Does this situation sound familiar to you?
A big brand on your market is putting out an RFP. Realizing your opportunity to score a huge client, your team prepares with a thorough pre-sales process, creating a strong proposal.
Or perhaps they directly ask for a proposal from your agency, being referred to you by a former client.
Although you’ve done your homework, the answer seems to be tardy.
You keep watching your inbox for that reply.
No luck.
We spoke with several agencies who have all successfully won large clients to find out how they approach the process both within a pitch and as an agency specializing in Fortune 500 companies.
Brian Patterson, CEO & Co-founder of Go Fish Digital, Eleni Ireland, President & COO of Digital Current, and Lee Stuart, CEO of I.O, all shared their tips for how independent agencies can win big clients in this competitive landscape.
Why Are You Getting a Silent No When It Comes to the Big Companies?
There is this thing called a barrier to entry that Investopedia defines as all the factors preventing or impeding newcomers in a market or industry sector, thus limiting competition.
When it comes to winning a big client – whether in a pitch or through a direct recommendation – you’re probably hindered by one of these barriers:
- Not being able to signal trust due to lack of a big client in your agency portfolio.
- Not being familiar with the intricacies of procurement and RFPs.
- Not having the necessary data to make your case.
To win a Fortune 500 brand over, you need to show how your capabilities can benefit them in ways that are advantageous to your processes. You can do this by emphasizing your agility, efficiency, and a deep understanding of their business objectives.
Let’s look at some key ways that can help independent agencies get the attention they deserve from big clients (especially if they’ve never worked with one before) — as mentioned in our research.
Strategies to Get You Noticed By Big Clients
Use the ‘Land & Expand’ Strategy
Think of your SEO agency as a small, invading army: you first need to land somewhere (anywhere!) and establish a foothold, then you can work on gradually expanding your control over the landscape.
Lee Stuart explains it this way:
“You need to seize on the opportunities and show everything that the client needs to do. Start doing trials with clients if you’re just getting started, even with low fees or next-to-nothing fees, and prove your value, because what matters is the referral. How the clients talk about you is the most effective way to build that portfolio.”
So, if you have the opportunity to work on a one-off brief from a big client, take it.
If there’s an offer to do a simple technical audit, do it, and get one foot in the door. If they’ve already worked with you once, large corporates will be much more likely to use you again for future (and even bigger) projects.
“Aim to be the preferred supplier,” Stuart adds.
Don’t forget to lead with your strengths!
As an SEO agency, you have in-depth access to search data and the necessary know-how to paint the whole competitive landscape with non-brand organic traffic. You need to be their consultant from the start, after all both Ireland and Stuart highlight the importance of positioning the agency as an extension of the in-house marketing team.
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