Article written by Alex Segal for Dealmakers. We’re delighted to share it on The Talent Times with Alex’s permission, giving our readers the chance to benefit from his valuable insights too.
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So what really makes a great agent?
I’ve boiled it down into what I think are the key qualities. I explore each of these in more depth over on my Substack.
Responsibility
I put this first for a reason. It’s not a game. When you say you’re going to manage someone that means you will fight your hardest to help them put food on the table and pay their bills. I felt it when moving from Assistant to Agent: we have to take it seriously and we can never forget that.
Clients
This might sound silly but you need to be able to sign clients. You might be amazing at everything else but without a client, no one cares. Great clients open big doors. In this industry, you get 2 types of agents: ones that sign, and ones that service. The very best agents can sign great talent.
Passion
You have to love what you do, love what they do, and love content! It’s not a 9-5 job, clients will call you on your holiday – that’s life. Yes, you need boundaries but you have to be ready to accept that it’s not a job you can check out of all that often. It’s a work your butt off everyday gig.
Taste
What’s your vibe? what’s your style? Every agent needs clients that they think are super talented. Taste is a matter of opinion but make sure you know what yours is. Do what you love.
Persuasion
You have to constantly convince producers, bookers, brands, commissioners etc that your client is the right person for the gig. It’s a selling & buying industry, and you have to be bloody good at selling.
Networking
This is key. You need to know everyone. A huge part of your success as an agent will live and die by how well you network and how big your phone book is. The bigger your network, the more options, recommendations and possibilities. This is why I hate WFH (yep, I said it). Networking from home is impossible and Zoom doesn’t really count. You need to get out there, meet people and build your network daily.
Communication
Speaks for itself (see what I did there?). Working out who to call in what order, what to say and how to say it is a skill you don’t start with but definitely develop. Trying to find the win for your client is actually an art form. Also, we often end up as a therapist or confidante to our clients. It’s part of the agent/client relationship. You have to fight for them in life not just in work.
Imagination
Some people think agents aren’t creative. I 100% disagree. To be able to create & guide you need to have a strong creative vision for your clients over 1, 3 & 5 years.
Entrepreneur
It’s show business after all. Any great deal nearly falls apart 10 times… but problem-solving, learning how to close a deal and knowing how to make everyone leave the table thinking they’ve got the better end of the deal is what it’s all about. Also, learning how to negotiate a contract is vital.
Honesty
I know some people think this is the opposite of what an agent is… but lying to advance your client is actually a bad tactic. You don’t always have to tell everyone everything, but the art is in being real and still getting the result.
Organisation
If you look messy, sound messy and act messy then no one will trust you. That’s the truth.
Competitive
Ok, let’s be real, we all want to win and be the best. That’s ok. I have lots of great mates who are agents at other agencies but if it’s between my client or theirs, then it’s game on.
I’m leaving out the two most important things, KNOWLEDGE and EXPERIENCE. Too many talented people approach the agents at InterTalent saying they’re cautious having been burned by bad agents.
Usually, it’s because they’ve never trained (start as an assistant, do the hard yards, learn the craft) or don’t have many of the above qualities. I’m proud that at our place all of our senior staff, including me, started at the very bottom. The agents I highly respect never took shortcuts.
You have to read lots, watch everything, meet everyone and know that knowledge really is power. If you want to become an agent then I highly recommend trying to get in as an Assistant at a great agency and go, go, go.
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