WHAT DOES AN AGENCY SELL? CAPABILITES?

Another common mistake agencies make when presenting themselves is selling their departments. If you look at any agency web site today (or creds deck), you will see a lot of time spent sharing their laundry list of services that align to their departments. The integrated agency might list Strategy, Creative, Media , Digital Marketing, Print and Broadcast Production, etc. The digital agency might say Strategy, Creative, Technology, Social Media, Emerging Platforms, etc. The media agency might say Planning, Buying, Analytics, etc. I’ve seriously analyzed all of the top agencies in their various categories, and I have not found a single one that doesn’t do this. Why is this a mistake? For the same reason that the client isn’t buying your creative product, he is most certainly not buying your departments. While you can argue that your prospect wants to tick the box on your service offering, what he really wants to know is - can you solve the problem he is having. It reminds me of the phone company that wants to sell you wireless, landline, internet and cable as separate products when you really just want a unified communications solution that doesn’t force you to distinguish between all those things. Clients have a set of problems that they need to solve, and that’s the only thing they care about. Why do we make it so hard for them to find out the problems we solve?

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