The work of general AE includes two parts: customer communication and financial objectives.
paperwork
A large part of AE work form is paperwork. Customer communication is first of all a strategic communication meeting with customers. AE is responsible for sorting out meeting minutes (steps, deadlines, cooperation responsibilities). After meeting with customers, an internal meeting is usually held. (There should also be meeting minutes). Finally, telephone communication and field visits form a paper report. In the process of serving customers, it is also necessary to make a timetable to inform customers of their status. Timetable generally refers to the detailed work schedule. If it is a customer of a brand agent, the work on the agenda needs to be signed by both parties: Oh! These jobs should be done. Generally speaking, weekly work report is sent to customers at noon every Monday, and then the work progress is confirmed by phone every day.
shop order
When the customer's demand is clear, AE begins to place an order (creative work order). For example, to make a poster, detailed information and requirements should be reflected in the list of works. Others include research worksheets and media release tables. Work order means to admit the legality of work. Only by filling in the work order can the work be supervised and recognized by the financial department. With a work permit, try to avoid confession and emphasize the legitimacy of work. Work orders generally have financial corresponding numbers, so that the project cost can be easily known during financial settlement.
Internal meeting
As a communicator, AE is responsible for organizing internal meetings. In order to ensure the effectiveness of the meeting, it is necessary to confirm whether the people who should come and their time are coordinated. As the initiator, AE should control the progress, theme and atmosphere of the meeting. And finally there must be a conclusion and division of labor (or confirmation of the degree of work).
attitude
Positioning problem: advertising companies sell majors and products. Stay alert to career development. For customers, we can't respect god, stick to the profession and don't accommodate customers' preferences (generally unprofessional personal preferences). Not for dealing with customers, but for career development. Take a win-win path. It is best to make friends with customers at the right time. Treat entertainment as a meeting. Delicate mind and good mouth. Getting things done is the most important thing. Protect self-esteem and know how to be patient. When you become AE, you must have a safe to protect your self-esteem. In order to stimulate planning or creativity a little, advertisers should work 24 hours at any time. So the average life expectancy of advertisers is only about 55 years old. Stay in shape and be infectious when facing customers. If you are embarrassed, don't go to see the client.
Sense of position and responsibility
External: AE is not suitable for communicating with senior customers.
Internally: professional leaders make decisions, and AE just does things.
The responsibility is clear, and there is no possibility of shirking responsibility. Don't mention customer B in front of customer A, don't put the blame on the supervisor, and don't talk about customer secrets in public. For things given to customers, each link must be signed by the participating members and confirmed by the customers. Find out where the mistake is.
Before and after marriage proposal
Determine the time, place, personnel, content and equipment (projector, etc.). ) before the meeting. And a demonstration strategy. In the meeting, AE should not only record the situation, but also clarify the knowledge and conclusions of the meeting. It's best to have a review after the meeting: Have you achieved your goal? If it fails, what is the problem: the details of the proposal or the professional error.
In addition, it is best to send the outline of the proposal to the customer first, so that the customer can understand the content. Can't call the client, wasting time together. If the proposal is passed, AE's business will become collecting money and issuing invoices. There is also to evaluate the cost of a certain link of the work and consider outsourcing. When the manuscript is sent to the customer, the card will be intercepted in the finance department to indicate the end of the work. Then make a payment slip and invoice the customer. Dunning within 45 days. Pay attention to document filing (electronic and paper).
Proposal process
Pay attention to all the ideas, there is nothing wrong with the direction. Allow the customer to speak after my thoughts have been fully expressed. Don't interrupt the customer when he is talking. Do it in substance, but don't provide customers with things you don't know and haven't considered carefully. Example of failure: More fresh oranges are planned during the World Cup. AE, the female fool of Beijing X Tang, said that the China team didn't play well. As a result, the customer said, Oh, is that right? I gave up this project. Later, it took a lot of effort to convince customers that the quantity was reduced a lot.
chance
E-mail has no time limit. If you make a phone call, try to get the first call that customers hear every day. If it is best to discuss the plan before and after meals, then people's thinking will be more flexible. Laugh as much as possible, and customers can hear you.
