This is true whether you’re big or small, famous or relatively unknown. It’s frustrating to “look through the candy store window” and say to yourselves, “We coulda’ been a contender . . . we know that category . . . we coulda’ won that.”

Which is why prospecting vs. pitching should be your focus.  Prospecting is the best way to be sure you get into a competition and not just watch other firms compete.  And, if you do prospecting right, you may not even have to put up with a competition. They just give you the business. It happens.

Clients decide to look for agencies for all kinds of reasons  . . . new products, new CMO, a dip in sales, a crisis, complaints from the trade, etc. . . . and none of those is in your control.  What is in your control is the ability to be top-of-mind . . . and therefore “in consideration” . . . when those change-factors “hit.” But becoming top-of-mind requires aggressive outbound communication.