A good attitude is the basis of creating a gold medal AE, and professionalism is the key to the success of advertising AE. We divide career promotion into three parts: primary promotion, advanced promotion and advanced promotion. Primary upgrade is very helpful for newcomers who are interested in the development of advertising industry; Advanced upgrade is to provide promotion guidance for AE who has been engaged in advertising industry for 2 ~ 3 years, and improve business ability; Advanced promotion is a career development plan for AE who has been employed for more than 5 years, and everyone can adjust it according to their actual situation at different stages. Newcomers who have just entered the advertising circle feel that everything is new, and the challenge of AE work attracts more and more young people to join this profession.
The characteristics of AE work do not allow wasting a little time, and require AE to enter the role quickly. The following are self-improvement exercises from the following aspects: "Quickly enter the role ability upgrade, quickly and correctly upgrade the mobility, and efficiently upgrade the time management".
Quickly enter the role ability upgrade
First of all, AE should clarify the core business content of the company. Is the company you serve a professional advertising company or a comprehensive advertising company, focusing on graphic design or film and television production, planning company or outdoor media company, focusing on print media or TV media; And service charge, which is the basis of negotiation with customers. An AE who doesn't even know his company's core business, professional and technical advantages and service prices is difficult to finalize customers; The industry attribute of enterprise customers, the general advertising company serves customers according to the industry, which is determined by the technical resources and business ability of the advertising company.
Secondly, AE should be familiar with the company's core business processes as soon as possible. Advertising companies pay attention to teamwork, AE is the profit front desk, and other internal departments are technical support. In the process of business development, AE often needs professional communication and opinions from various professional departments. In this way, you can get a quick response when you need professional support. Another important function of AE is to communicate, coordinate and cooperate with various professional departments of the company. Because every company has different core business processes. For example, in the contract: contract drafting, management approval procedures and contract order execution procedures, AE is required to be familiar with the company's core business processes as soon as possible.
Third, learn advertising professional knowledge such as advertising planning and creativity, and master the knowledge system of professional skills such as market positioning, functional positioning, advertising appeal, selling point analysis, image packaging strategy and negotiation strategy of the project. Cultivate good market concepts and advertisers' thinking, vision and professionalism, and have the abilities of accurate judgment and reasonable suggestions, process management, teamwork, customer service, creative judgment, strategic thinking, financial management, etc., and improve the comprehensive processing ability and execution ability of advertising projects.
Fourth, make a detailed business development plan. It is very important to cultivate the insight and foresight of a natural eye. Based on the technical resources of service companies, this paper analyzes the needs and inputs of different industries, what are the characteristics of advertising behavior and what are the creative expressions. Therefore, advertising AE should clarify the industry characteristics, marketing strategies and promotion methods of advertisers.
Realize value-added services. Winning customer orders is the foundation, and realizing service value-added is the core. The only way to maintain long-term cooperation with customers is to maximize customer value. To achieve this goal within the company, cooperation between various departments is needed. As a profit front desk, advertising AE needs to participate, coordinate and cooperate in a systematic workflow, with professional technical support of advertising creative design, advertising production, brand planning, media planning and marketing services.
What makes it a real profit front desk? The important way is to rely on service marketing to establish customer satisfaction and customer loyalty, and win core competitiveness and competitive advantage.
Fast and correct mobile upgrade
After making full preparations, AE began to visit customers normally. At this time, action has become the first threshold for many beginners. They don't have the courage to call customers, and they don't have the confidence to communicate with customers one-on-one, because they are afraid of rejection and failure.
1, set work objectives
The premise of setting a work goal for yourself is your ideal and responsibility. Set a work goal for yourself according to your expected life state. For example, my goal is to gain rich practical experience, professional ability and income promotion. To make an annual target plan and complete the annual plan, a customer order must be signed. According to your own situation, you need to make an appointment with X customer by phone when visiting X customer. Only by completing X customers can I complete my monthly plan and annual plan.
