Class Overview

This is the first session in the New Business Writing series. Select "Register Now" to join the series.

Series Overview 

New Business Writing: Questionnaire Responses, RFPs and Case Studies

This series will transform critical RFP written documents into persuasive sales tools. We'll address a set of key principles you can immediately apply to better structure, write and design your Questionnaire Responses, RFPs, and Case Studies.

Ultimately, you’ll learn how to craft more effective documents that convert more business – in less time. We’ll address how to more effectively:
  • Focus your writing on the business value you create for clients.
  • Translate the services you provide into meaningful client benefits.
  • Communicate complex, bulky amounts of information more visually.
  • Articulate the most important results from past client work.
  • Get more data and results from your clients to be used in these documents.
  • Work with online procurement systems such as Ariba.


This Session

Session 1 of 3: New Client Expectations That Most Impact Your Key Selling Documents

In this kick off session, we’ll outline the key issues clients have with agency writing. We’ll reveal blind spots that hold agencies back from making these documents sell clients as effectively as they should. We’ll also share how management consulting firms are better addressing some of these gaps.

Building on this, we’ll begin to lay the foundation specifically outlining the changes that agencies immediately need to make with these critical selling documents.

Clients have changed significantly over the last 18 months. The question is, are agencies keeping pace?

Next Sessions

January 29 - Session 2: Improve the Effectiveness of Your Questionnaire Responses >
February 6 - Session 3: Improve the Effectiveness of Your Case Studies >

Training Materials:
A printed handout will be provided following each session as your team progresses through the course.
Mirren Membership includes access to all Mirren Webinars (Single Viewer or Conference Room) for no additional fee. You can learn more here, email Member Services, or call 866-508-0523.


Member Non-Member

This option provides one login and one handout for one class participant, with additional handouts available for $27 each. NOTE: If multiple team members from your office are interested in participating, please choose the Conference Room option below.

Single Viewer
$0 $785

This is the recommended option for access by several participants, viewing from a conference room. A single login and handout is provided for the group, with additional handouts available for $27 each. NOTE: If logins are needed across multiple offices, please select one the Multiple Locations option below.

Conference Room
$0 $885

This option provides access for up to 4 locations, with 1 login and 1 handout per location, with additional handouts available for $27 each.

Multiple Locations
$585 $1085

Within 72 hours of each class, we will provide a special link and password to view the recording for 3 weeks.

View Class Recording (For 3 Weeks After Class)
$485 $885
Register Now

About the Instructor

Brent Hodgins

Managing Director

Brent Hodgins is the Managing Director of Mirren. Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive as he pushes himself, his Mirren team, and his clients to accept nothing less than a commitment to growth.


... Read more

Brent Hodgins

Managing Director

Brent Hodgins is the Managing Director of Mirren. Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive as he pushes himself, his Mirren team, and his clients to accept nothing less than a commitment to growth.

His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, he believes you have no choice but to break many rules of prospecting and competitive reviews, as the process is purposely designed by clients to commoditize agencies. He also believes that agencies need to stop bowing down to clients and command the respect they deserve. “As soon as you put the client up on a pedestal, it’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve.”

Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched their digital group in New York, before moving into new business at Wieden + Kennedy. He regularly guest lectures at NYU Stern and Columbia business schools.

After 17 years in New York, Brent recently moved to Seattle to open Mirren’s west coast office. He resides in the Ballard area with his wife and son.

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