The Challenges of Selling Agency Services: Insights from Lissa Blackaby Forsterer
At SalesFirst Recruiting, we receive daily calls from business owners seeking to hire sales representatives, and most of them have a clear idea of the type of sales professional they need. Established software companies have SDRs and AEs down to a science. Manufacturers often have decades of manufacturing rep experience and know what a good fit looks like. Construction companies know exactly what they want, and they often know exactly what industries they want them from. Distributors seem to know the type of sales reps they want too.
But What About Agency Leaders?
Well, for reasons we’ll explain, agency leaders seem to have a tougher time defining their ideal candidate. In fact, even after helping our agency clients define the ideal profile we can run into problems with fit and alignment later in the process. It turns out that we agency leaders are fickle creatures, and we may have a broader range of expectations due to the unique nature of agency work, which revolves around selling talent, creativity, and human relationships. And according to Lissa Blackaby Forsterer, an experienced agency professional and sales coach, selling agency services takes a very careful approach to get right. Here’s what she shared with me on the topic:
The Nuanced Nature of Agency Sales:
According to Blackaby Forsterer, agencies face a distinct challenge in selling their services compared to other types of companies. She emphasizes that agencies are essentially selling their people, their expertise, and their ability to deliver results. Unlike selling a tangible product, agency services are intangible and require building trust through human relationships. Lissa highlights that nearly 95% of a brand's decision to work with an agency is based on the trust and rapport developed over time with the agency's personnel.
"The reason why it's different is you are selling the humans and the talent and in many cases the creative ideas. It's always a nuanced proposal, and there is no singular price point; that’s the agency space," said Blackaby Forsterer. So, if you're an agency professional calling on Nike, you're understanding what it is that that particular product group, for example, needs help doing . There’s something they are struggling to do themselves, and if you think you can do it for them there has to be some type of trust that is built up. This is why agency services are so tough to sell. It takes a lot of outreach, nurturing and even more follow-up.”
The Role of Trust and Relationship Building:
Building trust is a crucial aspect of agency sales. Blackaby Forsterer explains that agencies need to invest in nurturing relationships with potential clients over an extended period. This involves consistent outreach, persistent follow-ups, and a genuine understanding of the challenges faced by the client's business. She emphasizes the need for agencies to demonstrate their knowledge and ability to address specific client needs, which helps in building trust and establishing a strong foundation for a successful partnership.
According to Blackaby Forsterer, “A large brand might say ‘You're going to be in charge of my brand campaign, and I'm going to invest a million dollars with you to go do some important things that I don’t have the time to execute myself.‘ That decision is extremely scary for a decision maker, and that’s why these decisions rely so often on human relationships. Successful agency partnerships usually occur after they've gotten to know the agency, built trust, understood the mutual challenges, and ultimately built goodwill as a basis for a relationsip," said Blackaby Forsterer. "That takes consistency and persistency over a long amount of time... months and sometimes years.”
The Influence of Luck and Timing:
Luck and timing of course play a role in agency sales. While an agency that employs great marketing and sales tactics could absolutely reach out at the perfect time, Blackaby Forstererbelieves that the decision for a brand to switch or partner with a new agency rarely happens quickly. Decisions to partner with a new agency often stem from internal frustrations with existing agency relationships or the need for a new specialized expertise.
Blackaby Forsterer says agencies must be patient and strategically position themselves as viable options, because agencies that have been actively engaging with clients, showcasing their capabilities, and building relationships are more likely to seize the right opportunity when it arises- and the chance that an agency happens to call at the exact right time is probably low,
"Luck and timing are course part of it. But the most consistent agency professionals know they have to stay front and center and wait for that right time, because eventually they will hear that the time is right for them too look at fresh partners.”
The Importance of Long-Term Vision and Patience:
Above all else, Blackaby Forsterer underscores the importance of having a long-term vision and patience in agency sales. While agencies may face pressure to deliver immediate results, she advises against the temptation to focus solely on short-term gains. Instead, she encourages agency owners to prioritize relationship-building and maintaining a warm pipeline of potential clients. Many agencies falter by neglecting new business efforts when they become engrossed in ongoing projects, and Blackaby Forsterer reminds agencies that a continuous and proactive approach to nurturing relationships is essential for sustained success.
"It can 6 to 12 months just to get a first project in the door, and. the bigger companies you're selling to, the longer timeframes it might be," said Blackaby Forsterer. "Once that timing starts to hit, then the machine turns on. You do have to have patience, because nurturing relationships is difficult, and customers can sense when you’re calling in just looking for extra work.”
Striking the Right Balance in Staying Connected:
Maintaining contact with clients without being overly aggressive or timid is also a unique challenge that agencies face. Blackaby Forsterer emphasizes the importance of genuinely caring about clients' well-being and success beyond immediate work opportunities. Staying in touch through occasional check-ins, sending thoughtful emails, or arranging casual meetups can help foster a stronger bond. She also advises tracking communication and setting reminders to ensure regular contact while being considerate of the client's time and preferences.
"You’ve got to find a reason to check in, and it can’t be about just getting more work for your team. What I always cared about was just checking in, getting them on the phone, saying hi, talking shop, grabbing a coffee, or whatever,” said Blackaby Forsterer.
Working with Cheerful Persistence:
Lissa Blackaby Forsterer is a business development executive and sales coach who specializes in helping agencies grow their businesses. She is known for her cheerful persistence, which she defines as more than just smiling and closing deals. It's about creating, building, and nurturing positive and meaningful relationships with clients.
Blackaby Forsterer has helped all kinds of Fortune 1000 clients, partners, and agency teams grow, expand, and evolve their businesses. She is proud to say that through her efforts and support, she has helped agencies net an average growth of 30% YOY by specializing in targeting new business, proactive prospecting, and organic growth programs. She also leads RFP responses and works closely with procurement on $1M+ contracts.
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