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The Art of Client Service
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The Art of Client Service

54 Things Every Advertising & Marketing Professional Should Know

Robert Solomon
Kaplan Publishing, 2008
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Editorial Rating

6

Recommendation

Following Robert Solomon’s 54 rules will turn your staff members into better account executives. Perhaps think of this list as making up a course on how to teach people to become better service representatives and build effective client relationships. Although some of the rules may seem arbitrary and redundant, others have plenty of merit. The rules suggest that account reps improve by becoming better informed about clients’ sales, communications and customer goals; learning how to recommend the best media to accomplish clients’ strategies; doing homework to gain insight into clients’ industries and discovering new ways for clients to build their businesses. The rules go on to advise on precise skills, such as outlining successful client creative briefs. This short book suffers from its forced structure, but getAbstract says those who want to build their account rep skills will find it a handy checklist for helping clients in marketing, public relations, sales promotion, special events or advertising.

Summary

Be Exceptional

The days when account people were merely messengers between a client and an agency handling advertising, marketing or public relations are long gone. Today, account executives are supposed to help agencies and clients become more prosperous. Account executives need good judgment, brand understanding and the ability to balance between the client and the agency. The best account reps know how to improve their agencies’ work and strengthen client relationships.

To excel as an account executive, consider these 54 pointers:

  1. Learn to be informed and realistic – Learn your clients’ actual professional sales, communication and customer goals. Clients’ goals give you insight into how they want to advance their programs, and if they will be collaborative or less-than-cooperative with the agency.
  2. Know the media – The advertising world focuses on hot media favorites, such as radio, TV, cable, the Web and guerilla marketing. In today’s rapidly changing media environment, familiarize yourself with the available options and be prepared to recommend the best media to accomplish the client’s specific strategy.
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About the Author

Robert Solomon was CEO and top executive at several leading marketing consultancies including Ammirati Puris Lintas and Rapp Collins New York.

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