A practical guide
Know what you’re buying. And why.
For owners who want useful acquisition work without signing up to a vague list of activities. Start with a bounded contribution you can inspect and a reason to choose it.
Bring the question that matters.
Describe what you sell, who needs it and what happens today when people enquire. A few examples and your existing route are enough to begin a discussion. You do not need to export your customer database or know the right marketing terminology. A defined search or local task can come directly to its scope.
Choose a contribution, not a compulsory package.
The first task might be correcting local service information, improving an answer to a buying question, or evaluating one acquisition route. Where useful, we compare self-help, an existing provider and a bounded new contribution. If the offer or contact process needs work first, that becomes the question. A new channel is not always the right start.
Make ownership and costs explicit.
Before work starts, agree what will be delivered, what is excluded, who supplies material, who owns each account and what access is needed. Separate creation and implementation from media or platform costs. Price, available capacity and timing are set for the actual engagement; none is promised by this preview.
Decide how the work will end.
A completed page or profile change is delivery evidence. A received enquiry, suitable conversation and paid order are later results. Agree a review that can distinguish these states. The next decision can be a change, further work, handover to your team or a clear stop. Existing useful agency relationships can remain in place.
Your next three steps
- Describe one customer-acquisition question.
- Agree the first scope, access, costs and review.
- Inspect the work and decide what is worth doing next.