How to be a “cool-o-roonie” in Client Servicing

MENA Executive Meeting - Feb 24, 2013

What makes a “Star” Client Servicing person?

Let’s go back in time to when Ad Men were Mad Men…

Pop Quiz 1: Before we begin… What does CARAT stand for? Centrale d’achat radio, affichage et television

(Wholesaler for the buying of Radio, Outdoor and Television)

So, in the 60s, how different was the media scene?

Culturally:

Social and political change-embodied by the counterculture movement.

Young Americans distrusted government and business (advertising included).

Media Implications:

One key goal of advertising was to win over young consumers, who were disaffected and distrustful of corporate messages.

TV solidified its rank as the leading ad medium..

The rising cost and increased demand led to a movement from 60-second to 30-second spots, In 1961,

Newspapers and radio ranked second and third in efficiency of reaching your target.

SEAN CONNERY Gentlemen's Quarterly

April 1966

Sounds Familiar? That’s because the rules of the game have not changed much in the past 50 years.

PRESENTING

The 10 Must Follow Rules for Client Servicing.

1. Respond to Clients as Soon as Possible

Speed is everything,

Try to reply to your clients as soon as you can.

Don’t Procrastinate on a response; you’re going to have to reply eventually,

Even if you can’t work on the task they’re requesting let them know you got their request and then supply them with a timeline of when you’re able to get the task completed.

2. Keep Clients Updated

Even if you don’t have anything major to report, you can still let your client know what you’re working on and how things are progressing.

Are you on track on milestones? Did you find something that might become an issue later on? Status updates give clients reinforcements that they’re involved in the project.

Communicate your concern right away cause it allows clients to plan for possible delays in the project’s completion.

3. Go the Extra Mile

If a client asks for you to do something that truly won’t cost you a lot in time and income, you have the option of going the extra mile and doing it for them.

Not only will this result in an indebted and happy client, it can also go a long way in terms of keeping yourself in their radar for future projects.

Pop Quiz 2

• What do you do first: URGENT or IMPORTANT? What about combinations:

• It’s important, but not urgent.

• It’s urgent, but not important.

• It’s urgent and important.

• Not urgent, not very important but needs to get done.

• When do I do it myself. When do I delegate?

Pop Quiz 2: Urgent vs. Important Decision Making Model

4. Fix Your Mistakes

If you did something that didn’t end up working, you should repair it.

A quick way to lose a client forever is not admitting that you are at fault and not fixing your own mistakes.

Not taking responsibility of your own blunders is a sure-fire way of gaining a bad business reputation.

5. Listen to Your Clients

It’s important to listen to what your clients are communicating to you. Like, really listen…!

Understand what they are saying and ask for clarifications on things that might be ambiguous.

6. Keep Your Promises

If you say you’re going to do something, make sure you do it. It’s part of being a professional.

If you need more time on something, you should let them know as soon as possible, not after you’ve already missed the deadline.

Honoring your commitments is very important.

7. Don’t Confuse Clients with Jargon

Try to explain whatever the problem is as best as you can without making the client feel stupid.

When proposing a solution, make sure you state it in terms they understand.

You could use analogies that are relevant to them.

Pop Quiz 3

• How frequently do you contact/see your client?

• I call/write to my client almost every other day with with feedback on active projects.

• Not frequently because I don’t want him to chase me with requests

• I’m a behind the scenes person.

Pop Quiz 3: Frequency vs. Effect Decision Making Model

Problem SolverMessenger

StrategistDisconnected

8. Be Patient

The trick here is to never actually show your client your agitation.

If you feel like the client is overstepping their boundaries, let them know in a cordial and professional manner.

You just don’t want to start yelling and cursing at the people you make a living off of.

Maintain professionalism at all times…well. Try.

9. Know Everything You Need to Know

You are ALL paid experts!

You need to keep yourself up-to-date with the profession and always be ready to answer questions your client needs to know.

If you exhibit signs that you don’t know your craft inside out, you risk the chance of having your professional reputation compromised as a master of your craft.

10. Put Yourself in Their Shoes

It’s important to always see things from your client’s perspective. Sometimes we think too much like ad men and forget our clients have a business to run.

Start making media decisions as if you were the marketing manager of the business. What would you do? Would you go for as media choices that can really help build your business.

Pop Quiz 4: Killer Words

• What are the words never to use when your client calls you and they’re aggravated?

Pop Quiz 4: Killer Words to avoid• Take it easy…calm down…don’t worry!

• Focus on addressing the problem. Handle the concern immediately and put a time frame to solving it..

• Can I be honest with you? Let met perfectly frank. The truth is…

• The customer expect you to be honest with them. These types of words reduce your credibility and work against you.

• No problem!

• Is actually viewed as ‘offensive’ by clients. It’s a negative word.

Oh, and one last thing to take back with us from the 60s Love What you Do!

Ah Thank You Very much…