How to Begin Playing The Game of NEW BUSINESS Life with Exterior Design

So.... How CAN you deploy my team of pretty astonishing collaborators and myself to help YOU gear up for new business as never before?  Well, for starters? Don't follow Path 2 above! Path 1 is the way to go. And EXTERIOR DESIGN is designed precisely for those of you C-level leaders out there who HAVE the team in place, who've DONE incredible work and can share astonishing results. And who really ARE prepared to give new client prospecting AND acquisition the attention, time, energy, resources, budget, and respect that such an enterprise requires.

If that sounds like YOU? Then the Initial Client Engagement will undoubtedly be JUST what you have in mind.  If you move quickly, you can benefit from the one-time 20% discount offered to celebrate the launch of EXTERIOR DESIGN. It is for the first THREE firms who sign on prior to December 15 for immediate activation. Those who do so will be able to start the new year more powerfully prepared for New Business than ever before.

Here are the steps we'll deploy in what we hope will be a fun, productive AND wildly profitable engagement that will help you achieve your most "blue sky" business development ambitions.  

My ultimate goal is to create a sustainable program for YOU and YOUR TEAM and have refined my process and also built a number of incredibly useful tools for us to put to work for you. (Importantly, I also offer a six-month engagement in which I work closely with you and your team to activate with a VERY hands-on approach which naturally includes direct outreach/prospecting. Please bear in mind, however, that the ULTIMATE goal is for you and your firm to be self-sufficient in this regard. But for some select clients, I am happy to aggressively HELP you bring the entire program to life after the development of the three primary deliverables crafted during the Initial Client Engagement.

You will also have access to my new proprietary database of some 600+ of the country's most successful and innovative client-side decision-makers as well as the experience I've gleaned helping some of the best agencies in the country win some $6 billion in new billings over the last 25+ years. (Note:  that should read "$6 billion...and counting!")

Here is the Initial Engagement outlined in its most basic, straightforward terms:

1. Exterior Design conducts intensive Agency Brand Audit of client firm
2. The following is developed over the course of a one-to-two month engagement (with direct outreach for up to six months):

• The Tools – creation of powerful suite of marketing and new business presentation materials
• The Targets – development of both a master list of key constituents for ongoing messaging and a highly detailed database of TOP Prospects including a variety of information needed to develop a solid offering and ultimately new relationship with them
• The Tactics – a formal business plan designed for immediate and long term use (and that the client firm can actually ultimately continue on its own

Wouldn't it be nice to return to the office in the new year with most of the above either VERY far along or actually completed?  This process is between one and two months long, depending upon the specific nature of your biz dev situation.  

But the one thing I can guarantee you?  You'll start that new year MINUS the sense of dread that sometimes greets the occasion for two many agency and marketing CEOs and others. That I can assure you.

Get in touch now and I'll be happy to discuss in more detail and share you the process and tools in more granular fashion. And I'll also be VERY proud to share the number of incredible collaborators whose talent you may also want to put to work on your behalf. (I've worked with most of them for years, some of whom have been key partners for two decades (!), and some are incredible talents I've been eager to work with for some time.)

The New Year waits for no one. Wouldn't it be terrific to start the year AHEAD of the game? And, particularly, ahead of your competitors?  Exactly.

Cheers!

Neilan Tyree

Founder, EXTERIOR DESIGN

Neilan@NeilanTyree.com

Open for (NEW) Business (for YOUR business!)

In typical fashion (think about your OWN marketing efforts for YOUR company before getting TOO "know it all" with ME, thank you veddy much!), I launched this blog in October FULLY expecting to be uploading NEW DAZZLING insights and information weekly!  


Er... Uh...Well, please refer to that old chestnut about the cobbler's shoeless children.


Yes, folks. I know ALL about the difficulties of marketing your company not only from my 30 years of doing so on behalf of some of the best ad agencies and other marketing services firms in the country. But ALSO thanks to the challenges and issues I face with my own business -- in this case, launching a NEW company. Which, for the record, is something I have never done before.


That's right.  I am no longer that "gun for hire" that some of you may have always thought of me as (when, truth be told, I have almost ALWAYS been deployed for a much longer and consistent amount of time than THAT rather rude term -- to me, anyway -- suggests).


But I am VERY happy to announce the formation of this new company.  It isEXTERIOR DESIGN -- devoted to Business Development for ad agencies and other marketing companies as well as creation of new Entertainment product and advertiser supported Content.


