We're too small for bigger accounts. . . we can't get good clients to come to a city our size…we don't have time to prepare better or rehearse. . .

• In general, clients don't feel that size matters. But agencies tend to believe it does. Surprised? Success is about what you believe and can prove you can do. Sales trainers will tell you that sealing the deal hinges on the transfer of feeling from the pitcher to the buyer. Your competence and enthusiasm has to infect the prospect. Too often agencies are burdened by a corporate inferiority complex, usually coming right from the top, which self-limits growth. To paraphrase a vernacular punch line, it's not the size of your agency - it's what you do with it.
• Geographic location is not an issue. But many agencies think it is. Over the years we've heard owners say, "Big clients don't want an agency in a small town like [St. Louis, Denver, Charlotte, Phoenix, Miami, and yes, many smaller cities]." The point is we're-in-too-small-a-town is another myth. Put a sign up in your main conference room that says Clients Will Hire Any Agency That Can Solve Their Problems. Which brings us to…
• Most clients want to buy actual solutions to business problems. Of course. Except most agencies think the client is looking for advertising, PR, design or some other silo-fit. Don't forget that selling is producing something and hoping someone will buy it; and marketing is finding out what people need and only THEN creating something to fill those needs. Perhaps you recall the story of the hardware store customer who told the clerk he needed to buy a hole. The savvy sales assistant immediately took him to the drill bit aisle where he sold him a solution.
• 85% of surveyed clients say agencies don't prepare enough. This should hit you right between the eyes. Football teams practice, orchestras rehearse, and what do we do? We run out the door clutching creative we've seen only 15 minutes before expecting the client will be thrilled to sign up. All truly great organizations are highly disciplined - and we certainly need more of that in our field. Set standards for preparation and precision at your agency. Seat-of-the-pants guys rarely win these days.
• Clients want agencies to be far more proactive but some agencies, well, they like to sit in the bunker and hope clients don't call. It's true. We've had agency leaders tell us, including some CEOs, that they consider clients a nuisance. If you feel that way, find a job outside the service industry.