The art of client service the classic guide - Solomon, Robert (Wiley, 2016)
What makes great client service? – Part one: how to be great with clients. Account management's role – Achieving the next level – Transforming a career into a calling – Part two: winning new business for your agency. New business: what it is, why it is important, and why you should give a damn – How to contribute before, during, and after pitch day – Getting to yes – Part three: beginning a client relationship. In a high tech world, be low tech – What success looks like – Always manage client expectations from the outset – Be multilingual – Live the client's brand – Ask, "what do my colleagues need to create great advertising?" Then deliver it – Part four: how to ... run a meeting – Brief a colleague – Write a conference report – Perfect the perfect scope of work – Craft that schedule you need to create – Build a better budget – Draft a letter of proposal – Create a powerpoint presentation – Part five: formulating the brief that drives great creative. Take the word brief seriously – What makes a brilliant brief? – In writing the brief, provide the client's perspective – Know when to look it up; know when to make it up – Part six: establishing trust with clients. Great work wins business; a great relationship keeps it – Client presentations are as important as new business presentations – Always ask, "does this advertising pass the 'so what' test?"–Don't fall in love with good work; don't fall for bad work – Choice is good – Fight about the work with colleagues; fight for it with clients – Do not sell – Bring your clients into the process early and often – Respect what it takes to do great creative – Credit is for creative directors – We are smarter together than we are alone – Judgment overrides any rule – Ideas are the currency we trade in – Part seven: building long-term client relationships. Make no commitment without consultation – Take on the coloration of your clients; do not compromise your character – Never forget it's a business – Once a client, always a client – Going rogue – Part eight: how to deal with unhappy clients. Always think endgame – No surprises about money or time – Deal with problems head-on – If things go wrong, take the blame – What happens when i screw up? – Getting fired – Part nine: regaining client trust. How happy clients help you gain new ones – Five client challenges to agencies – Five client service principles to believe in – Acknowledgments: remember to say "thank you" – Postscript – Dressing the part – A bunch of books to make you better at what you do. - Includes bibliographical references and index. - Online resource; title from electronic title page (ProQuest Ebook Central, viewed August 29, 2019)