Why You? The one question to ask an agency.

It never fails, in every new business pitch meeting we get to the Q&A portion and we’re asked, “so, why Duft Watterson?”

Sure, the question comes in many different formats:

  • What makes Duft Watterson different?
  • Why should we choose Duft Watterson?
  • How is Duft Watterson different than the other agencies we are talking to?

Sometimes we’re even asked in a rhetorical manner, “There are a ton of agencies that are bigger than Duft Watterson, why should we hire you?”

If you are in the process of hiring an agency, and you’re working on a list of questions – please – PUT THE WHY SHOULD WE HIRE YOU QUESTION AT THE TOP OF YOUR LIST (preferably one of the nicer versions).

But, probably not for the reason you might expect.

Every agency has an answer to this question. If they don’t, eliminate them right then and there. If their answer feels like bullshit, thank them for their time and tell them you’ll let them know when you make a decision.

Why does this question matter so much? And what should you be looking for in an answer?

Think about this question in the context of a job interview. As you interview a candidate, there are generally a set of basic requirements and skills that got them in the door. I call this the minimum barrier to entry –  the set of skills and experience they needed to even be considered.

For instance, once a candidate makes it into the room, it is their job to convince you that they are the best person for the job. With every question they answer, they should be convincing you that they are the best choice. Answers might lean on their skill set, their fit, their personality or all of those things combined – regardless, it is their job while in that room to show you they are the best choice. Imagine if you asked them the same question and they did not have a good answer – you’d be rightfully put-off.

The same is true for an agency.

How? As an example, I’ll use an answer I might give in a job interview:

Interviewer: Marc, there are a lot of talented people who want this job – why should I hire you?

Marc: Well, I love everything about this company, I have enjoyed meeting everyone and think it would be amazing to be part of this team. I have the experience to do the job and do it well. But more than that, I want the job. I want to lock arms with you and the team and knock it out of the park. I guess if you put it simply, I want to work with you, and if you want to work with me too – we can do great things.

Damn, I’d hire me.

But here’s the thing, you might not agree. What if I provided that answer, but you don’t like me (I know, that’s really hard to imagine, right?). What if my answer feels off to you, you don’t believe it, or you felt as though we’re not on the same page? You would hire someone else, and that would be the right choice.

But imagine you do like me, and my answer does resonate, and you are excited to work with me too. This answer will feel good, and you’ll probably hire me, and we’ll do great things together.

Now, consider the above example, just change the name from “Marc” to the name of the agency that’s pitching you:

Your company: Duft Watterson, there are a lot of talented agencies that want this job – why should I hire you?

Duft Watterson: Well, we love everything about this company, we have enjoyed meeting everyone and think it would be amazing to be part of this team. We have the experience to do the job and do it well. But more than that, we want the job. We want to lock arms with you and the team and knock it out of the park. I guess if you put it simply, we want to work with you, and if you want to work with us too – we can do great things.

In the end, no matter how an agency answers the question, their answer should feel good to you. You should be excited to work with them. They got in the door because they have the skill set to do the work. How they answer that question will help you determine if you will actually enjoy working with them.

Like any good relationship, you are looking for chemistry. Do they seem like a good fit? Do you want to talk to them? Do they seem like a group you’d like to spend time with on a regular basis? That’s what you’re looking for in an answer.

 So, want to see if we’re a good match? We’d love to chat. Get in touch with us here