Build a Better Agency Podcast

Episode 499 Effective Strategies for Winning New Business with Mike Lander

34 snips
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.
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INSIGHT

Desperation Weakens Agencies

  • Agencies often seem desperate because they lack alternatives (BATNA) when negotiating.
  • Buyers recognize this desperation and apply leverage against agencies that need the deal badly.
INSIGHT

Proposals Are Table Stakes

  • Proposals get agencies shortlisted but do not guarantee a win.
  • Agencies must bring new thinking and challenge clients in the presentation to truly differentiate.
ADVICE

Start With Client Outcomes

  • Lead with results by sharing expected outcomes clients can achieve after working with you.
  • Support claims with case studies and discuss risks along with how you will mitigate them.
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