Stop Getting Pigeonholed: Selling Current Clients on New Capabilities
About This Webinar
Stop Getting Pigeonholed: Selling Current Clients on New Capabilities
It’s not uncommon that agencies 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...
Stop Getting Pigeonholed: Selling Current Clients on New Capabilities
It’s not uncommon that agencies 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 for this.
In this session, we’ll take a look at a few steps you can take 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 2 weeks of recording access.
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
Sharon Honjiyo
Director, Agency Growth Strategy
Sharon is 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.
Sharon brings senior experience on both the client and agency side. Having managed roster agencies and run competitive reviews–in addition to running accounts and RFPs at her agencies–she provides tremendous insight in her training.
At Mirren, she empowers agency teams by training on client acquisition, retention, and growth. Achieving this, however, requires becoming a more proactive, strategic business partner. In fact, she believes there are many untapped revenue opportunities for agencies. “As a client, I regularly experienced my agencies missing many of our strategic needs that would have resulted in significant additional work.”
Sharon spent a good portion of her career leading account management and strategy at a number of agencies, including DDB, HL2, and Hornall Anderson Design. She was instrumental in leading client relationship training, organic growth, and numerous new business pitches. Prior to joining Mirren, she led the brand marketing team at Holland America Line, a premium cruise line within Carnival Corporation–the world’s largest leisure travel company.
Originally from the San Francisco Bay Area, Sharon currently lives in Seattle with her husband.
Other webinars you might like
The New Role of Account Leadership
Industry Forecast: What’s Ahead for the Agency Business (Guest Speaker)
Countering Client Fee-Cutting Tactics: Day-to-Day Negotiation Skills
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