Business Development

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Negotiation Skills, TBD | New York

This half-day workshop is designed to better position agencies as negotiators and business partners to marketers, procurement personnel, and other potential client stakeholders, both to protect existing margins and to help them grow. Learn the tips and tricks to win in today's complex environment from procurement expert Brett Colbert, Partner, Strategic Acquisition Solutions. 

Duration: 4-6 Hour session

Location: 4A's (5 Bryant Park New York, NY)

Price: Members ($700) Non-Members ($850)

 

Topics Covered

How do other agencies manage to the scope

  • Who is responsible for holding the client responsible for scope creep

  • Who approves doing incremental work for free (investment)

What makes you different?
  • Do clients think we bring something different?

  • Do they want something different? Are they willing to pay for something different?

  • Does your process or offering demand a premium?

How do you up-sell?
  • Pricing small incremental scope items.

  • Where are the opportunities? How do you find and sell?

  • How do you target longer-term opportunities (like other brands the company has)?

Negotiating fees
  • Is it ok to negotiate?

  • What are the variables at play – scope, fee, timing...?

  • Do clients have more than they say they do?

 

4A's Digital Academy, May 26-27 | New York

Introducing the 4A's Digital Academy: a comprehensive one and a half-day workshop that provides those new to digital advertising the skills and knowledge you need to thrive in the ever-changing agency environment. You’ll learn how marketers can use digital advertising as part of their marketing mix, and how to have deeper, more valuable conversations with clients at all levels about digital advertising strategy and execution. After completing the course, you’ll have a full understanding of the digital advertising world, from its history and development to current trends and ongoing challenges. 

 

 

Course Duration: 1 and 1/2 day's 

Location: 4A’s NYC 4A’s NYC (5 Bryant Park, New York, NY)

Ideal audience: 0-5 years experience, involved with Programmatic, search, data analytics, customer insights, media planning/ media buying; jr. account manager

Pricing: Members ($2,050) Non-Members ($2,500)

 


Learning Objectives:

  • To provide students with a comfort level around digital advertising.
  • To give students an understanding of how marketers can leverage digital advertising a part of their marketing mix.
  • To empower students to have deeper, more valuable conversations with clients at all levels about both digital advertising strategy and execution.
  • To provide students with an understanding of how the digital advertising ecosystem functions so they can make smarter decisions for their clients.

 

Desired Outcomes:

Upon course completion, participants will have a full understanding of the digital advertising world, from its history and development to current trends and ongoing challenges. They’ll understand how marketers can leverage digital advertising as part of their marketing mix, and be able to have deeper, more valuable conversations with clients at all levels about both digital advertising strategy and execution. They’ll be able to leverage their knowledge of how the digital advertising ecosystem functions to make smarter decisions for their clients.

 

Topics Covered:

  • Digital Advertising History
  • Ad Formats
  • Tracking
  • Data and Targeting
  • Data Management
  • Programmatic
  • Video Advertising Ecosystem
  • Viewability
  • Ad Fraud
  • Ad Blocking
  • Net Neutrality

 

A Modern Approach to Ad Agency New Business in 10 Lessons

4A's Members: $630 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $899

Ad Agency New Business Training revolutionized. On-demand winning content straight to your conference room. Everything your agency needs to know about how to win new business in 10 separate training modules.

  • How to get your entire agency on the same page!
  • The Four Ways to Grow Your Business
      1. Organic Growth
      2. Referrals
      3. RFP’s
      4. Recruiting the Clients You Want
  • Creating a Strategic Growth Plan Around the Four Ways to Grow
  • The “Four P’s” of Business Development
      1. Positioning…the importance and approach to finding your unique voice
      2. Prospecting…we’ll debunk some myths and coach you on how to build the ideal prospect list for your agency
      3. Pitching…how the modern meeting has changed the pitch dynamic\
      4. Pricing…yes, you can make more $ AND strengthen your client relationships   

How to Play to Your Agency’s Strengths

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Stop chasing new business - reframe your position and have new business chase you!

  • Learn to develop a stronger win ration in new business.

  • Explore a broader geographical market area.

  • Leverage your pricing!

Build a Reliable Lead Pipeline

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Learn how to consistently generate excellent leads!

  • Know the systems you need to generate leads.

  • Build the right offer that will close deals.

  • Position your agency as THE choice for clients!

 

Win, Keep and Grow Accounts in 45 Min

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Stand out from the crowd with these proven strategies!

  • Learn to position your agency as your client’s most valued asset.

  • Discover how to win your client’s trust, admiration, and respect.

  • Uncover the key to setting your agency apart from the competition.

 

How To Convert Your Client Proposals

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Start converting as a result of your expertly crafted proposals!

  • Learn the #1 tip to closing your percentage

  • Understand how to qualify your prospects

  • Discover a more efficient way to create your proposals

 

3 Steps to Learn How to Innovate

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Create innovative solutions to position your clients as disruptors!

  • Use customer and technology insights to discover opportunities for innovation.

  • Develop an effective Client Innovative Workshop.

  • Turn innovation into new scopes of work!

Persuasive Writing for New Business

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Ditch the traditional, ho-hum pitch and spice things up with these techniques!

  • Master a simple five-step process for better writing and editing.

  • Focus on the role of “boilerplate” content and how to more effectively incorporate it into your work.

  • Embrace the most important element of writing - ruthless editing.

How To Write an Annual New Biz Plan

Free for 4A's Members / Non-4A's Members: $221

Are you ready to perfect your annual new business strategy?

  • Learn to focus on creating a new business strategy in Q4.

  • Understand the basics of managing your team and giving them the information they need to succeed.

  • Uncover how to best manage your timeline.

Understanding Chemistry with Clients

Free for 4A's Members / Non-4A's Members: $221

Do you have strong client relationships? In our world, chemistry is everything.

  • Discover why a good personal chemistry is critical to agency-client relationships.

  • Uncover the different personality profiles and how to identify them.

  • Modify behavior to improve relationships and create lifelong clients.