YBB Newsletter

I once ran a disastrous pitch to the Outnet and it still haunts me. I couldn’t answer any of their questions and garbled out incoherent answers. The shame came from floundering not only in front of a client, but in front of colleagues.

My own experience and the “what will happen if I’m put on the spot and I don’t know the answer” fear is the motivation for this July edition of the YBB Newsletter.

We THINK we need to know all the answers

This is a trap.

When we start from a position of needing to be the expert and know everything, we will aways fall short, and nightmare meetings like this will keep occurring.

What changes if you think of yourself as a partner?

For me it creates space to breathe, permission not to know, and a drive to enquire.

We FEEL on the backfoot

Whether it’s a pitch or discussing a brief, these kind of meetings often induce panic – the stakes feel high and we don’t know what we’re going to be asked.

I noticed how often I was reacting to a client request - sending information or speaking before I really understood the issue. Not only was I guessing at what would be useful, I was also failing to learn anything new about my client and their problem.

My desire to demonstrate my knowledge, solve and be immediately useful was sabotaging me.

Imagine how it would feel if your role in a business development meeting was not to prove, perform or sell, but was to connect and to understand.

And the good news is, this is what researchers are exceptionally brilliant at.

DO take charge of the business development process

Seek first to understand: Clients come to us for ideas, but resist the urge to send creds, a proposal or discuss ideas until you fully understand the problem they are grappling with. Summarise what you are hearing using their exact language and check you’re on the same page.

Offer a range of support: Only when you really understand and clarify the challenge, ask “would you like to hear how we could help?” then share options for discussion to get an early read on how they land with your client.

Manage your fear: What’s the worst that can happen? If the worst happened, what would you do? What’s on the other side of this discomfort for you?

Experience is your biggest teacher. What’s stopping you grab an opportunity right this week, giving some of this a whirl and seeing the impact?

Want to work with me?

I help talented insight professionals become more effective managers, and more strategic leaders.

I run 121 and group coaching programmes.

I am launching my first cross-agency group coaching programme mid September. I will bring together first-time leaders and managers (AD/D level) from smaller agencies for a weekly 75minute virtual coaching session. Topics include: overcoming self doubt, managing up and down, and building trusted relationships with clients and stakeholders. Starts mid September. Only £500pp*.

*price valid for 1st cohort only.

Get in touch at zoe@youburnbright to book a chat.

Back in September

August is family time for me, so the next issue of the YBB newsletter will be the last Friday in September.

Thank you for reading

I would love to hear any feedback you have or topics you’d like covered. And please share with your team, colleagues and friends, if you think they’d enjoy the read.