Build a Better Agency Podcast
Episode 499 Effective Strategies for Winning New Business with Mike Lander
Apr 28, 2025
In this engaging talk, negotiation expert Mike Lander shares his dual insights from being a former procurement director and current advisor to agencies. He unveils the common missteps agencies make after winning new business, emphasizing the transition to nurturing ongoing client relationships. Mike discusses essential strategies for contract negotiation, focusing on mutual value creation rather than discounts. He also highlights the importance of differentiation and effective pitching, providing actionable tactics for agencies to secure profitable deals.
52:28
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Quick takeaways
- Agencies must prioritize effective management of existing clients and resource allocation to ensure long-term profitability and sustainability.
- Building strong relationships with current clients can drive higher revenue growth, proving more efficient than approaching new client acquisition.
Deep dives
Importance of Agency Profitability
Regardless of the type of agency—be it traditional, digital, or PR—having a profitable business model is crucial for sustainability. The discussion emphasizes that simply acquiring new business is not enough; agencies must also focus on effective management of existing clients and resource allocation. This can be exemplified by the contrasting ease of upselling to current clients versus the challenge of converting potential clients who have never engaged with your services. Profitability should be the overarching focus as agencies adapt to economic changes and market demands.
