7 Things Really Persuasive People (and Agencies) Do
This article in Forbes by Kevin Daum about the 7 things that really persuasive people (and in my opinion agencies) do, was fantastic!
Two reasons:
1. Great advice if you’re in an agency new business role for your agency.
2. Great advice to agencies in general – relative to how they need to think about their client relationships every day.
So let’s tackle them one at a time and talk about why they make sense for the agency new business person AND your agency.
1. THEY ARE PURPOSEFUL
If you’re an agency new business person: Don’t sell. Give this a look: Check the Boxes. A webinar that helps you sell without selling.
If you’re in an agency-client relationship: Pick your battles wisely. Advocate and argue less and collaborate and guide more.
2. LISTEN, LISTEN, AND LISTEN SOME MORE
If you’re an agency new business person: Come to the table with smart questions and listen. You will find the doors to open.
If you’re in an agency-client relationship: Show consideration. Care as much on day 1,000 as you did on day 1.
3. CREATE A CONNECTION
If you’re an agency new business person: Don’t be a cheese-bag….but ask a few questions or find out a little something to show you care.
If you’re in an agency-client relationship: Send flowers when something good happens to your client. Don’t be all business ALL the time.
4. ACKNOWLEDGE CREDIBILITY
If you’re an agency new business person: Don’t be a know-it-all. Recognize your prospective client’s skills and let them know their value.
If you’re in an agency-client relationship: Clients can have great ideas too. Get over yourself and work as a team to solve your client’s problems.
5. THEY OFFER SATISFACTION
If you’re an agency new business person: Don’t try too hard to win. It will show. Help them in ways that aren’t related to your sale – it will sell!
If you’re in an agency-client relationship: Choose being successful over being right all the time.
6. KNOW WHEN TO SHUT UP
If you’re an agency new business person: If all you do is talk, you’ll falsely walk away feeling better than the reality of the situation. Try quiet!
If you’re in an agency-client relationship: Beating your clients or the underlings that work for your clients will get you nowhere.
7. KNOW WHEN TO BACK AWAY
If you’re an agency new business person: Hard sells will get you nowhere. Try lobbing it into their world and waiting. You’d be surprised!
If you’re in an agency-client relationship: Make your case, let it sit and then see what happens. Follow-up not to sell again but to listen.
Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.
