other?
4. All of the above?

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How do you grow existing business?
• Offer new service to existing clients is a good technique
except that it can end up feeling you are doing nothing
but selling what they may not want.
• It is important to share with your clients and update them
on new and existing agency capabilities. It builds the
relationship by being responsive to their needs.
• Encourage clients to meet each other is always a good
business strategy and should be a part of your business
plan, but may not directly deliver growth from existing
clients.
• Sure, you can do all of the above. But be disciplined.

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How did you go?
1. What is the purpose of new business?
2. What is the best way to add new business?
3. How do you win new business without pitching?
4. What is biggest new business mistake?
5. What is the best way to be included on pitches?
6. What is the smartest way to win new business?
7. What are the successful pitch ingredients?
8. How important are awards in winning new business?
9. What are the key requirements for a successful new
business program?
10. How do you grow existing business?

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Did you pass or fail?
Less than 50% - Try harder or transfer
to the production department.
60% to 80% - Good job but you need to
do more work on your new business
strategy and skills.
90% + - Perfect score! Now get out
there and grow that agency business.

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To be a Master of New Business
• Focus on growth
• Develop growth from existing clients
• Maximise wins / minimise losses
• Take a holistic approach to business
development
• Be selective in what you pitch
• Focus on culture and chemistry
• All of the above

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