54 agency biz dev mistakes
June 7, 2025
What are the top 54 pitch mistakes agencies make?
Robin and I were delighted to present 54 Mistake Agencies Make in New Business Development during the annual Build A Better Agency Summit presented by Agency Management Institute. Forbes calls it the #1 conference for agency executives. This is the ideal agency conference for small to mid-sized agency leaders! The focus is on how to run an agency business better, so that it’s more sustainable, scalable, and down the line if you want to — sellable.
Since not everyone could attend, I thought I’d share a few of these agency pitch mistakes in the interests of agencies everywhere putting their best foot forward and clients seeing the best of what these agencies have to offer.
Of course, “54 mistakes” is a long list. Here is a sampling of ten of the most common and self-defeating things agencies do when pitching new business:
1. Not responding promptly to outreach
In the lead up to an agency review that we are managing, we often need to do some additional screening of likely agencies. Here’s an example – we recently asked an agency for some updated information on their experience in a specific category, their media $ under management and experience supporting franchise brands.
We needed this information to update our own database and to consider an agency that appeared well suited for a review. Their answer?
Crickets.
So we tried again:
Still no response. We moved on. There are, after all, thousands of agencies to choose from!
Months later, Emily received this email:
Don’t be this agency…
2. Limited understanding of the prospect’s needs or industry
Prospective clients are eager to find agencies that ask good questions, have done some background digging and showcase that understanding.
3. During an intro or check-in call, using the full time to walk through a prepared deck
Every minute an agency spends walking through a prepared deck is time that the prospect is not talking.
4. Going over case study after case study after case study
5. Responding (to an RFI, RFP, etc.) without asking questions or asking for a call
Context can be everything. Asking good questions helps an agency make a better impression, helps engage with the prospect and can yield important learning.
6. Responding without doing research (desk research, store visits, etc.)
You’re probably seeing a theme develop here: prospects want to know that their agency will dive in and understand them and their category, target audience and competition.
7. Making a submission all about the agency instead of the client’s business
Agencies bond with prospects over the prospect’s problem, not the agency’s solutions.
8. Ineffectively introducing the team
This is a real slide (with the agency masked…):
Don’t do this.
9. Submitting a “canned” response
You’re dating. Make the date special by focusing on your date.
10. Not articulating what makes the agency distinctive
Prospects won’t remember your agency if you aren’t distinctive. One of the best ways to be distinctive is to do a better job of avoiding mistakes 1 thru 9 here.
Avoid these 10 mistakes and you’ll do a better job of presenting your agency!
And stay tuned – we’ll undoubtedly share more of the “54 Mistakes” in a follow up blog later in the year.
Steve Boehler, founder, and partner at Mercer Island Group has led consulting teams on behalf of clients as diverse as Ulta Beauty, Microsoft, UScellular, Nintendo, Kaiser Permanente, Holland America Line, Stop & Shop, Qualcomm, Brooks Running, and numerous others. He founded MIG after serving as a division president in a Fortune 100 when he was only 32. Earlier in his career, Steve Boehler cut his teeth with a decade in Brand Management at Procter & Gamble, leading brands like Tide, Pringles, and Jif.
