Excerpt from 'How to Wrestle an Octopus: an agency account manager's guide to pretty much everything'. Available now!
If a client ever invites you along to one of their staff conferences, away days, or internal brand/marketing/sales planning meetings, you should jump at the chance to go. It means that you (and your agency) have earned the right to be there and that your client values the input and insight that you could bring to the table.
To ensure that you are well-prepared for the event, and have something worthwhile to contribute, you may like to consider the following checklist.
The more you can contribute interesting and valuable insight during these types of events, plus learn enough to give back again to your client after the event, the more you will be invited in the future, and the more ‘sticky’ your relationship will become.
Comments will be approved before showing up.
When your creative team gives you their concepts, it will be up to you to take those concepts to your client and present them in a manner that does you, your team and your agency justice. This process is well-known as ‘selling the work’ because - quite often - you will need to encourage your client to be brave, take a risk, and do things differently. It could take a hefty dose of salesmanship to get your team’s ideas across the line and ‘close the deal’.
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