➡️ Swipe Right
Why Agency New Business Is Just Like Dating ❤️
I have said this for years, agency new business is just like dating, and trust me I should know. Winning new business isn't just about capabilities and case studies—it's about chemistry, timing, and making meaningful connections. As someone who's spent years in agency new business and dating, I've noticed striking parallels between finding the perfect client match and the perfect partner. Let's explore why your agency's new business strategy might benefit from thinking more like a relationship expert.
💁🏻The Profile Matters: First Impressions Count
Just as dating profiles need to strike the right balance between impressive and authentic, your agency's presence needs to do the same. Your website, social media, and credentials deck are essentially your dating profile. Like a well-crafted Bumble bio, they should showcase your personality, not just your achievements.
Too many agencies fall into the trap of listing capabilities like someone listing their job title and height—necessary information, but hardly the stuff that sparks connection, and often reads fabricated. Instead, lead with your agency's unique perspective, culture, and the transformative impact you've had on clients' businesses. That's your "emotional hook." Have a strong POV so that you attract the right suiters.
👻Playing the Long Game: Beyond the First Date
We've all heard horror stories about prospects who ghost after a promising first meeting. Like dating, new business development requires patience and strategic follow-up. The "three-day rule" might be outdated in modern dating, but the principle of giving space while staying present remains valid.
Instead of immediately pushing for a commitment after a great first meeting, focus on building genuine rapport. Share relevant thought leadership, make introductions that add value, and demonstrate that you're invested in their success—not just their budget. Take is slow, get to know each other.
🧪The Chemistry Factor: You Can't Force It
Sometimes, despite perfect credentials and capabilities, the chemistry isn't there. Maybe their culture doesn't align with yours, or their expectations don't match your agency's vision. Like in dating, it's better to recognize this early and move on than to force a relationship that will ultimately disappoint both parties. Know when to walk away and then actually walk away.
😔Commitment Issues: From Dating to Partnership
The transition from prospect to client mirrors the shift from dating to a committed relationship. Both require clear communication, aligned expectations, and mutual trust. When an agency and client decide to work together, they're essentially agreeing to be exclusive partners in achieving business goals. Know your worth and consistently remind yourself.
❎The Ex-Factor: Handling Previous Agency Relationships
Just as people bring past relationship experiences to new dating situations, clients bring previous agency experiences to new partnerships. Some may be recovering from a bad breakup with their last agency; others might still be in a complicated relationship with multiple partners. Understanding this history is crucial for navigating the new business process successfully. Get curious, not defensive.
🚩Red Flags and Deal Breakers
In both dating and new business, it's essential to recognize red flags early. A prospect who won't discuss budget, keeps rescheduling meetings, or seems unwilling to give access to key decision-makers is showing warning signs similar to someone who won't define the relationship or make time for meaningful connection. When they show you who they are, believe them.
🤝The Power of the Network: Matchmaking Still Works
While many modern relationships start through apps, introductions from trusted friends still lead to some of the best matches. Similarly, while RFPs and pitch competitions have their place, warm introductions from satisfied clients or industry colleagues often lead to the most successful agency-client relationships. Put yourself out there.
⛓️💥Building Lasting Relationships
Ultimately, both dating and new business development are about building lasting, meaningful relationships. The most successful agencies, like the most successful daters, understand that it's not about playing games or following rigid rules—it's about being authentic, adding value, and finding partners whose values and vision align with yours. Be yourself, and the right clients will swipe right.
Remember: Just like dating, the goal isn't to win them all – it's to find the ones worth keeping.