Posts Tagged ‘marginal gains’

EP24: The new business email | Kimi Gilbert | The Future Factory

January 7th, 2019

Dear prospect, my name is Lucy, I’m writing to introduce…….

 

And so it goes, the new business email, putting the fear into agency folk across the land.

 

It’s no surprise. For many people, selling isn’t something that comes naturally. And trying to sell yourself, or your agency, in a blank email window while the cursor blinks impatiently back at you, is no mean feat. In my experience, many best laid plans to contact a painstakingly researched list of prospects stall at this point, or we manage to email a few, wring our hands, get no response, swear a bit and then give up.

 

Sound familiar? Then this episode is for you. Kimi Gilbert is Director of Training & Development at new business agency The Future Factory and trains her team, and agencies of all disciplines, in the art of writing new business emails that work.

 

Kimi joins me to share her top tips for getting email cut-through, based on years of data and client feedback. If you’re looking for a way to make marginal gains into your new business performance then this is the perfect place to start.

 

As always we have a competition for you, we’ll be giving away a copy of Kimi’s recommended book: You Are a Message: Meditations for the Creative Entrepreneur by Guillaume Wolf  – simply listen in to find out how to win.

 

The next Winning New Business via Email course takes place in March, places are limited but you can find out more information or book tickets here.

 

EP23: The Christmas Cracker

December 13th, 2018

Just in time for Christmas, we bring you a very special episode of Small Spark Theory.

 

Across the series, we have asked all of our contributors to share the best piece of advice they’ve been given in their career, so we thought we’d take a wander through the last two years of episodes and pick some of our favourites.

 

So grab a cuppa and a mince pie, and tune in to hear from Felix Velarde, Hilary Gallo, Katz Kiely, Sara Stark, David C Baker, Alex Blyth, Robert Kelsey, Tony Spong, Jemima Monies, Dan Sudron, Katie Pattison and Blair Enns.

 

If you fancy a little more inspiration, check out David’s book The Business of Expertise, Hilary’s new book Fear Hackand Blair’s practical guide to Pricing Creativity.

 

As always, we have a competition prize. We’ll be giving away a 15 minute timer from The School of Life, simply listen in to find out how to win.

 

Merry Christmas, we’ll be back in January with more guests and more news!

 

Winning like a pro

September 13th, 2016

As our Paralympians continue the gold rush in Rio it seems that Team GB has managed to pull off the seemingly impossible – matching up to that glorious golden summer of London 2012. As Miranda Hart described so brilliantly in her love letter to Team GB we have been swept along in a wave of athletic prowess, mindboggling endurance and national pride. Most of all, we are doing that most un-British of things. Again, and again, we are winning.

 

And as someone who has spent their entire career focussed on winning (the business kind) I can’t help but look at this performance (the sporting kind) and wonder what we can learn from such success.

 

There is good news for those of us focused on winning new business, rather than medals. We really can apply the very same techniques used by those finely honed athletes to improve our win ratios without even breaking into a sweat. You almost certainly know about it already. It’s called marginal gains.

 

Let’s take a step back, if you haven’t yet heard about David Brailsford and the story of his success with the British cycling team then you can read about it here. Its an incredible feat – taking the cycling team from a single gold medal in 76 years to the success we see today. In short the marginal gains philosophy (also previously referred to in business circles as nudge theory) focusses on small (1%) improvements in individual elements of performance which over time positively effect the overall result. In cycling, these improvements ranged from riders’ use of antibacterial hand gel to reduce illness and increase training time, better mattresses to improve sleep quality and wind tunnel testing to improve aerodynamics.

 

In Rio this year, evidence of marginal gains was apparent in many interviews with our winning athletes, and not just in cycling. Teams of people were credited, not just coaches but nutritionists, clothing technicians and medics and more.

 

So how can we apply this theory to agency new business? Put simply we need to step back and break down the process. We need to look at the individual elements of our marketing and sales process and look for small improvements.

 

Here are just a handful of the elements I see underperform again and again:

 

  • Client and prospect data management
  • Website performance
  • LinkedIn
  • Content creation and planning
  • Credentials documents
  • Credentials meeting preparation
  • Effective post-meeting follow up
  • Client development research & planning
  • Client satisfaction measurement
  • Promoting referrals

 

And that’s without the BIG ONE – pitch planning.

 

Applying a marginal gains philosophy won’t be easy. It requires honesty, commitment and buy-in from the whole team. But imagine if you could make a 1% improvement to each of these steps. How much would that effect your win ratio and ultimately, your bottom line?

 

To find out how to improve your agency marketing and new business performance, get in touch.