This third installment in a series on account executive advice reveals 12 bits of account executive advice that address client interaction.
This is the third installment is a series on account executive advice. The first article addressed Six Steps Toward Becoming A Better Account Executive. That article focused primarily things that account executives can do by themselves. The second discussed Working With A Creative Team. In this installment, you'll find 12 bits of account executive advice that address client interaction.
12 Behavioral Tips to a Better Advertising Career
- Make a Good First Impression. Like it or not, people will make decisions about you the first time they meet you. Dress as well as you can afford to. Speak well. And avoid comments that could be mistaken as negative
- Stand Out From the Crowd. Don't be afraid to be different. The best account executives are. That is one reason why they are the best. Be memorable through you enthusiasm, your knowledge, and your belief in what your are selling/managing.
- Be Persistent. Remember these numbers: 48-20-80. Forty-eight percent of account executives give up after the first client call. Only 20% keep going after five calls. Those 20% get 80% of the business.
- Make the Client Feel Important. People like to feel important. They also like people who make them feel that way. Making the client feel important is a account executive advice that never goes out of fashion.
- Don't Be Afraid to Be Assertive. There is a line between assertive and aggressive. There is nothing wring with being assertive if you believe your product or service can help your client. When you make the sale, you and your client will both be glad you were assertive when the moment called for it.
- Learn How to Overcome Objections. Clients see a lot of account executives. As a result, they have come up with some pretty pat objections over time. Do you homework and you will be prepared to overcome any objection.
- Sell Your Product. Don't Knock Your Competition. This bit if account executive advice will save you a lot of grief. If you are trying to win a client over from a competitor, don't knock the competitor. Doing this is the equivalent of telling clients they were stupid for spending money with your client. You want the client to feel smart for going with your company.
- Know Your Client's Business. This should go without saying, but you need to know a client's business inside and out. It shows your are interested in their business, not just their money. For further account executive advice, keep learning more even after you have the client on board.
- Don't Go Stale. You work hard to craft a good pitch. You discover best practices. You hone everything to perfection. Great account executives keeping doing this. A pitch that works great today isn't necessarily timeless. Don't let your pitch go stale.
- Break the “Like” Habit. Stop saying “like” so much. Most client decision makers are from the old guard. If you say, “like,” they'll expect a simile. Break the habit now and reap the rewards that come with being well spoken account executive.
- Be a Visible Part of the Community. Join organization. Attend events. When clients and other members of the industry get to know you, the more respect you earn.
- Say Thank You. If someone sends you a freebie, treats you to a lunch, passes along your name, or does anything else to extend some measure of kindness, send a thank you note. If you want to be remembered and respected, sending a simple thank you is an indispensable piece of account executive advice.
The copyright of the article Account Executive Advice in Advertising is owned by Geoffrey Hineman. Permission to republish Account Executive Advice in print or online must be granted by the author in writing.
