Can’t Sell, Won’t Sell and the case for Business Development.

I’ve just finished reading Steve Harrison’s latest book, Can’t Sell, Won’t Sell, and it's an important read. It throws down the gauntlet to the whole advertising industry in a time of recession, personal restrictions and huge uncertainty. I finished it late last night and hugely enjoyed it. I can't say I agreed with everything he wrote - some of which was purposely provocative - but fundamentally he outlines the systemic issues and bias within our industry, the lack of business return in the work we award and the impact of the diversion created by purpose-led communications. His main premise is that the advertising and communications industry needs to get back to its own purpose - selling things and (re)building their clients’ business.  

This week, I also watched the conversation on the same topic with Steve Harrison, David Harris, Patrick Collister and Andrew Marsden, hosted by the Alliance of Independent Agencies, which was the best, most fluff-free and honest webinar on the current state of the industry I've seen. 

In these challenging times clients need their brands and business to be on the road to recovery - to show a clear return on their marketing spend, to increase sales and increase loyalty. Many businesses are fighting for survival. What many agencies haven’t realised is that they have a secret weapon sitting within their organisations that can help them get closer to the clients business. Someone they already have on their team, someone whose job it is to be commercially savvy, to hustle, to spot growth opportunities for the agency and the clients. The Business Development people. 

Read more on LinkedIn here:

https://www.linkedin.com/pulse/cant-sell-wont-case-business-development-caroline-sparkes/