Answer a question or two—and find a better agency partner

From time to time you will help your company find a new agency resource. While the reasons for needing a new agency could be very different, the process is usually the same. It’s one of elimination. You and your team identify a larger group of agencies. And with time, winnow the list down to one firm that best fits your needs.

Part of the process is answering questions the agencies ask. You’re familiar with the usual suspects:

• What are your marketing objectives?
• What have been your past plans?
• What’s your competitive situation like?
• What kinds of quantitative or qualitative consumer research exist?
• Who have you worked with in the past?
• What have you liked or not liked about them?
• What other agencies are competing for the business?
• What’s your budget?

As you look over these questions, and others like them, do some of them feel intrusive? Does a question like “what’s your budget?” feel like you’re going to the dentist’s office?

While this is understandable, here are some great reasons why you should consider answering agency questions—even the uncomfortable ones—during a pitch process.

Get better, more informed advice and thinking from the agencies
You are coming to the agencies with a marketing challenge or two. The more information you provide about the challenge, the greater the likelihood of hearing actionable ideas—things you can do now to drive impact.

Take, for instance, questions around budget. Your company’s marketing funds are a key factor in identifying the best marketing communications strategies and tactics. And on the agency side, a company’s budget also impacts how your business is staffed and serviced.

Gain a sharper sense for client-agency chemistry
You can do this even by reflecting about the kinds of questions they ask. Are their questions more about your brand and your marketing challenges, or are they more self-serving? What do the questions and the related interaction tell you about how they think? How they might treat you as a client? The more candid you are in answering questions and your challenges, the more candid they will be during the search process.

Create more distinction between the agencies
All agencies have great work, nice people and “unique” processes, or they wouldn’t be on your list, right? Questions the agencies ask can help you identify the differences between the firms vying your business. Do the questions demonstrate they did any homework? Do they seem like they run a good business? Agency professionals who ask smarter, more informed questions will typically do a better job on your business.

Demonstrate your ability to be a good client and potential partner
Just as you are evaluating the agencies, the agencies are evaluating YOU. Keep in mind they are about to invest thousands of dollars in internal and external resources to participate in your pitch. The way your company manages the search—which includes your interactivity and interest in responding to questions—can speak volumes about the future client-agency relationship. What kind of partner will you be? Will you ultimately help or hurt the agency’s business?

Of course, there may be some truly proprietary and confidential information you may not want to share with the agencies. But the rest of it? Consider sharing it. And experience a better pitch process for all parties. And then once you find the right agency, be more confident you have found a great partner.