Skillful Listening Critical to Ad Agency New Business
Listening = Winning
We've all heard the expression, "People love to hear themselves talk." When it comes to new business, your success is often determined by how well you get your prospects to do the talking.
The Comments of Others
Well said. Thanks, Peter.
Todd
Listening for your clients’ needs – it seems obvious, doesn’t it?Yet you’d be amazed at how many entrepreneurs start businesses based on what they feel is a great service, or a product that they’d buy in heartbeat… only to be met with polite indifference from the buying public.
Jeremiah Owyang wrote recently that as we look backwards from 2011 and see that business blogging became social media marketing which became social media and has now evolved (or matured) into social business, it is easy to forget that the social space is young and that most large corporations are just now beginning to commit resources to social media programs. Most companies in a recent Altimeter Group study have only had “formalized” social media programs for 2 1/2 years.
Closed up and listen. When we stop, the unaware message we transmit to the utterer is: “What I bed to say is many influential than what you individual to say.” By learning to confinement our tongue and transmute genuinely inquiring nearly what others are speech, we greatly change our hearing skills.
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Beginner’s ear is a way of paying attention to the present moment with openness and curiosity—hearing it for the first time even though we think we’ve heard it before. Neuroscientists have shown that the more we practice this technique, the better our brain gets at it.
Having an exit plan also has benefits because it often causes you to operate your business differently. For example, if part of your exit plan is to sell the business, you will do things that will maintain the financial health of the business. The income statements and balance sheets make up the financial history of a firm. A future sale is enhanced if these statements look good. Your day-to-day decisions in operating your business influence these statements.
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A human resources manager is responsible for managing and overseeing the personnel department within a company, organization or agency. This includes posting advertisements or approving advertisements for new employees, screening resumes and applications, setting interview appointments and being involved in the hiring process. In most agencies the human resources manager is also key in providing employee supervision and evaluations, retraining employees, offering mediation services for struggling employees as well as firing employees that are not meeting standards.
Great post. I especially like the advice against advising during a meeting. We have a phrase here: “Don’t make commitments while standing on client soil”. Meaning, timelines, budgets, etc are all items that require the input and feedback from several members of your team back home, and clients will only remember the first commitment date, time, or cost you provide. The same with recommendations. Not only have you not earned the right to recommend in that first encounter, it also has significantly less value in the eyes of the buyer if you developed it on the spot. The perceived (along with the real) value is much higher when you go away, internalize their issue/opportunity, discuss it with your strategic team, and then develop and present a well-thought out recommendation.