One of my favorite questions for our account people to ask their point of contact inside the client – super simple, but delivers big results – is hey client, while we’re building out the marketing plan, what we’re thinking about the company’s ROI and their goals, I’m curious for you personally what has been outlined for you at the end of the year? What activity, what ROI, and what accomplishment will earn you a raise, a bonus, or a promotion?
Once they share that with you, bake it into the plan. Make sure it’s part of what you want to deliver by the end of the year. It’s going to do a couple of things. It’s going to tell your client that you’re on their side. Number two, it’s going to elevate a conversation from being an order taker to being a thinking partner and a marketing partner.
Number three, it’s going to create a champion inside that organization for you, because everybody loves somebody who will help them get a raise, bonus or promotion. So it’s a super simple way to have a more in-depth conversation with a client that demonstrates that we understand that their job is on the line, their success is on the line, and we’re a huge part of whether or not they accomplish their goals, both professionally and personally, and that we want to contribute to that in every way we can.
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Hey, everybody.
Drew McLellan here from Agency Management Institute this week coming to you from beautiful Tower 23 in San Diego, California.
We just wrapped up a Peer Group, and one of the conversations we were having with the agency owners is, how do we teach our AEs to grow their book of business? And one of my favorite questions for our account people to ask their point of contact inside the client – super simple, but delivers big results – is hey client, while we're building out the marketing plan, what we're thinking about the company's ROI and their goals, I'm curious for you personally what has been outlined for you at the end of the year? What activity, what ROI, what accomplishment is going to earn you a raise, a bonus, or a promotion? And then once they share that with you, bake it into the plan. Make sure it's part of what you want to deliver by the end of the year.
It's going to do a couple of things. It's going to tell your client that you're on their side. Number two, it's going to elevate a conversation to being an order taker, to being a thinking partner and a marketing partner. Number three, it's going to create a champion inside that organization for you, because everybody loves somebody who's going to help them get a raise, bonus or promotion.
So it's a super simple way to have a more in-depth conversation with a client that demonstrates that we understand that their job is on the line, their success is on the line, and we're a huge part of whether or not they accomplish their goals, both professionally and personally, and that we want to contribute to that in every way we can. And we are on their side. What it creates for us is a bond and a champion inside that organization, who obviously is going to fight for us for a long time if we're helping them accomplish their goals as well.
