Print ArticleI have a friend who is an account manager for a large advertising agency. Actually, the company is more than an advertising agency: it's one of those giant, we-can-do-everything agencies that devises media campaigns, advertising campaigns, political campaigns, strategies for growing, strategies for merging, and -- well, everything.
It's all basically the same thing with a big tag -- getting a positive buzz worked up about big companies or individuals.
Which, by the way, is exactly what your personal brand should be doing.
Of all the things my friends company does well, perhaps its most impressive talent is winning new customers. You should take their method into consideration when you decide how to treat your customers, whether long-term or short-term.
This company watches for successful campaigns by other companies. The more successful the campaign, the more they pay attention. They snoop and they pry to ascertain exactly what it is that the firm currently managing these campaigns does and how much they charge. And then they offer the same services, plus a little extra, for a lot less.
Of course, they promise slightly larger results. But often, that's not that difficult. When you've developed a campaign -- or a customer relationship -- it's easy to see what won you the business in the first place. However, your customer, like anyone, is going to want the newer, more efficient model, or maybe they just want the change of monotony that comes with a new vendor. New vendors never say `no' or `that's too expensive.' New vendors say `yes' and `now you see why we're the best.'
The thing is that none of this is difficult for the big firm. They have lots of junior-level types to hand over these tasks, and, after all, none of this is rocket science. They aren't developing a campaign; they're merely continuing to nurture your brainchild.
When you are working to maintain your personal brand, you must stay on your toes. Keep up with the industry and watch your competitors. Nothing sounds as good as the latest industry buzz, but if you are spouting the latest industry buzz from two years ago, you'll sound ridiculous.
You also have to stroke your client. Remember how it was before you won their love and their business? How earnest and nose-to-the-grindstone you were then! How devoted! You may be working just as hard on their behalf, but if you've added nothing new to your regime, the customer is just going to ask, "What have you done for me lately?"
I like to offer clients new services at "deeply discounted" prices -- especially if I have an idea that I know will work but which I have not yet done for someone else. You have to start the ball rolling somewhere, and if these clients are happy, you can offer the service to someone else for a lot more money.
I also like coming back now and again with a new business plan. This is such an easy way to show the client you're on top of things, and you don't have to create anything from scratch. Just reprint the one you gave them oh-so-many years ago -- and add the new page: 2008.
Always let them know that they're paying the bills, but you're paying attention. When customers feel valued, the cheap come-on just won't sound as good.
It's all basically the same thing with a big tag -- getting a positive buzz worked up about big companies or individuals.
Which, by the way, is exactly what your personal brand should be doing.
Of all the things my friends company does well, perhaps its most impressive talent is winning new customers. You should take their method into consideration when you decide how to treat your customers, whether long-term or short-term.
This company watches for successful campaigns by other companies. The more successful the campaign, the more they pay attention. They snoop and they pry to ascertain exactly what it is that the firm currently managing these campaigns does and how much they charge. And then they offer the same services, plus a little extra, for a lot less.
Of course, they promise slightly larger results. But often, that's not that difficult. When you've developed a campaign -- or a customer relationship -- it's easy to see what won you the business in the first place. However, your customer, like anyone, is going to want the newer, more efficient model, or maybe they just want the change of monotony that comes with a new vendor. New vendors never say `no' or `that's too expensive.' New vendors say `yes' and `now you see why we're the best.'
The thing is that none of this is difficult for the big firm. They have lots of junior-level types to hand over these tasks, and, after all, none of this is rocket science. They aren't developing a campaign; they're merely continuing to nurture your brainchild.
When you are working to maintain your personal brand, you must stay on your toes. Keep up with the industry and watch your competitors. Nothing sounds as good as the latest industry buzz, but if you are spouting the latest industry buzz from two years ago, you'll sound ridiculous.
You also have to stroke your client. Remember how it was before you won their love and their business? How earnest and nose-to-the-grindstone you were then! How devoted! You may be working just as hard on their behalf, but if you've added nothing new to your regime, the customer is just going to ask, "What have you done for me lately?"
I like to offer clients new services at "deeply discounted" prices -- especially if I have an idea that I know will work but which I have not yet done for someone else. You have to start the ball rolling somewhere, and if these clients are happy, you can offer the service to someone else for a lot more money.
I also like coming back now and again with a new business plan. This is such an easy way to show the client you're on top of things, and you don't have to create anything from scratch. Just reprint the one you gave them oh-so-many years ago -- and add the new page: 2008.
Always let them know that they're paying the bills, but you're paying attention. When customers feel valued, the cheap come-on just won't sound as good.
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