WinningtheStrategySide

If you do, your prospects will want to see it. And better still, they’ll want to see how it’s used. That means your strategic process
needs to be visual, easy to understand, and simple to demonstrate.

Most agencies have a process they can point to. The trouble is many are too complicated to understand. Few are easy to
demonstrate. And fewer still show any linkage between strategy uncovered in the process and linkage to the creative being
recommended. That’s a sure way to lose clients and miss out in new business selections.

Strategic Handicaps

Agencies of all types are being faulted for a variety of strategic handicaps, including not providing strategic leadership, for poor
linkage between strategy development and creative recommendations, and for confusing account planning with communications
strategy. For this reason, every marketing communication company should recheck its strategic development tool chest.

If yours is lacking, then consider bringing our Benefit Testing™ process in. It’s simple too install, very popular with the staff, a sure-
fire winner in new business, makes heroes of the creative team, and is visual enough to knock the socks off any client or prospect.

For more information on the advantages of bringing in Benefit Testing, click below to print out 25 Key Facts About Benefit Testing.
And then give Sanders Consulting Group a call at 800/899-1538 to discuss your situation in more detail. Or call us today and we'll
send you a brochure on this powerful account-winning strategy.