The New New Business: Why Capability Comes from Your Mind with Jodie Garness

Meet Jodie, a creative maverick who defies convention, wears her heart proudly on her sleeve, and is a relentless advocate for empowerment and self-growth. Join her on a journey of boundless possibilities and discover a world where the box doesn't exist, where authenticity reigns, and where personal growth is the ultimate superpower! 

LBB> What was your first sale or new business win? (Was it a big or small job? How difficult or scary was it? What do you remember about how you felt? What lessons did you learn?)

Jodie> Because I’m central to the business plans in my role, it doesn’t always feel like the sale has come solely from me and actually it’s more of a team effort. Our company rebranded last year, so I’ll touch on our first TVC new business sale. It all started with a referral to the head of strategy and we worked on building relationships which ultimately led to us presenting our directors to their creatives. This won us the brief because not only did we have a great director on board, but our support structure helped the agency with choosing to work with us as a collective. The lesson I learnt was to not trust the perception I had about how challenging a TVC is, and how difficult New Business in production is. And that I need to trust in my experience in the industry - even if I am a relatively newcomer. 

LBB> What was the best piece of advice you got early on?

Jodie> Look at sales like the mathematical method of Trial and Improvement. You have to try out different things and reflect on what works, then learn from that to improve your outreach process. Whilst also doing some due diligence to prevent some classic errors e.g. how to not annoy someone through sales lol. 

LBB> And the worst?

Jodie> Automate outreach to your clients, it saves time and energy. No two people are the same and they receive information differently. Connecting with people on a human level reminds yourself and the other person that this is more than just trying to sell to people, it’s about getting to know them as people.

LBB> How has the business of ‘selling’ in the creative industry changed since you started?

Jodie> We were founded just before covid hit so that really shifted the way we all had to communicate and do sales. This initiated me to go deeper with my outreach process and think in new ways to survive as best as we could. I had to connect with people who didn’t know me and in ways that they could relate to or resonate with. Before it was all about networking at events and meeting people, but I feel there is a balance between that and the convenience of connecting with people online.

LBB> Can anyone be taught to sell or do new business or do you think it suits a certain kind of personality?

Jodie> I believe that your capability comes from your mind. It’s all about what you believe within yourself. I definitely wasn’t the most confident person coming into this industry doing sales. I had previously done sales at companies where I was selling their products which are so different to services. I had to understand the industry, realise where I felt the most scared or least capable and work on that internally to enable me to get out of my head and focus on what’s in front of me. It’s definitely not easy but everything was learnt by everyone at some point. We have to start from somewhere. Also, personalities can change, it’s all about who you surround yourself with and who you want to show up as.

LBB> New business and sales can often mean hearing ‘no’ a lot and quite a bit of rejection - how do you keep motivated?

Jodie> As hard as it is, I try to remind myself that ‘no’ is an opportunity rather than a rejection. It’s an opportunity for me to get more information and it allows room to focus on other relevant things. Sometimes you may come across someone who gives you that safe space to even ask for the particular reason why and with that you can learn from it. A book that helped me process things and not take them personally is ‘Non-Violent Communication’ by Marshall Rosenberg.

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?

Jodie> Being able to connect with people on a personal level is what life’s about for me - I can’t help but get ‘deep’ with people. I think it’s a benefit because you build trust and it’s beautiful when a client trusts you enough to support the pitch process and help win jobs. The business side of things are equally as important and I feel like the perfect balance of knowing who you’re speaking with and learning how they work is where the magic really is.

What helps me stay honest is to be real with the fact I’m selling something and they’re buying - but that’s the only transaction. Making friends along the way is what makes the journey truly special!

LBB> How important is cultural understanding when it comes to selling? (And if you have particular experience on this front, what advice do you have?)

Jodie> Having been brought up in a multicultural school and throughout my life working with all different cultures, it really shapes your perspective. And I can assure you that only great things have come from learning how people do things differently to you. It really does open your mind and heart to understanding the world around you, and helps you communicate and operate from a place of understanding. This I feel is key in sales, because people tend to remember people who make them feel comfortable, heard, loved, connected, or just for the simple fact that most people can tell when they are being judged. Being genuinely excited to meet all kinds of people and cultures is something that’s only ever benefited me in my life. I also see how this has been a huge influence on our focus at HERO FILMS and the beauty of diversifying the industry. 

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?

Jodie> Remain open minded, assume nothing(ask questions, and lots of them), look into the things you feel most scared about, lead with your gut and trust that you will always do the best that you can with what you have in that current moment. You got this!