Jody Sutter on Unlocking the Secrets to Building a Thriving New Business Culture for Your Agency

Building a strong client base is a significant goal for any agency to continue to scale. However, acquiring new business is not a one-size-fits-all situation in the agency space. Business development comes in many shapes and sizes, and what works for a ten-person team likely won’t be as effective for a 100-person company. A friend of the show, Jody Sutter, is here this week to talk about her experiences in business development, the four business personalities, overcoming the fear of sales, and more! This week, episode 233 of The Digital Agency Growth Podcast is about unlocking the secrets to building a thriving new business culture for your agency.

Watch our latest video training, How to Take Charge of Your Agency’s Future Revenue. During this training, you’ll learn how we get qualified appointments every week using tasteful and highly targeted email outreach.

In this episode of The Digital Agency Growth Podcast, Jody Sutter shares the importance of efining the agency's new business ecosystem, including its promise to clients and actionable steps you can take right now to break down the  hesitancy in embracing sales, particularly the fear of rejection. 

Jody Sutter is the owner of The Sutter Company, a business development coaching and advisory firm, and the inventor of the BUILD WIN SCALE™ system, a step-by-step process designed to help leaders of small marketing agencies identify and activate their natural talents for sales and marketing, leading to a sustainable approach to winning new business. She started The Sutter Company after more than two decades of running business development teams for agencies, large and small and spanning a diverse list of disciplines. They’ve included R/GA, OMD, Havas Media and The VIA Agency. Equal parts storyteller and problem-solver, she knows how to prescribe the tools and techniques that are right for your agency to get your prospects to say “yes”.

In this episode, Dan and Jody discuss the following:

• The importance of taking consistent action and being willing to try different approaches.
• Jody’s four business personality roles and how they approach business development.
• Moving past rejection and onto the next business opportunity without deterring the agency.
• Building systems for long-term sales success.

Don’t forget to check out Jody’s book, A Small Agency’s Guide to Winning New Business: 8 Steps to Winning More of the Right Kinds of Clients on Amazon.

Thank you for listening! If you enjoyed this episode, please take a moment to follow, rate and review the podcast and tell me your key takeaways!

Learn more about The Digital Agency Growth Podcast at https://www.salesschema.com/podcast/ and our Video training at http://salesschema.com/takecharge 

CONNECT WITH JODY SUTTER:

LinkedIn

X (formerly Twitter)

The Sutter Company

CONNECT WITH DAN ENGLANDER:

LinkedIn

Sales Schema

Chapters

• 0:00 Jody Sutter on Unlocking the Secrets to Building a Thriving New Business Culture for Your Agency
• 6:30 Using 12-week sprints to achieve business development goals.
• 8:34 Jody’s four business personality types.
• 13:58 Converting raw energy and passion into leads.
• 15:54 Creating connections that lead to new clients.
• 18:27 The importance of having a strong elevator pitch.
• 20:21 Addressing fear in business development and new client acquisition.
• 26:17 The emotional side of sales and overcoming slumps.
• 34:38 Creating better credentials decks and their role in sales.
• 39:05 Training new hires and providing mentorship.