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AE College: Spring

Account Meetings

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4 posts
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Michael Bielski
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Anyone have a good agenda for running account meetings and making them focus on growing the account, not project work. We seem to have a major problem looking beyond today's work.

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vern3842
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Hi Michael,

The first step in doing this is for you to do your homework and possibly bring potential growth ideas to you client versus waiting on them. This entails gathering information about their audience, their competition, their unique brand or what makes them unique in the industry or markets they serve. Such an efforts has to be delivered in a careful and professional way as not to send a message to your client that you "could do it better" but one that "we have invested our resources to help in your growth." This has always worked for us in positioning us as a trusted partner and not another vendor they order from. One of the main reason, we think, many of our clients have stayed with us for over twenty years.

Just my thoughts- hope it helps!

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lauriekay
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Hi Michael:

Here's a few idea starters for getting clients to think broader and engage them deeper into the process:

https://www.secondwindonline.com/10-things-agencies-can-do-to-get-more-billings-from-current-accounts

https://www.secondwindonline.com/relationship-building-getting-closer-to-your-clients?journal=137

https://www.secondwindonline.com/how-to-sell-the-marketing-plan-to-the-client

https://www.secondwindonline.com/don-t-just-say-you-re-strategic-be-strategic

https://www.secondwindonline.com/involve-your-clients-in-the-planning-process

Laurie

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DebB_SW
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Here is one more article, about asking good questions that have the potential to broaden a project into a more strategically valuable program:

https://www.secondwindonline.com/the-power-of-why-explaining-why-we-do-what-we-do

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