The New New Business: Ben Leyland on Why Rejection Is Tiring, But Winning Is Addictive
Ben Leyland is executive producer at Feed Me Light. Ben has 20+ year experience in VFX, animation, interactive creative technologies. Heading up creative companies in Europe and Asia, he brings a innovative, forward thinking view to the FML production team.
LBB> What was your first sale or new business win?
Ben> I have an unconventional journey into “sales”, as I used to be a post production designer. One weekend I received a frantic call from my boss as a client had a problem. They needed to fix a campaign that was going horribly wrong with an immovable deadline.
I was shipped into a Soho basement with an over caffeinated and sleep deprived agency and client and had to fix the campaign. After leaving 20 hours later, I received a call from my boss that they had just been awarded a huge rolling supermarket account from the same client.
It illustrated to me that long term relationships are based on adding value, finding solutions and being trusted to deliver what you say you’re going to deliver.
LBB> What was the best piece of advice you got early on?
Ben> Be yourself and know what you’re talking about. We work in an industry of intelligent people who can smell bullshit a mile off.
LBB> And the worst?
Ben> I think all advice is good if you process it through the right lens
LBB> How has the business of ‘selling’ in the creative industry changed since you started?
Ben> I think “sales” have become much more technical as the products and services are more complex. Relationships are always important and always will be, but the days of long lunches and late nights are fewer (unfortunately) as everyone is so time poor.
LBB> Can anyone be taught to sell or do new business or do you think it suits a certain kind of personality?
Ben> Some people are good at sales and can sell anything, that is a certain personality type for sure. I believe everyone is capable of selling something they believe in, and they do this all the time instinctively, they just don’t realise they’re doing it.
LBB> What are your thoughts about the process of pitching that the industry largely runs on?
Ben> We see this as part of the pre-production process (even if we don’t win) as it’s a place to spread our creative wings and analyse the problem. I feel that the pitching arms race has slowed down a tad, with the 100 page pitches going out of the window. People don’t have enough time to read them anymore. Get to the pain point quickly and have a well constructed, clear and concise solution.
One big change is generative AI, where clients come with a plethora of generated images in a briefing document that are completely out of scope, this needs another level of understanding to manage the client expectations.
LBB> How do you go about tailoring your selling approach according to the kind of person or business you’re approaching?
Ben> Every call, every email, every relationship is different. You need to understand the client, what makes them tick and how you can make their lives easier. How can they win more awards, understand a complex medium or get home earlier - it could be anything. Find out what people need and make it better than anyone else.
LBB> New business and sales can often mean hearing ‘no’ a lot and quite a bit of rejection - how do you keep motivated?
Ben> Rejection is tiring, but winning is addictive. I’m not a salesperson, I’m an evangelist. I love and believe in what I say, so I’d be talking about it anyway. That helps.
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?
Ben> I like people and genuinely enjoy the company of 99% of the people we work with as “clients”. I try very hard to find a link with all people that is genuine, if you probe enough there’s always something. That goes for all relationships.
LBB> In your view what’s the key to closing a deal?
Ben> Be detailed about what you’re offering, so there's room to negotiate quickly. Listen, understand the brief and answer it, so signing on the dotted line becomes logical.
LBB> How important is cultural understanding when it comes to selling internationally? (And if you have particular experience on this front, what advice do you have?)
Ben> Hugely - be informed, be respectful, be enquiring.
We work with clients all over the world. Personally I have been working with the Asian market specifically since 2005. It doesn’t matter if it’s Scunthorpe or Shanghai, understanding markets and not blustering in with arrogance can be hugely valuable.
LBB> How is technology and new platforms (from platforms like Salesforce and HubSpot to video calls to social media) changing sales and new business?
Ben> A wise colleague gave me the tip of adding notes to contacts on your phone, so you can always recall information about who people are in more depth. This tip goes for every platform or new technology with relationships. Any technology is about removing tasks and giving you more time to be human.
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?
Ben> To be perfectly honest, I don’t know. I’ve learned from people along the way who have told me things that make sense to me.
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?
Ben> Most importantly, be yourself. Don’t be afraid to ask questions and listen to your clients, they won’t bite. It’s easy to sell FeedMeLight as the company and the work are great, I couldn’t sell insurance or manifold sprockets - I’m a terrible liar!
