Making new business stick

Thom Forbes

The article discusses various agencies' approaches to winning new accounts. Acquiring new business is a good start but many agencies believe the best new client is an old one and consequently by helping clients to succeed, new business often arrives by means of referral.

Making New Business Stick

Today's rainmakers say winning a client is only a good start

Thom Forbes freelance writer, Hastings-on-Hudson, N.Y

A decade ago, there was a new-business wizard in New York City we will call Joe Opendoor. He embodied the street smarts of a private eye, the leather hide of an encyclopedia sales man, and the get-the-story wiles of a reporter out of 'The Front Page.' Joe jumped on every rumor, chased every lead, and never forgot a name or useful fact. His tenacity, combined with the razzle-dazzle charisma of the high-profile CEO he worked for, created a...

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