How can your agency be indispensible to your clients and prospects?  Give them something you’re not billing them for.

Far too often agencies are only willing to spend energy on the things that show a tangible payoff at the end.  Time spent demonstrating that you’re thinking–that your radar is up for the client you worked so hard to land (remember them?) or the one you’re trying to land, means more to your prospect than a 7′ tall box sent to their lobby to get their attention.

Wowing the CMO into hiring your agency rarely happens.  It’s the thing of folklore.  It’s legend.  And if it’s your new business strategy, you’re sunk.

Instead why not follow Peter Shankman’s Haro updates and look for places your client can be featured.  (OK I know that’s a PR agency function and that’s part of what they get paid for but PR people can use Haro too)! 

Get their blog submitted to aggregate content providers like Alltop.

While you’re working like mad to pitch the next big project to your clients and prospects, think about them once it a while.  Show them it’s not all about the money–it’s about the relationship.  Then put your money where your mouth is.

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