The Great Client Partner by Jared Belsky

Author:Jared Belsky [Belsky, Jared]
Language: eng
Format: epub
ISBN: 9781544500935
Publisher: Mahopac Publishing
Published: 2019-02-13T05:00:00+00:00

Whether it’s a big meeting or a pitch meeting, be sure to align on what you want to accomplish. The one thing I always remember is what my old boss, Jason Trevisan, told me. “Clients are rarely both surprised and delighted at the same time.”

What did he mean by this? Well, advertising and marketing folks love the surprise. By this, I mean that marketing and services folks alike love the grand reveal and the high that comes from unveiling some new innovation, idea, or campaign. They love to build up tension and then pay it off with some grand ending and solution. This is an unnecessary challenge, however. If you are too good at creating the tension, you need to be even better at selling the solution in order to get past the distraction caused by the presentation.

Instead, the best two things to do are: (1) align the meeting with the client or prospect, making sure you both know and agree on what needs to be accomplished, and (2) tell them what you are going to tell them, tell them, and tell them what you told them. This is the classic rule for presentations, both for pitches and the big meeting.

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