Agency credentials are critical to the world of agency new business. But what makes credentials appear valuable? How do agencies influence the purchasing decisions of brands? Often the presentation of credentials are rather disappointing.
Get to the point.
People do not have the time to focus on vague, lengthy, and meandering presentations. So when presenting your agency credentials deck, aim to optimise the time you use and get your point across clearly and concisely.
Presentation of credentials should only require a few slides for each case study. If five or six slides aren’t sufficient to do the job, then you’re probably struggling to sell yourself. Too often credential presentations are far too long. They need to always be short, snappy and insightful.
Make sure you are results-focused.
It’s important to keep things brief and focused, but what should you include? What will make you stand out from the crowd and catch the attention of your audience? Firstly, you need to show tangible evidence of value and results.
It’s a good idea to frame a case study around tackling a challenge or solving a problem, rather than offering a rambling account of what you do and why you like it.
If you can also include relevant testimonials and pertinent sector-specific insight, you’re more likely to leave a positive impression. This kind of approach will demonstrate the value your agency can offer to a brand team’s work and is much more likely to result in a successful presentation.
Finally, even the most impressive credentials are best discussed in person, so be sure to emphasise the importance of even a brief meeting.
Try to show your culture.
In addition to keeping your presentations clear and concise, it’s important to understand the limits of agency credentials. The agency team is often just as important as the case studies they present.
In fact, an over-reliance on credentials can give the impression of a lack of personality and end up feeling sterile. Bring along photos of your office and your team to personalise things and help inject a bit of character to differentiate your agency in what is a highly competitive industry.
Understand that credentials have their limits.
Knowing your credentials like the back of your hand can be comforting, but you might be relying on them too heavily. At times it can be beneficial to wander away from that path and leave the presentation behind.
It’s important to react naturally to remarks and questions you may attract, and may not have been expecting. Your credentials should facilitate, not dictate, the kind of conversation that takes place during your presentation. Don’t just present, but recognise that there are others in the room and try to engage them.
Always get a second opinion.
Be aware that what you think is your best work, may not be received as such. Get another opinion on your deck. Plenty of agencies deliver great work for their clients but neglect their own credentials. It’s easy to rest on your laurels, invest in your deck and take it seriously.