The work of general AE includes two parts: customer communication and financial objectives.
paperwork
A large part of AE work form is paperwork. Customer communication is first of all a strategic communication meeting with customers. AE is responsible for sorting out meeting minutes (steps, deadlines, cooperation responsibilities). After meeting with customers, an internal meeting is usually held. (There should also be meeting minutes). Finally, telephone communication and field visits form a paper report. In the process of serving customers, it is also necessary to make a timetable to inform customers of their status. Timetable generally refers to the detailed work schedule. If it is a customer of a brand agent, the work on the agenda needs to be signed by both parties: Oh! These jobs should be done. Generally speaking, weekly work report is sent to customers at noon every Monday, and then the work progress is confirmed by phone every day.
shop order
When the customer's demand is clear, AE begins to place an order (creative work order). For example, to make a poster, detailed information and requirements should be reflected in the list of works. Others include research worksheets and media release tables. Work order means to admit the legality of work. Only by filling in the work order can the work be supervised and recognized by the financial department. With a work permit, try to avoid confession and emphasize the legitimacy of work. Work orders generally have financial corresponding numbers, so that the project cost can be easily known during financial settlement.
Internal meeting
As a communicator, AE is responsible for organizing internal meetings. In order to ensure the effectiveness of the meeting, it is necessary to confirm whether the people who should come and their time are coordinated. As the initiator, AE should control the progress, theme and atmosphere of the meeting. And finally there must be a conclusion and division of labor (or confirmation of the degree of work).
attitude
Positioning problem: advertising companies sell majors and products. Stay alert to career development. For customers, we can't respect god, stick to the profession and don't accommodate customers' preferences (generally unprofessional personal preferences). Not for dealing with customers, but for career development. Take a win-win path. It is best to make friends with customers at the right time. Treat entertainment as a meeting. Delicate mind and good mouth. Getting things done is the most important thing. Protect self-esteem and know how to be patient. When you become AE, you must have a safe to protect your self-esteem. In order to stimulate planning or creativity a little, advertisers should work 24 hours at any time. So the average life expectancy of advertisers is only about 55 years old. Stay in shape and be infectious when facing customers. If you are embarrassed, don't go to see the client.
Sense of position and responsibility
External: AE is not suitable for communicating with senior customers.
Internally: professional leaders make decisions, and AE just does things.
The responsibility is clear, and there is no possibility of shirking responsibility. Don't mention customer B in front of customer A, don't put the blame on the supervisor, and don't talk about customer secrets in public. For things given to customers, each link must be signed by the participating members and confirmed by the customers. Find out where the mistake is.
Before and after marriage proposal
Determine the time, place, personnel, content and equipment (projector, etc.). ) before the meeting. And a demonstration strategy. In the meeting, AE should not only record the situation, but also clarify the consensus and conclusion of the meeting. It's best to have a review after the meeting: Have you achieved your goal? If it fails, what is the problem: the details of the proposal or the professional error.
In addition, it is best to send the outline of the proposal to the customer first, so that the customer can understand the content. Can't call the client, wasting time together. If the proposal is passed, AE's business will become collecting money and issuing invoices. There is also to evaluate the cost of a certain link of the work and consider outsourcing. When the manuscript is sent to the customer, the card will be intercepted in the finance department to indicate the end of the work. Then make a payment slip and invoice the customer. Dunning within 45 days. Pay attention to document filing (electronic and paper).
Proposal process
Pay attention to all the ideas, there is nothing wrong with the direction. Allow the customer to speak after my thoughts have been fully expressed. Don't interrupt the customer when he is talking. Do it in substance, but don't provide customers with things you don't know and haven't considered carefully. Example of failure: More fresh oranges are planned during the World Cup. AE, the female fool of Beijing X Tang, said that the China team didn't play well. As a result, the customer said, Oh, is that right? I gave up this project. Later, it took a lot of effort to convince customers that the quantity was reduced a lot.
chance
E-mail has no time limit. When making a phone call, we must strive for the first call that customers hear every day. If it is best to discuss the plan before and after meals, then people's thinking will be more flexible. Laugh as much as possible, and customers can hear you.