Regardless of your chosen career, there are times when well-intended counsel comes your way. Here are two important pieces of advice that I learned early on as a salesperson and account executive in marketing and public relations. After 27 years, in the business, they are just as valuable today as when I received them:
- Prior to a new business meeting, research your client and his or her firm to have a good understanding of that company’s products/services. If possible, develop a model of the firm’s customers so you can walk into the encounter with a rough idea of the marketing challenges and opportunities they face. Be prepared to discuss examples of how you’ve helped other companies in similar situations.
- Once you have acquired a client and become familiar with their business, be proactive about making suggestions and presenting ideas. Marketing professionals in most organizations are busy juggling multiple projects and balancing the demands of the people they report to, as well as product managers, sales staff and outside vendors. That doesn’t leave a lot of time to think strategically about their business. You can add value to your service by helping to facilitate that process and, ultimately, by helping to grow your customer’s business.
What is the best advice you got in your career, or what lessons do you try to impart to the people you mentor? Please share them with us in the comments!