Research shows that brands are looking at not only capabilities but industry expertise and case studies before compiling a shortlist of agencies to work with. To be in the best position to win new clients, agencies need to find their Right to Win. Before pulling your next prospecting list, identify who will put you on their shortlist and set yourself up for better opportunities to win.
By answering these three questions, you will see more success from your new business development efforts:
- What is your Right to Win?
- How do you qualify your Right to Win?
- How do I find my Right to Win in Winmo?
What is your Right to Win?
Right to Win really means that you can easily prove to a prospect why they would choose you over a competitor. That you can easily prove your value to them. This may come from the capabilities of your agency or the talent and backgrounds on your team. Identifying your right to win is important before pulling a prospect list because you want to make sure that you’re making the most of your business development efforts, as well as making sure that you’re putting yourself and your business in the best possible position to succeed when you’re going into a meeting.
It comes down to making the most of your time and putting your efforts into the right place. If you don’t start with that foundation, you can meet and pitch your business to clients who won’t see the value in working with you. And ultimately, you won’t be able to win that business. Hence the term “Right to Win”.
How do you qualify your Right to Win?
When brands are looking for a partner, a lot look at case studies, which ties into your industry experience and the work that you’ve done. Those are two big factors. Brands are doing the research before even meeting with you. So if you put yourself in the shoes of the prospect and you go to your website, would you want to meet with yourself? You have to ask those kinds of questions.
Research shows that brands are looking at information like this when considering whether or not to work with you:
- 85% of prospects are conducting their own research before contacting a potential agency partner.
- 85% seek industry experience.
- 78% investigate 5-10 agencies before compiling a shortlist.
- 67% look at case studies.
How do I find my Right to Win?
Using a sales prospecting tool is the best way to efficiently and effectively identify those Right to Win accounts. Not all data is created equal though. When evaluating sales prospecting tools, you will want to know how they are sourcing their data, what types of industries and companies you will find, and what other data points you will have access to.
Some teams choose to take an account-based approach, and that will affect which contact data provider you choose. For this, you’ll want a data provider that connects the dots between brands, agencies, and executives – knowing the entire buying committee is key. Supplementing this data with insights will also help narrow down the right target accounts to include.
Winmo allows you to do this, and there are a few favorite features the Catapult team uses regularly for prospecting.
Megan Gehrich, Business Development Director
“In Winmo, each contact page has their profile, but when you download a list you can find each contact’s LinkedIn URL. This makes it really easy to write a personalized email. It’s a feature you can use every day to save time and make targeted outreach a lot easier.”
Andrew Orlando, Director of Client Engagement
“Looking at prospect indicators is another Winmo-favorite. Insights including planning and buying periods, accounts that are getting funded, and more give peaks behind the curtain that are so valuable for targeted prospecting.”
In this webinar, Catapult and Winmo share the first steps to take before prospecting and pitching your capabilities to brands. You will walk away from this webinar with a strategy and an action plan. Winmo demonstrates how to pull a prospecting list using the steps outlined in order to have the best chance at winning your next client.