2. Use the right methods to improve mobility.
If AE makes mistakes blindly, then the action force will naturally be slow. In the early days of the exhibition industry, AE often made a mistake, that is, it could not find the real person in charge and could not fully display the core business and professional and technical advantages of your own company. The person in charge here is the person who has the decision-making power and can sign the contract. These people may be the bosses and general managers of the decision-making level, or the department managers of the office, advertising department and marketing department of the executive level. Can't find a real buyer, just around a big circle; If we can't fully display the company's core business and professional and technical advantages, we will lose opportunities and work in vain. How to improve your mobility?
The solution is actually very simple. One is to analyze the customer's functional departments and the types of advertising projects to understand the real person in charge. To complete this process, we must use our brains and be more in-depth and skilled in communication. Second, get familiar with the company's core business and professional technical advantages as soon as possible, and master advertising professional knowledge such as advertising planning and creativity.
3. Change the way of thinking
Let's think about two questions: Why are you afraid to pick up the phone and call the customer? Why don't you have the confidence to communicate with customers face to face?
Efficient time management upgrade
1, effective utilization time
As can be seen from the workflow of AE, AE should not only collect and sort out data, but also conduct customer analysis and market analysis, cooperate with the company's technical department and maintain customer relations, all of which require efficient time management. Break the concept of commuting. It must be very painful for you to see this sentence. Actually, it is a kind of happiness. AE is a passionate workaholic, and off-duty time is also your working time, entertainment time and even better working time.
If you collect customer information during working hours, you will waste too much time. Let's imagine that extracting customer information during working hours will waste more time by news and online advertisements, while doing such work outside working hours is completely different. Watching TV, reading newspapers and surfing the Internet are normal rest and entertainment. Just take out paper and pen to record the information you need, and it will be OK. In the process of happiness, you can kill two birds with one stone.
2. Accurately grasp effective communication.
Grasping the characteristics and direction of the work, grasping the overall layout and rhythm of the work, we should not only establish the overall concept and rigorous work style, but also have certain foresight and advance for the development and trend of the project. Facing different projects and different needs, we are in no hurry, in an orderly way. It is particularly important to be good at finding and solving problems in time during the project, so as to make its overall operation systematic, professional and efficient.
In the process of planning and design, it is very important to accurately grasp the needs of customers, formulate effective solutions and strategies, fully communicate with customers and internal technical departments, and correct possible cognitive differences and mistakes, which can effectively avoid misunderstanding and rework and ensure that the proposal or design scheme is in place accurately.
You may think that the arrangement of visiting customers is simple, but the essence is not. Before meeting with customers, you must make full preparations in advance, including getting familiar with customer information and characteristics, understanding customer needs, your targeted strategies, and checking whether the prepared materials are complete. Conception of meeting scene, preparation of speech, negotiation skills, etc. Can be conceived and conveyed in the process of conveying to customers. Back to the company, we should focus on recalling the scenes and details of meeting with customers, sum up and improve our negotiation skills, analyze the potential language of customers, and judge the possibility of business transaction. In this way, the efficient use of time before and after the visit is realized.
3, efficient work
Efficient work is not like a machine that keeps running. On the contrary, we should concentrate on our work to avoid giving ourselves a chance to be distracted. At the same time, you should keep a clear head. If you encounter dizziness, make a cup of tea or coffee to relieve it, so that you can continue to work efficiently.
Improve yourself from the above aspects, and you will soon find yourself from an entry-level AE to an excellent and qualified advertising AE.
We should make ourselves an expert in the field of advertising through continuous upgrading projects, and take upgrading as an important strategic means of our career.
American President Roosevelt famously said, "Be an advertiser if you don't be president"! What makes advertisers have such a lofty professional aura? The reason is that advertising contains too many subjects, such as psychology, marketing, advertising communication, sociology, aesthetics and so on. A successful advertiser should be a master.