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Based on the career insights of Ed Cerier, an account management veteran with BBDO New York and Campbell Mithun Minneapolis.
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--Handle client objections
--Soothe emotions
--Sell your ads
--Know what clients really want (but won't say)
--5 tips for closing
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A multiple-choice dialogue scenario that branches in hundreds of ways.
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COURSE DETAILS
This course is for advertising account executives who are serious about enhancing their client management skills. It'll help you spot your mistakes before you make them, while you build on your existing strengths.
You'll learn how to avoid mistakes such as:
--Assuming that the client remembers the brief you agreed on
--Telling the client not to worry because "you can trust me on this"
--Moving too quickly, without confirming agreement
--Ignoring client concerns in your haste to present "the big idea"
Instead of falling into these common presentation pitfalls, you'll move forward with a pro-active, organized presentation plan in which you:
--Obtain the client's agreement every step of the way
--Present your work in a cumulative, logical manner that builds on each step
--Slowly lock in the client's assent without resorting to confrontation
There are hundreds of screens in this course. Depending on which paths you take, you may only spend a half hour -- or you may explore it for two or three hours. It all depends on your experience levels.
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