I’m not sure quite where the drive to start this business came from in 2012. 12 years before I had launched another business, this time in recruitment and with the backing of an agency group and sadly, within two years of our millennium launch, the post-9/11 downturn, and subsequent recruitment freezes hit us so hard we reluctantly took the decision to close. Failing was painful. I made staff redundant, my pride was hurt. I vowed never to do that again.
But I did, and I’m still here. What I’ve learned during that time; from my own experience and that of my clients – is that nothing good or exciting comes from getting comfortable. As cliched as it sounds, moving outside one’s comfort zone, really is where the magic happens.
For many of the agencies I work with, the leaders are owner managers. They are practitioners; creatives, strategists, technologists, more frequently introverts than extroverts. For them, much of the sales and marketing process falls squarely outside their comfort zone.
Discomfort at contacting complete strangers with a business proposition, a dislike of networking or fear of public speaking are all common – instead, we retreat to the environments and behaviours which are less challenging, more comfortable. And yet left unchecked, that discomfort becomes a very real barrier to growth – for example, relying on our network alone for new business referrals is easiest, but unless we keep adding to that network, connecting with new people and sharing our knowledge and expertise, the network will in time diminish and the referrals grind to a halt.
I’ve talked before about the importance of using a marginal gains approach to fuel new business growth and many of these small improvements mean testing our boundaries, getting comfortable with the uncomfortable.
I explore this in more detail in my podcast series; Small Spark Theory® but here’s a little taster of top tips and recommendations to fire you up:
- Making first contact with a prospect – The Future Factory are experts at generating new opportunities for creative agencies. Even if you don’t need a full lead generation programme but just need help taking the first step – the team run excellent workshops on how to write better prospecting emails. Get in touch with Kimi Gilbert to register your interest.
- Networking – It needn’t be daunting. Reframe how you think about it by reading our guide here.
- Presenting – If you find yourself fumbling through pitches and presentations then help is at hand. Catherine Allison founder of Master the Art is an expert at helping hone your personal presentation skills.
- Asking clients for more – Moving from supplier to trusted partner, means rethinking your client relationships and client planning processes. Get in touch for details of our Client Development Skills workshops.
- Team up – There’s safety (and savings) in numbers! Collaborating with a like-minded business or team who have complementary skills to host events or other marketing initiatives can feel a lot less daunting and will make your budget go further.
Here’s to small acts of bravery.