As an agency account manager you’ll no doubt from time to time find yourself among potential new clients.
Even for the most experienced and confident of account managers talking to prospective clients can be a daunting experience.
Nevertheless, if you are fortunate to find yourself in that situation and manage to start engaging in conversation, inevitably the time will come to explain what you do.
So you can either:
a) Choose to launch into a long, drawn out in-depth description of your job role and pepper it with a sprinkling of company benefits that will be boring, bland and non-differentiating
b) Give a succinct reply that speaks the prospect’s language, invites further conversation and potentially leads to a brand new client
Which one do you prefer?
As an account manager’s job is not only to grow existing business but to secure new clients, how can you ensure you don’t waste this precious opportunity to sell yourself and your company?
Marcus Cauchi, Sandler Sales Institute’s leading London-based trainer explains that your job in this scenario is to enter the prospect’s world and identify if there is a business fit so that you can disqualify them quickly.
In this video Marcus talks about the 30-second commercial. It’s an effective way to formulate a very succinct introduction to a prospective client while ensuring you differentiate yourself from other companies.
Watch the video here and think about how you could apply this to you and your company: