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The Art of Client Service: The Classic Guide, Updated for Today's Marketers and Advertisers

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Efnisyfirlit

  • Title Page
  • Copyright
  • Dedication
  • Foreword
  • Introduction
    • “It Seems so Simple; Why is it so Hard?”
    • Chapter 1: What Makes Great Client Service?
  • Part One: How to Be Great with Clients
    • Chapter 2: Account Management's Role
    • Chapter 3: Achieving the Next Level
    • Chapter 4: Transforming a Career into a Calling
  • Part Two: Winning New Business for Your Agency
    • Chapter 5: New Business: What It Is, Why It Is Important, and Why You Should Give a Damn
    • Chapter 6: How to Contribute Before, During, and After Pitch Day
      • Pre-Pitch Prep
      • Presentation Timing
      • The Design of the Room Where You'll Be Presenting
      • Assessing Client Culture
      • Seating the Room
      • We Come Bearing Gifts
      • No Dead Bodies
      • Your Props
      • That Question Again?
      • Have a Checklist, Check It Thrice
      • It's Not Over Until It's Over
      • No Phoning It In
    • Chapter 7: Getting to Yes
  • Part Three: Beginning a Client Relationship
    • Chapter 8: In a High Tech World, Be Low Tech
    • Chapter 9: What Success Looks Like
    • Chapter 10: Always Manage Client Expectations from the Outset
    • Chapter 11: Be Multilingual
    • Chapter 12: Live the Client's Brand
    • Chapter 13: Ask, “What Do My Colleagues Need to Create Great Advertising?” Then Deliver It
  • Part Four: How To …
    • Chapter 14: Run a Meeting
    • Chapter 15: Brief a Colleague
    • Chapter 16: Write a Conference Report
    • Chapter 17: Perfect the Perfect Scope of Work
      • Rule Number One: Do a Scope of Work. Yes, Do One!
      • Rule Number Two: Make Certain Each Scope Fully and Precisely Describes the Tasks You and Your Agency Are to Handle
      • Rule Number Three: If You Are Unable to Clearly Define the Work to Be Done, Build Contingency Dollars into Your Fee Estimate to Deal with the Unexpected
      • Rule Number Four: Avoid Adding a Disclosed Contingency Amount to Your Fee
      • Rule Number Five: Instead of a Contingency Fee, Include Language that Protects Your Agency
      • Rule Number Six: With Fixed-Fee Scopes of Work, Be Sure to Include a Clause that Stipulates a 90-Day Fee Review
      • Rule Number Seven: With Retainer-Based Scopes of Work, Be Sure to Include a Monthly Fee Reconciliation Clause
      • Rule Number Eight: Make Your Letters of Proposal Serve as Your Scopes of Work
    • Chapter 18: Craft That Schedule You Need to Create
    • Chapter 19: Build a Better Budget
    • Chapter 20: Draft a Letter of Proposal
    • Chapter 21: Create a PowerPoint Presentation
  • Part Five: Formulating the Brief That Drives Great Creative
    • Chapter 22: Take the Word Brief Seriously
    • Chapter 23: What Makes a Brilliant Brief?
    • Chapter 24: In Writing the Brief, Provide the Client's Perspective
    • Chapter 25: Know When to Look It Up; Know When to Make It Up
  • Part Six: Establishing Trust With Clients
    • Chapter 26: Great Work Wins Business; a Great Relationship Keeps It
    • Chapter 27: Client Presentations Are as Important as New Business Presentations
    • Chapter 28: Always Ask, “Does This Advertising Pass the ‘So What’ Test?”
    • Chapter 29: Don't Fall in Love with Good Work; Don't Fall for Bad Work
    • Chapter 30: Choice Is Good
    • Chapter 31: Fight About the Work with Colleagues; Fight for It with Clients
    • Chapter 32: Do Not Sell
    • Chapter 33: Bring Your Clients into the Process Early and Often
    • Chapter 34: Respect What It Takes to Do Great Creative
    • Chapter 35: Credit Is for Creative Directors
    • Chapter 36: We Are Smarter Together Than We Are Alone
    • Chapter 37: Judgment Overrides Any Rule
    • Chapter 38: Ideas Are the Currency We Trade in
      • Occam's Razor
      • That question again
      • The power of observation
      • Discipline, accidents, and idea formation
      • Apple's 1984
      • Puppy Love and Lost Dog
      • Life Goes on
  • Part Seven: Building Long-Term Client Relationships
    • Chapter 39: Make No Commitment without Consultation
    • Chapter 40: Take on the Coloration of Your Clients; Do Not Compromise Your Character
    • Chapter 41: Never Forget It's a Business
    • Chapter 42: Once a Client, Always a Client
    • Chapter 43: Going Rogue
  • Part Eight: How to Deal with Unhappy Clients
    • Chapter 44: Always Think Endgame
    • Chapter 45: No Surprises about Money or Time
    • Chapter 46: Deal with Problems Head-On
    • Chapter 47: If Things Go Wrong, Take the Blame
    • Chapter 48: What Happens When I Screw Up?
    • Chapter 49: Getting Fired
  • Part Nine: Regaining Client Trust
    • Chapter 50: How Happy Clients Help You Gain New Ones
    • Chapter 51: Five Client Challenges to Agencies
      • 1. Account People Are Largely Unclear on Their Roles
      • 2. A Failure to Communicate—Internally and with Clients—Is an Ongoing Concern
      • 3. There's a Need to Do a Better Job of Managing Client Expectations
      • 4. It's a Struggle to Get Budgets, Schedules, and Scopes of Work Consistently Right
      • 5. Clients Look to Account People for Ideas, and Are Frustrated by Their Absence
    • Chapter 52: Five Client Service Principles to Believe In
      • Show Up
      • Follow Up
      • Speak Up
      • Make It Up
      • Never Give Up
  • Acknowledgments: Remember to Say “Thank You”
  • Postscript
    • Dressing the Part
  • A Bunch of Books to Make You Better at What You Do
    • On Communicating
    • On Client Relationships
    • On Creativity and Advertising
    • On Strategy
    • On Business Leadership
    • Five New Books
  • About the Author
  • Index
  • End User License Agreement

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Vörumerki: John Wiley
Tilboði lýkur 08.12.2020
Vörunúmer: 9781119228288
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The Art of Client Service: The Classic Guide, Updated for Today's Marketers and Advertisers

Vörumerki: John Wiley
Tilboði lýkur 08.12.2020
Vörunúmer: 9781119228288
Rafræn bók. Uppl. sendar á netfangið þitt eftir kaup

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