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The Biz Dev 100: Lucy Snell, Co-Founder, Cherry

Lucy Snell: Cherry

Welcome to The Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track.

Below is Lucy Snell, one of those at the top of their field who work in the UK biz dev sector.

Name: Lucy Snell

Job Title: Co Founder

Agency: Cherry (a new business consultancy working for multiple creative agencies

What were your highlights of last year?

Being asked to speak at a DBA event, getting my blog up and running and creating an automated in-bound lead generation system that brings in new business opportunities every month, finally nailing social media and launching various "new business tools & training products" to help teach agencies effective new business tactics and strategies. And of course continuing to deliver results for long-standing clients such as Conran Design Group (13 years) & Kinnersley Kent Design (4 years).

What has been your most memorable win - and why?

For Cherry it's always good to win a client back, we don't like losing clients but sometimes they do go elsewhere. With the agencies I work with, my role is to open doors, bring in the initial opportunity rather than run the pitch so my most memorable win for an agency I work for would be getting them on a pitch list at the last minute, when I know they have already shortlisted.

How would you describe your approach to business development?

Definitely not a sales approach and more about an intelligent, insight led approach that's focused on building relationships. The outbound activity needs to be very targeted and thought through and combined with other efforts across events, thought leadership, PR and general marketing.

What is the best piece of advice you’ve ever been given?

To be consistent and never give up (from my mum!)

What would be your number one tip to anyone starting in business development?

Don't be afraid to ask for input from other members of the agency, you would be surprised who can come up with some really valuable ideas. Also don't under estimate how long it can take to convert someone from a cold lead to a win - it's all about developing relationships over time.

What is your new business soundtrack?

I'm not into really motivational soundtracks but prefer easy listening so I can concentrate. I've just finished watching Big Little Lies which I love and the soundtrack is what I'm listening to at the moment.

Brands looking to appoint a new agency should look to The Drum Recommends for help. The Drum Recommends offers reviews of agency partners by their own clients to offer insights to the rest of the industry when hiring.

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