The New New Business: Why Personalisation Is Key to Building Meaningful Relationships with Ofir Livne

Ofir Livne is a dynamic and forward-thinking business development director with over six years of experience in marketing strategy and business development. He holds a Bachelor of Science in international relations and affairs from the University of Kent, complemented by a Marketing Week Mini MBA in marketing/marketing management, where he excelled, ranking 2nd in his class with a grade A Distinction.

At the forefront of digital transformation, Ofir currently leads business development efforts at MedialakeAI, an AI-first creative technology company renowned for making digital assets universally searchable, accessible, and useful. 

Ofir's expertise in brand management, communication, and negotiation is instrumental in creating and delivering innovative and sustainable solutions tailored to the challenges of the digital era. He is deeply passionate about driving growth, value, and impact for MedialakeAI, as well as their customers.

His approach is marked by a constant eagerness to learn and an openness to new possibilities and perspectives, making him a valuable asset in the evolving landscape of business development and marketing strategy.

LBB> What was your first sale or new business win?    

Ofir> My first significant win was with a global brand experience agency on a fairly small job. It was both exciting and thrilling, a real learning curve. The key takeaway was that people buy from people, and it's crucial to maintain a consultative approach and constant communication.

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

Ofir> The best advice I got was about creating a business plan and a Go-To-Market strategy focused on helping a niche group of clients. This emphasised the importance of organised communication and daily planning, balancing wider strategies with daily tasks.

LBB> And the worst?

Ofir> I was once told that personalisation doesn’t matter, which I quickly learned was not true. Personalisation is key to building meaningful client relationships.

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

Ofir> Since my start, I've observed that emails are becoming less effective. There's a growing need for face-to-face and real-life connections, indicating a shift towards more personal engagement methods.

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

Ofir> While anyone can be taught to sell, it ultimately boils down to your personality and selling style. It's about understanding people and connecting with them on a personal level.

LBB> What are your thoughts about the process of pitching that the industry largely runs on?

Ofir> The pitching process, while still a crucial part of our industry, is undergoing significant changes. I support initiatives like Pledge Pitch Zero, which advocate for a more sustainable and responsible approach to business practices. Pitching can be stressful and costly, so finding a more effective and environmentally conscious method is essential. This approach not only benefits the agencies involved but also aligns with broader goals of sustainability and responsibility in business.

LBB> How do you go about tailoring your selling approach according to the kind of person or business you’re approaching?

Ofir> Research, research, research! Understanding the client or business I’m approaching is crucial for effective communication and strategy development.

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

Ofir> Rejection is part of the game. Having a great team around me helps to keep the spirits high and stay motivated, along with the occasional group therapy session at the pub!!

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?

Ofir> Although the industry often blurs personal and professional lines, maintaining professionalism is key. It's a delicate balance that needs careful navigation.

LBB> In your view what’s the key to closing a deal?

Ofir> Active listening is fundamental. Understanding and addressing the client's needs effectively is the cornerstone of closing any deal.

LBB> How important is cultural understanding when it comes to selling internationally?  

Ofir> Cultural understanding is paramount, especially in international contexts. My work with the Japanese Tourist Board highlighted the need for respect and a detailed, formal approach.

LBB> How is technology and new platforms (from platforms like Salesforce and Hubspot to video calls to social media) changing sales and new business?

Ofir> The rise of AI and automation is revolutionising new business tools. However, the core of successful sales still lies in personal relationships, despite the allure of new technologies. It’s about experimenting and using the tools but still keeping your personality.

LBB> There’s a lot of training for a lot of parts of the industry, but what are your thoughts about the training and skills development when it comes to selling and new business?

Ofir> I recently completed Mark Ritson’s Marketing MBA (and came second in the class!), which, while not directly sales-focused, provided invaluable insights. It's crucial to always view your strategies from the customer's perspective. Whenever you develop a new product or agency proposition, flick the lens away from yourself and towards the customer every step of the way. Make sure your business plan, marketing and strategy are about your customer and not you.

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?

Ofir> If you're new to sales, embrace it as an opportunity. Experiment with different strategies and enjoy meeting new people. Remember, it's about solving problems and building relationships. Be yourself and lean into who you are.