RELENTLESS RADIO

 

Author:	Sean Luce
Published:	August, 2000

 

You've spent many moons developing that relationship with a buyer who has paid your freight and become one of your best accounts, and now this person is on to bigger and better things. Now you start over, right? Wrong. Hopefully, you have dug your well already before this change happened, and it will happen. You should be able to shortly make that transition between one buyer to the next with out losing time and money. In some cases, this should be the opportunity to increase your budget. Change should bring opportunity not fear. Whatever you do, always make sure you open the new door with a congratulations note. Here are 7 "must do's" that can keep the well flowing long before the new buyer takes over one of your accounts. Vertical Integration: If you have been working an agency, do you know the principle, media supervisor, planner, and account executive as well as the assistant buyers? Even down to the receptionist, you need to work all levels of the account and agency. Most firms hire from within, and now it's time to plant your seeds with these people because one of them will most likely ascend when there is a change. Inside Coach: Your old buyer can be a great resource to you even is they left on bad terms. They know the inside of the company and the intangible dynamics. Developing someone who can provide you with information about the new buyer is imperative. Deep Account History: We need more than just past flight runs. You want history of the creative campaigns they have run as well as the tracking of the account since you have been working on it proving unequivocal growth with you taking the credit. Research the Category and Business: Far too often we rely on the buyer to tell us (again) about their business. Here you want to shine and project yourself as the sustaining resource and actually fill the capacity of an assistant buyer for them. Research their website, industry magazines and most importantly talk with all people in the organization up and down the chain of command. Simply put, you should know their business as well as they do. This way you'll be perceived as indispensable. Bring in your success stories: Show this new buyer EXACTLY how you have helped this account in the past. What credentials do you bring to the table that can help this account grow? Never be afraid to let them know who "you know" inside the company. Do a New CMP: This is in some cases the opportunity you've been waiting for. Do a new "Customer Marketing Profile". Understand new client concerns and profit centers. This buyer might have a new agenda or possibly a hidden agenda. This is the time to Listen, Listen, And Listen. Do Your Homework on the Buyer: Before you meet with them, you should know at least 5 personal things about this buyer. People don't care how much you know about them, as long as they know how much you care about them. How much you care is 80% of the battle. Start digging your well now with your new buyer. You never know when they might change the buckets!