The New New Business: Nicole Souza on the Importance of “Proactive Selling”
Nicole Souza is the new CMO of Saatchi & Saatchi, where she leads the agency’s growth and marketing efforts across the US. Nicole’s career in the creative industry spans 25 years including stints at Deutsch NY, TBWA, and McCann and Mullen.
She believes that people are the centre of the creative industry and that building authentic relationships is foundational to all great advertising. Nicole is passionate about championing women in advertising, having mentored others throughout her career and as an ongoing advocate today. Throughout her career, one key evolution has been the prevalence of “proactive selling”, before an account goes into review.
She ponders that and more below.
LBB> What was your first sale or new business win?
Nicole> My first new business win was with Sony for the UK office of the network I was working within. It was a good-sized opportunity, but more so it was a coveted brand, and this made it important to the agency. The process itself was challenging because I had just made the career path change from account leadership to business development, and so I was sort of running at the opportunity without a sense of what would be effective or what wouldn’t be! It was a lot of gut instinct and a few calculated risks. I was thrilled we won it, but I think I felt more relieved than anything. I didn’t want to let my team or the agency down.
LBB> What was the best piece of advice you got early on?
Nicole> Always be authentic. I feel like this mantra has guided me throughout both my career and personal life. Being an authentic communicator is a huge asset in the creative industry, and I think it’s the quality that will ultimately set you apart from the competition.
LBB> How has the business of ‘selling’ in the creative industry changed since you started?
Nicole> Two things come to mind. The first is that proactive selling, before an account goes into review, now feels like a standard practice. We must sell to be considered for reviews that are about to be activated. Early in my career the ‘selling’ was more focused on after the account went into review. Less about getting considered, and much more about preference and conversion. Second, I’ve seen a shift in emphasis from presentations with creative power and showmanship, to creative power and humanity. Connecting with people on a human-level, with an emphasis on the relationship is one of the most meaningful qualities in a pitch presentation and it seems to be superseding the showmanship once used to win pitches.
LBB> Can anyone be taught to sell or do new business, or do you think it suits a certain kind of personality?
Nicole> I think there are some inherent characteristics one must possess to succeed in a business development role: love of people, desire to network, comfortable in the room, and being quick with spontaneous conversation are some off the top of my head. That said, sometimes those characteristics simply need to be ‘turned on,’ and in this way, one can be taught how to use those qualities to sell.
LBB> What are your thoughts about the process of pitching that the industry largely runs on?
Nicole> I think the general industry pitch process can certainly work for large, complex pitches. There’s a rigour and level of detail that is needed for pitches at scale, and many times, it’s helpful to have the standard practice in place. That said, for smaller, less complex opportunities, an abridged version of the pitch process would be my preference. One that is largely predicated on time together with client partners, working through challenges in more of a series of working session style meetings, building chemistry and gaining insight into if the agency is right for the client and the client is right for the agency.
LBB> How do you go about tailoring your selling approach according to the kind of person or business you’re approaching?
Nicole> I always listen first with the intention of gaining insight into the brand, company, and most importantly, the people who are running the brand. You can learn so much about how your selling approach will be received by simply listening, and then you customise your approach to your audience.
LBB> New business and sales can often mean hearing ‘no’ a lot and quite a bit of rejection - how do you keep motivated?
Nicole> Every opportunity, whether we win or lose, is an opportunity to learn. And so, while I love to win, when we don’t, I’m motivated to take what I’ve learned and put it towards the next opportunity.
LBB> The advertising and marketing industry often blurs the line between personal and professional friendships and relationships. Does this make selling easier or more difficult and delicate?
Nicole> This is so true. Some of my dearest friends have been made in this industry! I find these relationships make for a shorthand in language and action throughout the selling process that makes things incredibly efficient and fun! In my role before coming to Saatchi, a former colleague and friend included my team in a review she was running for her brand. It was one of my favourite projects in recent years because even working together in the context of a different relationship, we just sort of fell back into our rhythm as colleagues. It was great!
LBB> In your view, what's the key to closing a deal?
Nicole> There are so many contributing factors to closing, too many to list. But I would say transparency, great communication, and conversation between the agency and client throughout the process sets us up for success.
LBB> How important is cultural understanding when it comes to selling internationally?
Nicole> It’s incredibly important. Every person comes to the table with ingrained cultural values and experiences. In a global pitch, building a brand globally, requires understanding what these influences are so that you can ensure your work and communications are resonating. Again, I would encourage people to listen and learn when it comes to pitching global markets.
LBB> How is technology and new platforms (from platforms like Salesforce and Hubspot to video calls to social media) changing sales and new business?
Nicole> I look at technology and new platforms as additive to a discipline that is fundamentally about relationships and people. We can use them smartly to connect people, add theatre to meetings, or use for managing content.
LBB> There’s a lot of training for a lot of parts of the industry, but what’s your thoughts about the training and skills development when it comes to selling and new business?
Nicole> Training is important for the development of our talent across the industry. In terms of business development, it seems quite sparse. I’d love to see more.
LBB> What’s your advice for anyone who’s not necessarily come up as a salesperson who’s now expected to sell or win new business as part of their role?
Nicole> Be authentic. Listen to those around you, both colleagues and client partners. And most of all, enjoy the ride.
