A practical guide for providing exceptional client service Most advertising and marketing people would claim great client service is an elusive, ephemeral pursuit, not easily characterized by a precise skill set or inventory of responsibilities; this book and its author argue otherwise, claiming there are definable, actionable methods to the role, and provide guidance designed to achieve more effective work. Written by one of the industry's most knowledgeable client services executives, the book begins with a definition, then follows a path from an initial new business win to beginning,…mehr
A practical guide for providing exceptional client service
Most advertising and marketing people would claim great client service is an elusive, ephemeral pursuit, not easily characterized by a precise skill set or inventory of responsibilities; this book and its author argue otherwise, claiming there are definable, actionable methods to the role, and provide guidance designed to achieve more effective work.
Written by one of the industry's most knowledgeable client services executives, the book begins with a definition, then follows a path from an initial new business win to beginning, building, losing, then regaining trust with clients.
It is a powerful source of counsel for those new to the business, for industry veterans who want to refresh or validate what they know, and for anyone in the middle of the journey to get better at what they do.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
ROBERT SOLOMON is the world's leading authority on how to improve creative work by forging and sustaining trust-based relationships with clients. Robert runs Solomon Strategic, a firm he founded in 1999 to provide marketing counsel to advertising agencies, client companies, and individual marketing professionals. Trained as a direct marketer who embraced Digital early on, Robert is known for his expertise as a brand strategist and new business developer. He is an expert speaker and workshop leader who also is certified as an organizational and executive coach, particularly skilled in job search. Robert has handled a wide range of consulting assignments, in both offline and online media, for more than a score of clients, including Ammirati Puris Lintas, Blitz, BoomBox, Brandmuscle, Chase Insurance, Cognitive Arts, Condé Nast, Digitas Health Lifebrands, Deep Focus, Draft Worldwide, Ferrara & Company, Initiative Media North America, PALAZZO Investment Bankers, PCR, Procurian, R/GA, Saatchi & Saatchi X, Sotheby's, and Womenkind. Robert previously was President of Direct and Interactive Marketing at Ammirati Puris Lintas, General Manager of FCB Direct West, and Senior Vice President of Bronner Slosberg Humphrey (now Digitas). Robert lives in Napa, California with his wife Roberta, and with the world's best dogs, Alvin and Molly.
Inhaltsangabe
Dedication
Foreword
Introduction
1. What Makes Great Client Service?
PART ONE: HOW TO BE GREAT WITH CLIENTS
2. Account Management's Role
3. Achieving The Next Level
4. Transforming A Career Into A Calling
PART TWO: WINNING NEW BUSINESS FOR YOUR AGENCY
5. New Business: What It Is, Why It Is Important, And Why You Should Give A Damn
6. How To Contribute Before, During, And After Pitch Day
7. Getting To Yes
PART THREE: BEGINNINNG A CLIENT RELATIONSHIP
8. In A High-Tech World, Be Low-Tech
9. What Success Looks Like
10. Always Manage Client Expectations From The Outset
11. Be Multilingual
12. Live The Client's Brand
13. Ask, "What Do My Colleagues Need To Create Great Advertising?" Then Deliver It
PART FOUR: HOW TO...
14. Run A Meeting
15. Brief A Colleague
16. Write A Conference Report
17. Perfect The Perfect Scope Of Work
18. Craft That Schedule You Need To Create
19. Build A Better Budget
20. Draft A Letter Of Proposal
21. Create A Powerpoint Presentation
PART FIVE: FORMULATNG THE BRIEF THAT DRIVES GREAT CREATIVE
22. Take The Word Brief Seriously
23. What Makes A Brilliant Brief?
24. In Writing The Brief, Provide The Client's Perspective
25. Know When To Look It Up; Know When To Make It Up
PART SIX:ESTABLISHING TRUST WITH CLIENTS
26. Great Work Wins Business; A Great Relationship Keeps It.
27. Client Presentations Are As Important As New Business Presentations
28. Always Ask, "Does This Advertising Pass The 'So What' Test?"
29. Don't Fall In Love With Good Work; Don't Fall For Bad Work
30. Choice Is Good
31. Fight About The Work With Colleagues; Fight For It With Clients
32. Do Not Sell
33. Bring Your Clients Into The Process Early And Often
34. Respect What It Takes To Do Great Creative
35. Credit Is For Creative Directors
36. We Are Smarter Together Than We Are Alone
37. Judgment Overrides Any Rule
38. Ideas Are The Currency We Trade In
PART SEVEN: BUILDING LONG-TERM CLIENT RELATIONSHIPS
39. Make No Commitment Without Consultation
40. Take On The Coloration Of Your Clients; Do Not Compromise Your Character
