Stop Getting Pigeonholed: Selling Current Clients on New Capabilities
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Stop Getting Pigeonholed: Selling Current Clients on New Capabilities
It’s not uncommon for agencies to get pigeonholed with their clients. Whatever type of work you provide at the outset of the relationship can, unfortunately, set a precedent for the future. Clients can be resistant to using more of your agency’s capabilities.
The...
Stop Getting Pigeonholed: Selling Current Clients on New Capabilities
It’s not uncommon for agencies to get pigeonholed with their clients. Whatever type of work you provide at the outset of the relationship can, unfortunately, set a precedent for the future. Clients can be resistant to using more of your agency’s capabilities.
The good news is that there’s a fix.
In this session, we outline a set of new strategies to persuade clients to use more of your capabilities – potentially even stealing business from other roster agencies. Ultimately, the goal is to capture a greater share of each client’s spend.
Training Materials
Following the session, you will be provided with one week of recording access. As this session is also a part of Mirren Live, it will also be posted to the MirrenDirect Event Recording library for unlimited access (approximately 3 weeks later).
Who Should Attend
This training is best suited for those mid-level/senior team members who interact directly with clients – across disciplines (i.e., account management, strategy, research, data/analytics, project management, etc.).
Instructors
Cristina Sarnelli
Associate Director, Agency Growth Strategy
Cristina is Associate Director, Agency Growth Strategy at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential, and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars (www.mirren.com). Their team has trained CEOs and their senior management teams in every region around the world.
Cristina brings senior experience in B2B account management and strategy with a special focus in qualitative methodology. In addition to her agency background, she spent time consulting independently and in partnership with a management consulting firm on business growth strategies for brands in categories including luxury accommodations, SaaS, and industrial manufacturing. Her background in client leadership and qualitative analysis provides tremendous insight to her training.
At Mirren, she empowers agency teams by training on the importance of buyer journeys, true qualitative insight, irrefutable logic trails and their impact on agency growth. “I encourage agency teams to embrace the lost art of qualitative to uncover real target audience insights – some of the most valuable IP an agency can provide its clients. Ultimately, the goal is to understand and drive target behavior to make an impact to the client’s bottom line.”
Cristina spent the majority of her career running accounts agency-side in the B2B and B2B2C space for companies like Cox Automotive, Olam, FujiFilm Electronics, and Smithfield Foodservice. In her previous consulting role, she led research and delivered strategies to optimize business operations, R&D, and acquisition strategy for brands including Daxko, Private Suite (P/S), and Trane Technologies.
Originally from the Chicagoland area, Cristina moved to Seattle in 2022.
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