By Michael Sims
This e-book offers advertising, advertisements, and branding execs with the final word advisor on the right way to deal with a brand new account and the way to effectively hold latest money owed. it's a sensible instruction manual that lays out instructions, counsel, and strategies for professionals looking to maintain their consumers satisfied.
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Additional resources for Agency Account Handling: Avoiding Blood, Sweat and Tears
Discuss with your boss your plan of action (see next points). Get the planner, strategist or lead account handler to take you through the marketplace dynamics and consumer perspective. Do this one to one to develop a good relationship. Remember to prepare questions on competitors, key issues, target audience, route to market. Get the creative director or dedicated creative team to talk you through the creative work. Prepare questions on objectives, budget, effectiveness, process etc. Get the strongest account team member to talk you through account procedures and client personalities.
In essence, it is important that there is a good reason for asking questions, that no discriminatory assumptions are made and that questions pertain solely to the actual fulﬁlment of the job. If you are aware that another interviewer is asking an unacceptable question, you need to intervene, or if there is no opportunity until the end, apologize then and reassure the candidate that the answer will not inﬂuence any decision making. Examples of unacceptable questions: ž ž Are you single or married?
The Interview There are a number of styles when it comes to interviewing candidates. Whatever your style, you should allow candidates to do most of the talking so you can assess their suitability. Nevertheless, make sure you sell the agency and the opportunity. I would structure a typical interview as follows: 2 mins 2 mins 5 mins 5 mins 10 mins 10 mins 5 mins 15 mins 5 mins 2 mins 1 min Tea/coffee/settling in Explanation of interview procedure Whistle-stop agency credentials Job function description Candidate talks about experience Candidate talks about reasons for moving/suitability for position Candidate asks question about job/agency Candidate is asked questions Candidate asks any more questions Wrap-up/description of next steps Candidate is thanked and shown out 18 CHOOSING AN AGENCY ............................................................................................................