EXTERIOR DESIGN has been painstakingly crafted (with a host of unique tools, an incredible proprietary database of the best marketers in the U.S., and a VERY robust and specific process) for those CEOs and other C-leaders out there who are TRULY ready to "make something happen" on the new business front and have the team, the expertise, the recent work and the RESULTS in place that will make them a true force to be reckoned with on the most important new business stages they can possibly appear. 


The time has come to take your entire company up a level? 2012 marks the year in which YOUR firm is going to get to the TOP of your competitive set?


Great. Then you and I need to talk. 


And if you call quickly, you may still qualify for my once-in-a-lifetime offer of a 20% discount I'm decided upon to welcome my first three premier clients with which I am starting the company. There are two such available slots so if you'd like to be as prepared as possible for the new year? These are the initial things my collaborators and I will develop for you (usually over a one-to-two month period, depending upon the nature of your business, etc.):  

• The Tools – creation of powerful suite of marketing and new business presentation materials
• The Targets – development of both a master list of key constituents for ongoing messaging and a highly detailed database of TOP Prospects including a variety of information needed to develop a solid offering and ultimately new relationship with them
• The Tactics – a formal business plan designed for immediate and long term use (and that the client firm can actually ultimately continue on its own

Would you like to learn more? Well, lucky you.... I just happen to have a few more thoughts to share...

EXTERIOR DESIGN is a consultancy developed on behalf of those C-level leaders of ad agencies and other marketing services firms most determined to take their firms to the “next level” of excellence through an aggressive pursuit of new, future-changing clients that will result in dramatic increase in revenue.

Shaped by almost thirty years of success in some of the most highly competitive New Business arenas that has led previous employers or clients of Neilan Tyree’s to over $6 billion in new billings wins (and counting), the initial program is all about ensuring that new clients have everything they need in place to make a dramatic play for their best possible new AOR assignments as well as critical projects that can lead to such relationships.

The initial engagement is an intensive one-to-two month program that follows these steps and is designed to ensure that the client firm has three things in place as the key deliverables:

THE TOOLS:  marketing and presentation materials that vividly demonstrate the most salient and exciting offerings the client firm has for its best prospects (which can either be based on existing materials – inevitably at least revised somewhat if such materials exist) or created swiftly either with on-staff creatives or EXTERIOR DESIGN partners/collaborators.

THE TARGETS: EXTERIOR DESIGN has a suite of tools designed to help clients and their core management teams work with the consultancy to create a highly refined set of criteria that is utilized to guide the development of a brand new database of best possible prospects. The result is two-fold, in regard to actual deliverables. On one hand, the client firm will receive a Master Database of all its best constituents for outbound messaging (through social media, direct one-to-one outreach, monthly mailings, creative and other news blasts, etc. But even more importantly, the process will result in a highly-refined database of TOP Prospects. The latter also comes with a deep dive research report on each (including information from my research partner that features global studies and such that most firms simply do not have access to) and a dramatically granular Work Sheet that includes extremely specific strategic concepts for the outreach to each client as well as clear creative directives on how best to present EXTERIOR DESIGN’s client firm to each. It’s worth noting that the work sheet itself is an organic document that includes every relevant bit of information about each TOP Prospect so can serve as a Status Report that doesn’t require a moment’s effort. Client wants a status report? I forward the Work Sheet as it exists that moment since it is constantly updated. What's more, EXTERIOR DESIGN works with clients either on shared sites such as basecamp or with GOOGLE Docs so that all such information is actually always available for clients to review at any time.)

THE TACTICS: There is one central truth about almost every agency or marketing services firm I’ve encountered over the years and that, sadly, is that almost none of them actually have a clear BUSINESS PLAN in place. While many have very dramatic objectives and goals, few have actually articulated how they plan to achieve those goals. So the final deliverable for each of EXTERIOR DESIGN’s clients is an intensely detailed, actionable and sustainable formal Business Plan that takes a variety of details unique to each client into consideration and that can be used for months – if not years – toward the artful pursuit of new business.

The above is what EXTERIOR DESIGN is dedicated to providing its clients. In some rare cases, we may also consider working with select clients for a six-month activation period in which we help them activate their actual outbound program.

And so it begins!

Are you ready to play ball?


That's who this site is for: 

• Those of you C-level and other senior leaders who are truly ready to rock and roll on the biz dev front.  

• Those of you who have been doing or are in the process of doing all the heavy lifting necessary to make YOUR company stand out. 

• Those of you who have something special to share with others and are ready to crow about it.

You're ready to "make things happen, dammit." 


Importantly, my services, processes, tools, partners and I are absolutely not for the timid or terror-filled. 


