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The Art of Client Service
Book

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.

Take-Aways

  • Successful advertising and PR account executives help their agencies and clients prosper.
  • To start successful client relationships, learn your client’s goals.
  • All projects require clients’ complete approval on a realistic brand, budget, creative brief and deadline.

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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