landing new clients
DESCRIPTION
The 7-step approach to connecting your experience to the needs of a potential client in ways that make what you’ve done in other industries and for other clients relevant and compelling. Originally presented to AdFed, the ad club of Pensacola.TRANSCRIPT
![Page 1: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/1.jpg)
People | Design | Technology
Landing new clients.
![Page 2: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/2.jpg)
People | Design | Technology
“. . . but our industry is different”
![Page 3: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/3.jpg)
People | Design | Technology
The 7-step approach to connecting your experience to the needs of a potential client in ways that make what you’ve done in other industries and for other clients relevant and compelling.
![Page 4: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/4.jpg)
People | Design | Technology
Today
Do more of what you enjoy and enjoy more of what you do
• What’s really going on
• The ABCs of creating relevance
• Put this approach to work
Focus on the process, not simply the product
![Page 5: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/5.jpg)
People | Design | Technology
Nothing endures but change.
![Page 6: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/6.jpg)
People | Design | Technology
The Paris Hilton Channel on YouTube191,32
4 views
#1 most viewed
![Page 7: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/7.jpg)
People | Design | Technology
Mentos
Half their annual
budget
$10 million value
![Page 8: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/8.jpg)
People | Design | Technology
P & G
Advertising in video
games
![Page 9: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/9.jpg)
People | Design | Technology
Advertising on
myspace
Burger King
![Page 10: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/10.jpg)
People | Design | Technology
“Not advertising” on the sidewalk
IBM
![Page 11: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/11.jpg)
People | Design | Technology
“15 hours ago PLUTO was looking more and more like a goner . . .”--Sydney Morning Herald, Australia
![Page 12: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/12.jpg)
People | Design | Technology
Nothing endures but change.
From Lives of the Philosophers by Diogenes Laertius
c.535 - 475 BC
![Page 13: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/13.jpg)
People | Design | Technology
“This is the way he said he wanted it.”“I took it back to them, but they didn’t like it, and they want you to . . .”
Roadblocks to implementing new ideas
![Page 14: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/14.jpg)
People | Design | Technology
“. . . but we’ve always done it this way.”
Roadblocks to new ideas
![Page 15: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/15.jpg)
People | Design | Technology
“. . . but our industry is different.”
Roadblocks to you
![Page 16: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/16.jpg)
People | Design | Technology
“Our . . .
channels
customers
products
competitors
. . . are different.”
Roadblocks to you—project, account, position . . .
![Page 17: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/17.jpg)
People | Design | Technology
Underlying forces Fear that it won’t work
Fear that it will work
Contribution
Self-worth
![Page 18: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/18.jpg)
People | Design | Technology
“I need. . .
How did we get here?
![Page 19: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/19.jpg)
People | Design | Technology
“I need. . .
What’s really going on?
A successful product launch
Increase revenue from my core product line
Save my product
Get the VP of Sales off my back
Self-worth
Power
Money
![Page 20: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/20.jpg)
People | Design | Technology
Fuzzy thinkingSuccessful company Employs tactic
Tactic creates success We need that tactic!
What’s really going on?
Strategy
Does it make sense?
![Page 21: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/21.jpg)
People | Design | Technology
The death
spiral
![Page 22: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/22.jpg)
People | Design | Technology
The way out is at the start
Focus on objectives
![Page 23: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/23.jpg)
People | Design | Technology
Start with a process
. . . any road
![Page 24: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/24.jpg)
People | Design | Technology
Always begin with the business
objectivePick an example from your experience that matches your understanding of your client’s need today
![Page 25: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/25.jpg)
People | Design | Technology
Describe the
background Why was this an important
problem—and a difficult problem—to solve?
![Page 26: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/26.jpg)
People | Design | Technology
Explain the solution constrain
tsTime? Money? So-so product?
![Page 27: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/27.jpg)
People | Design | Technology
Walk through the process to come to a
decisionResearch, market insight
![Page 28: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/28.jpg)
People | Design | Technology
Describe what you executed
Tie back to the objectives, constraints, and decision process
![Page 29: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/29.jpg)
People | Design | Technology
Explain the
findingsWhat worked, what didn’t, and why?
![Page 30: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/30.jpg)
People | Design | Technology
Go backAnd tie back to the current situation and objective
![Page 31: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/31.jpg)
People | Design | Technology
Always
Focus on the process of solving the problem, not the product produced
Background
Constraints
( objective )
Decision process
Executed
Findings
Go back ( objective )
![Page 32: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/32.jpg)
People | Design | Technology
Recognize differences Laws and regulations
Underlying economics
![Page 33: Landing new clients](https://reader035.vdocuments.us/reader035/viewer/2022062513/5550a4ccb4c9058b208b4e9f/html5/thumbnails/33.jpg)
People | Design | Technology
Discuss . . .