What a good target client looks like.

New business planning is often done on the fly, with little consideration about how compatible the prospect is with your business. 

I’m often asked how to pull together, targeting for a new business campaign. So I thought it’d be handy to share some points to consider.

Here are five ways to screen a new business prospect to see if they are worth the time and energy to approach:

#1 Do you have prior experience?

This isn’t a deal-breaker, but if you’re able to offer insights or results based on your work with one of their sector colleagues, then you’re going to find it easier to be considered. Even if you haven’t done any paid jobs in their sector before, you might draw upon failed pitch/proposal thinking that you could frame as insights you’d like to share with them. The key here is, why should they talk to you? What value can you add to their business?

#2 Are they the decision-maker?

It’s easy to waste time talking to people who don’t hold the budget. Sometimes it’s valuable to get gatekeepers on your side, but ultimately you’re wasting time if the person who signs off budget doesn’t like the cut of your jib. Marketing directors are likely to be jaded from too many approaches, so consider who has authority but is less likely to hear from agencies daily. Procurement teams are an excellent bunch to have on board. As are CEOs, who surprisingly perhaps, are often overlooked in favour of marketing bods so may not be getting as many considered, intelligent approaches, like yours.

#3 Or if they aren’t, do you know their role?

Quite often, junior marketing team members are tasked with creating a shortlist of agencies to contact a new project. Not to mention that people move fast in marketing. The average role tenure is 36 months. So while they might be junior today, in 5 years, they may well be running the show. There is a value (in a longer burn new business strategy) to building a relationship with them, so consider how you involve them in your approaches.

#4 Do they understand design?

A newer company is likely to know they need a strong brand but have not got around to sorting it out yet. But ten year+ companies who have appalling aesthetics might not value design, even though they might be cash-rich and doing well. They might know it doesn’t hold much weight in their sector so they haven’t bothered to address it or might be blind and missing a trick. Tread carefully to avoid wasting your time here. If you decide to progress a prospect with these traits, make sure that you demonstrate return on investment that you have delivered for other brands.

#5 What’s the competition like?

You may be desperate to work with Green & Blacks, Google or Dairylea, but the competition is likely to be fierce the better known a brand is. If you want a smoother path to new business success, choose the less apparent prospects. Look in sectors and locations that are often overlooked, and your approach is more likely to prompt discussion, rather than the void of no reply.

Good luck with your search for your next client cohort. I look forward to hearing about your new business wins!