You’ve done the thinking, built the plan, and walked into the meeting prepared. Then the client hesitates, latches onto something minor, or asks a question that shows they’re somewhere else entirely.

In this solo episode, I share a story from my work with an agency director whose solid plan fell flat four minutes into a meeting with her founder.

We look at why that happens, the four main ways people take in an idea, and how to adjust in the moment when the person across the table needs something different.

I also talk about why this is a leadership skill, especially if you’re still the only person in your agency who can get a client to say yes.

In this episode, you’ll learn:

• The four ways people take in an idea: results, possibility, evidence and people
• How to spot your own default and the blind spot that comes with it
• How to read the room and adjust when an idea isn’t landing
• Why being the only one who can land ideas keeps your agency from growing

Key quote

“We tend to present ideas in the way that makes sense to us. Strong communicators learn to present them in the way that makes sense to the people receiving them.”

Your challenge this week

In your next client meeting, notice where you start and what your client keeps coming back to. Then send me a message on LinkedIn and tell me what you noticed. I read every one.

Connect with me

LinkedIn: https://www.linkedin.com/in/kwanaudrey/

Clients hire the bigger agency expecting more speed and more resources. Then their project waits its turn in a queue behind everyone else's.

Jonathan Cogan has seen it from both sides. He spent more than two decades in healthcare marketing, in both independent and network agencies, before starting his own small but mighty agency.

Jonathan and I dig into where the big agency model gets in its own way and what a small team can do that a large one struggles to match.

In this episode:

• Why clients expect to see action within weeks, and what that means for the time you spend on strategy
• How to talk about the advantages of a small agency without bringing up your size
• What builds a client's trust when you're a small agency
• The question that tells you whether you're making a client's life easier or harder

If you've ever played down your size, this conversation gives you another way to look at it.

Show Notes:

-Sephrina Website: sephrina.ca

-Jonathan's LinkedIn: linkedin.com/in/jon-e-cogan

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep163

Podcast Edits by Lindsay Curtis

By the time your ideal client asks for a proposal, how much of their decision has already been made?

Probably more than most agency owners realize.

CMOs are paying attention long before they formally enter the market for an agency. They're looking for signs that a potential partner understands their business, can move quickly, and won't add more risk to an already high-pressure role.

So, what makes a small agency feel like the right choice?

Christian Banach, founder of Next Big Win, and I dug into that question. He has spent more than 20 years helping agencies win new business, and his CMO Journey interview series keeps him in regular conversation with senior marketing leaders.

In this episode, we get into:

• Why CMOs treat hiring an agency as a risk decision
• What a specialist signals before the first call
• What CMOs are still outsourcing, and what's moving in-house
• Where to look for early signs a company may need support
• What to send a CMO once you've spotted a signal
• How thought leadership keeps you visible while timing sorts itself out

Knowing which CMOs to reach out to, and what to say when you do. This episode covers both.

Show Notes:

-The Next Big Win: thenextbigwin.com

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep162

Podcast Edits by Lindsay Curtis