Agencies and Clients at Odds

Pearlfinders.com's recent survey of ad agency clients provides some not-so surprising (at least to anyone who is not an ad agency) results about what clients want from their agencies...

85% of clients don't feel agencies prepare enough. Clients want agencies to be far more proactive in providing research on their product or category.

75% of clients said they might or would definitely "follow-up" were an agency to pitch a solution relating to one of their current business challenges.

And perhaps most importantly, 92% said that they might respond favorably to switching to a new agency if an agency had produced some research or insights into their category.

These results have the need for implementing CSS strategies written all over them. "Providing proactive research" sounds like a VBR to me. "Pitching solutions relating to current business challenges" is the focused presentation that results from a solid CNA. And "switching to a new agency" -- that's earning new business from being a Customer Focused Sales Pro.

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