No matter what type of advertising you buy, print, outdoor, TV, radio, or (if you buy big enough) internet you will usually have an account executive to help you for each media outlet you choose to use. If you use an ad agency, they will have the appropriate contacts with the various account reps, but then you have to keep on top of the agency. Even if you use an agency to place all of your media, you will still have at least one account executive at the agency handling your account, so this is important to you, too.
It is important to remember that no matter how big or small your business is, you should expect and receive great customer service from every account executive you have. If you do not, ask for a new rep, it's that simple because in rare instances you might discover, like I did, that things don’t always turn out the way you’d like with the rep that is assigned to you. That’s why we, as customers need to do something about it when it doesn't go the way we want it to.
The following checklist will help expedite your learning journey when it comes to getting a great rep and building a great business relationship with them.. Use it well. Use it often.
The Top 10 Things To Look For In A Good Account Executive:
1. Do they really listen to you and take the time to understand what you want?
2. Do they take a personal interest in the success of your company?
3. Do they fight battles for you with their managers?
4. Do they protect you from any legal harm?
5. Do they keep in contact with you about your account and trends affecting your business?
6. Do they return your calls, or emails in a timely fashion?
7. Do they pay close attention to your account?
8. Do they tell you way to spend you media dollars more effectively?
9. Do they have a great attitude and treat you with dignity and respect?
10. Do they tell you immediately when something is wrong, or do you have to find out for yourself, after it’s too late?
Account Executive Score Card:
How many yes’s should your AE’s get? All of them, of course! In case they don’t score 100%, use the following scoring key to evaluate the level of service you’re receiving.
9 - 10 Flawless – a keeper
7 - 8 Great job, some service tweaking is needed
5 - 6 Average – improved service an urgent must
3 – 4 Below average – definitely service problems
1 – 2 Why are you still putting up with lousy service?
Sometimes, you might get stuck between a rock and a hard place and you may have a bad rep and there may be nothing you can do about it in the short term. If you find yourself in this situation, do what you can to make a bad situation better, but keep a record of the problems, talk to the owner or manager of the media outlet or agency and always be on the lookout for a way out of the bad situation and into the good.
It's your money and most importantly, it's your business. Take charge and make sure the systems work for you, not against you. By working with good Account Execs, I have received millions of dollars in free ad space and air time, have received priority placement at no additional cost, and have had my butt saved when we missed something, but the Account Exec did not and they, because they cared about our business, took action and helped us. A great ad rep or AE is worth their weight in gold.
As a side note, and I can hear some of you in the back of my mind already, you do not have to be rich to advertise effectively and it does not matter if you have a bricks and mortar store or sell only on the internet, or both. For as little as $500 a month you can be on radio or cable TV getting good placement and driving people to your business. It works. In one case we spent $2500 on cable TV and radio and created $40,000 in revenue in less than 48 hours. Advertising works if you use the right words, in the right way, and tell those words to the right people.
Be well and I am yours in success,
Randall
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