How to sell to existing and prospective clients, with Marcus Cauchi

Welcome to the Creative Agency Account Manager Podcast with me, Jenny Plant, from Account Management Skills Training. I'm on a mission to help those in agency client service keep and grow their existing relationships, so their agency business can thrive.Welcome to Episode three of the Creative Agency Account Manager podcast. I'm honoured to have a very, very well known salesman and sales trainer in the UK joining me today. My friend Marcus. I was lucky enough to be trained by Marcus when I was at Publicis, and he was actually the one that inspired me to set up Account Management Skills training to provide agency account managers with selling skills. Now, in this episode, Marcus shares some absolute gold for both agency account managers expanding the business but also for those in agency new business. I really enjoyed this discussion. Marcus does not hold back when it comes to how he feels. Agencies need to up their game when it comes to professional selling and no one's ever going to accuse Marcus of being a shrinking violet when it comes to speaking his mind. He's going to share with us the key to being successful in sales and the essential things you have to do when looking to expand the business. What not to do at the point of contract renewal, if you want to avoid a bid situation, what you should be tracking and measuring in your new business activities and the cure for a weak and empty pipeline where the area of really organic growth comes from, and why very few agencies recognise it. And what the transition looks like when your new business person hands over to the account management team. He's going to share loads more tips, loads, more advice and words of wisdom. He's even going to share with us the top 10 books he recommends every agency account manager should be reading. So I hope you enjoy this episode.Jenny: So today I'm delighted to speak to probably the most well known salesman and sales trainer in the UK, Marcus Cauchi, who I also had the pleasure of being coached by in 2010, which you probably don't do anymore, Marcus, do you?Marcus: I do. But there's a twist.Jenny: Okay, because you're far too important to do one on ones, I'm sure.Marcus: Love doing one on ones.Jenny: But you fundamentally changed my career. And you were the most inspiring person I've ever met in my career. So I'm delighted this morning. And he's also happens to be the author of the book Making Channel Sales Work, who I'm holding a picture of now, and also the host of two fantastic podcasts, the Inquisitor podcast, which if you are in sales, or in the business of sales, or you're a business leader, then I highly recommend you read because it's like a master class in selling, frankly. And also a newer podcast called Scale Ups and Hypergrowth, where he interviews leaders of disruptive tech companies about how they reach massive scale and hyper growth.Marcus: Without losing control, is the important bit in that. Most companies that scale fast so you know, hit the edge of a cliff and then fall off it. They don't go over. And the important thing about scale is that you can sustain it so that you end up creating a long lived business with customers for life.Jenny: Well, I've been following your journey and I listened to the podcast and you've had some really, really high level people on there. It's been really impressive. How do you manage that?Marcus: Well, just by asking, they’re incredibly generous. But I've learned so much from those podcasts, you could not even begin to imagine. Jenny: I honestly every time you ask a question, I think I was nervous about asking you on this podcast because I thought I'm not going to be able to reach that level of questioning. But listen, tell me, give us a bit of a short intro anything that I missed out on just for the audience. Marcus: I've been selling for 35 years, been with a company called Sandler for the last 17 years, and just about to embark on a new journey. So I've got some really exciting plans ahead. And the podcasts are really an opportunity for me to learn from the best in the world. And that's working out really nicely. And got married, three kids, worked in probably about 450 - 500 different segments of the market. And that range has been really useful, because what I've discovered is that in a specialist field, people who come with a broad range of experience and they have exercise creativity tend to be far more successful. So what I've found is that with minimal knowledge about what the product is, but an understanding of their customer, the kind of problems they have, the kind of better future they're looking for, I'm able to help people. So my typical client will grow three, four or 500% in a year, if they apply what I teach. And what I've seen is people who were on their last leg in ...