If I were to post an AD for new clients myself? It would probably simply read: 


"Seeking incredibly motivated and gifted world-class leaders -- or those who aspire to such -- and who are tired of pussy-footing around and want to take their company to the absolute next level and will commit to the steps necessary to do just that."


In fact, NTED undertakes our own vetting process for new clients to make damn sure we're being deployed by those who really are ready to write the next chapter in the history of their company (and undoubtedly create their own career-best efforts in the process) because...there is only so much time in the day and, for that matter, life is too short.


I'm not the ONLY one at NTED with an astonishing history of working with the most talented (and inevitably most demanding) clients and direct report bosses you can name – though I may be the only one in my SWAT Team full of independent supah-stahs who has almost always exclusively reported to the senior-most individual(s) at the blue-chip firms that have been my home for almost thirty years. (What can I say? Call me crazy, but I like living dangerously!)


But you better believe that everyone who is a member of the NTED DREAM TEAM brings a staggering track record of success honed at the highest possible levels and on some of the most competitive marketing battlefields of the past quarter century or more. That's who I roll with...


You want a crack leader whose rolodex is filled with amazing talent? "Nice to meet you! I'm free to talk. You?"


On the other hand, do you think I'll arrive with some golden rolodex of advertisers just dying to hand you a $50 million account?  "Buh-bye. I'm afraid I've got to run..."

No matter what some fast-talking types who purport to be experts in the biz dev field might tell you? That is decidedly not how it works. The way it does work requires the following: 


1) Seriousness of intent. 

Please, don't call if you kinda want to do something about new business... Hoo boy.

2) Your business is solid and readily able to take on SIZABLE new opportunities. 


Have you done the work necessary to be able to make a credible case to new clients and illustrate the clear ability to be able to deliver what you promise?


Best have that done before my posse and I come barreling along.


Also, about that scope? There's a reason my mission statement has long read "to help the senior-most leader(s) of any company or organization achieve their most audacious objectives." 


If it's small-fry things you have in mind? That ought to be something you can readily handle on your own or in-house, at the very least. And not of much interest to my comrades and me.


3) You're prepared to PAY:  primarily attention, but also the fair fees as well as a finite budgeted amount for materials, tools and outreach.


This ain't the Go-Go Eighties. No one is more clear on that than someone like me who has spent my entire life a "non-billable agency expense," ok?  Did you read that? I have been non-billable for my entire career.  But (here's where I haul out my favorite fact again) i have $6 billion in wins behind me that suggests those companies and individuals who've drawn on my talents have done so as an exceedingly good bet that paid back in spades.


I'm proud to bring everything in my arsenal AND stable of talent to bear on your work. And my own fee is extremely reasonable. And it's worth pointing out that I'm no longer available for hire by a single company and you probably wouldn't be able to afford the amount it would take to get me to consider changing my mind.


So, as a courtesy to those terrific companies and leaders out there, I have defined the value of my consulting practice by doing the math concerning what I've been paid and what I have delivered in return.  Let's have a talk. Believe me, my fee is not going to be the deal-breaker.


But it is by no means not only about the consulting fee. You need to be prepared to establish a budget and commit to it.  I'm more than happy to work with you on doing so -- and also, critically, on establishing critical benchmarks for us to hit at certain phases (either in that initial engagement addressed in the Snapshot about NTED to the right) or at multiple points in the long-form consultancy with NTED.


That's enough about NTED and me. Now let's talk about you and what you have in mind...right now. 


All you need to be is ready, willing and able to commit the reasonable, fair amount for consulting fees as well as the development, creation and even the execution of a prescribed amount of new assets and tools. And, again, most importantly, genuinely be present for such an undertaking and include your time and attention as well as that of your most critical company team members and fellow leaders.


While we will be most respectful of using your attention, time, energy, money and any and all other resources quite carefully, we do not win new business FOR our company clients. When successful, we create new opportunities and new revenue WITH our best clients.


Finally, if you don't understand that distinction, then you have more to learn about engineering a successful business development than I have the time or ability (or interest) in teaching.


In closing, I guarantee there are a few of you who WILL rise to the occasion and respond to this (somewhat baiting and more than a little provocative) screed. And, if so? I bet you'll share a lot of the characteristics with those folks I've most enjoyed working with over the last three decades. Like Jay Chiat. And Bob Jeffrey. And Jane Newman. And Laurie Coots. And.... I think I've made my point.)


Please call 323.469.1941 to discuss your immediate objectives or contact me at Neilan@NeilanTyree.com.


Cheers!


Neilan Tyree
Founder