Your client: who's really pulling the strings?

April 04, 2016

Your client: who's really pulling the strings?

Have you ever worked with a client who seems unable to make a decision on the spot? Frustrating, right? It's highly likely that 'indecision' is not an issue with them personally, but rather that they are required to defer to a someone else within their organisation.

Your job (should you choose to make your life easier) is to identify who the decision-makers are in your client's organisation and how their decision/approval process works.

The easiest way to do this is to ask your contact for an organisation chart. If you are very lucky, they may be willing to hand over a pre-existing chart, but it's more likely that they will verbally tell you who all the relevant players are.

As well as helping to clarify the decision-making process, a thorough understanding of how your client's business is structured should help to illuminate:

  • Other points of contact who may open up new opportunities.
  • Where your contact sits in the pecking order, and how much authority they have.
  • Whether your current contact will be the best person to work with going forward.
  • Whether any decisions need to be made by people located off-shore, or by external suppliers/sponsors, which will add time to a project.
  • Whether your client has a procurement division, and whether you need to go through a "preferred supplier" approval process.

Without an understanding of how your client's business is structured, you may only ever work for this client in a one-dimensional capacity - one type of work with one person.

Gaining a big-picture understanding of your client's business will enable you to have a powerful sales-based conversation (which may include multiple people across multiple departments). From this knowledge you can maximise your up-selling, cross-selling and other business opportunities. Happy chart-making!

.

.





Leave a comment

Comments will be approved before showing up.


Also in Latest Tips & Tricks

Is advertising a magic wand?
Is advertising a magic wand?

August 19, 2017

Clients engage advertising agencies to make a marked difference in their business. Whether your client articulates it or not, there will be an expectation of success behind every discussion and every project commission. The question then becomes, what exactly is your client expecting advertising to do for their business, and is that expectation realistic?

View full article →

There is no 'I' in 'team player'
There is no 'I' in 'team player'

August 13, 2017

Have you ever read a recruitment ad searching for someone who will 'roll up their sleeves', 'get their hands dirty', or be a 'team player'? How do you go about doing that?

View full article →

Preparing an agency deck
Preparing an agency deck

August 06, 2017

Agency folk work with three main types of deck: the snapshot deck, the pitch deck and the copy deck. As an account manager it is highly probable that you will need to create at least one of these types of deck at least once in your career! 

View full article →

Our gift to you!

SIGN UP TO RECEIVE WEEKLY ACCOUNT MANAGEMENT TIPS FROM AM-INSIDER, AND YOU WILL RECEIVE 100% OFF THE PURCHASE PRICE OF ANY ONE RESOURCE FROM THE AM-INSIDER WEBSITE. THAT'S ONE RESOURCE
ABSOLUTELY FREE.

It's our way of saying THANK YOU for subscribing, plus a BIGGER THANK YOU for caring about your career and wanting to become the best account management professional you can be. We're in behind you all the way.

CLICK HERE TO SIGN UP NOW!