A Question of Value with David Dillon
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A track record of growth is essential for a compelling agency success and value story.
Growth is often a function of a strong marketing strategy; selecting a target market, getting close to clients and prospects in the target market so you can understand their needs and desires, and demonstrating how you help achieve their needs and desires. Unfortunately, the execution of the marketing strategy often leaves something to be desired.
It is very common to lead with our capabilities and deliverables with clients and prospects — how long the agency has been in business, what licenses and accreditations we have and other strengths. However, what clients and prospects really care about is how their business is better after working with you. The "Afters."
The Afters we provide can be either more of a positive thing or less of a negative thing. Coming up with your Afters takes some work but will help change your conversations with clients and prospects, and therefore enhance your agency success and value story.
Next Steps. Get the agency team together and list the "Afters" your clients get after working with you. Try to come up with at least 20 of them. If you prefer to use worksheets, please download the “Afters” Worksheet from WatneyInsights.com/resources.
David J. Dillon, Principal
Watney Insights Network, Inc.
WatneyInsights.com
ddillon@watneyinsights.com
703-648-0584 (O)
703-785-9440 (M)
