How much “how to search” training is available to clients? Especially those in procurement? I know the 4As and the ANA have several docs available to clients. But nowadays, people may be too busy to read 10 pages, let alone 40. Maybe a series of quick, 3-minute videos could help (based on these existing, really well done printed pieces). Make them widely available. Include a list of search consultants for those that will realize they may need help.

Is there a way to change up the typical process, and have clients or search consultants have a quick phone conversation with the agency and ask for a list of references BEFORE things get serious? The prospective clients should check those references before doing anything else. An agency’s existing clients would be in a much better position to talk about the service and work they get. Of course, this is not going to work in all situations. But it’s a thought. This could mean that instead of 12-16 or more agencies making a credentials or RFP round, only a handful do. Which makes it better odds for an agency.

Finally, next time you find yourself in one of these weighty pitches – particularly ones without a search consultant – would there be any value in making an offer to avoid the pitch altogether? After all, it takes time to participate in multi-staged dog and pony shows. Time that could be spent learning the brand or getting work out into the marketplace. Which can translate to a faster, more efficient change for the client.

Hope this helps. This is an industry-wide problem. And yeah, you’re right: picketing ain’t gonna change it. But new thinking can!

Steve Congdon
thunderclapcg.com
rainmaking blog