What AE does the customer need?
Smart, professional, problem-solving, disciplined, polite, beautiful/handsome, considerate, strict cost control, initiative. Apart from appearance, this is the least important. How much do you have?
AE "The original account managers were called" account managers "or" business managers "in China, and some were simply called" account managers ".
"salesman" and "AE" are responsible for: negotiating, contacting, proposing and collecting money with customers; Internally, formulate strategies,
Coordinate resources, allocate work, supervise processes, etc. Therefore, a real "AE" is not like a salesman who "pulls business"
It's too simple. He should be familiar with sales, marketing, planning, design, production, media and other professional knowledge, but also have certain interpersonal relationships.
Processing capacity department.
(A) accurate judgment and reasonable suggestions
Good analytical judgment ability is the quality that AE should have. When customers have unrealistic expectations or high expectations for professional companies.
When seeking time "AE", it is necessary to consider whether both parties have corresponding resources, such as: Is the product competitive? Is there any market situation?
Lee? How much support has the customer provided for this? Do you have such ability and manpower? Wait a minute.
"AE" wants to know about customers, and customers are also exploring professional companies. At this time, the two sides will have a continuous "contact" process.
, that is, professional companies and customers try to establish a * * * agreed communication process. The private understanding of "communication" is that "ditch" refers to division.
There is a "ditch" between the two places, forming the status quo of "separated by a water"; The two sides have different ideas and views, such as "generation"
Ditch ";" Communication "connects two separate places, and communication means mutual understanding and recognition."
Because customers and professional companies have different characteristics in position, background, industry, culture and concept, they look at things from different angles.
There are bound to be some differences in law, and the way of thinking may even be completely opposite. Therefore, the gap between AE and customers
To pass is to reach a consensus on a certain issue. When it comes to communication, many people will understand that it is nothing more than using a "golden tongue"
Not rotten tongue ",to impress customers and pull business. It is true that pulling business is the main part of AE work, but it is not ignored.
372 1, business is good. A real AE can judge what kind of business can be done and what kind of business cannot be done.
Go ahead. Knowing that clients' investment will come to an end, do you still try your best to encourage clients to invest, as long as you pull yourself into business and make money?
Such AE obviously has no professional ethics. Because every investment decision of the customer is very important and will directly affect it.
To the operating efficiency of enterprises, and even affect the survival of enterprises. This is by no means such a trivial matter as buying a shirt.
Conversely, the loss of customers will also damage the reputation of professional companies. Now many customers, before cooperating with professional companies,
, often ask customers who have served this company about the situation. Therefore, AE can't just pull business, regardless of customer interests.
Benefit; You can't damage the company's reputation because of immediate interests. This is the professional quality that a qualified AE should have.
Some customers may have different views or unrealistic expectations from professional companies due to differences in information and experience.
I hope that at this time, "AE" must be clearly explained with professional knowledge and experience and put forward reasonable suggestions. Ke Yu
The idea of "seeking common ground while reserving differences" is of course the best policy, but it involves some fundamental problems and should be confessed frankly. Because of injury
Afraid of "losing the bill", I gave up communication again and failed to fulfill the due responsibility of AE O.
1. What about the sudden change of focus?
Training purpose: Although the plan has changed, everything at hand should be carried out safely according to the scheduled schedule.
Methods: ① Notify the units and personnel related to this work item;
② Start with the important projects in this work;
(3) according to the severity of the incident, quickly straighten out other projects;
(4) Evaluate your workload correctly;
⑤ Inform customers and colleagues how to help, and apply for two-way support.
⑥ Try to do every detail well, avoid making mistakes and improve the bad habit of self-procrastination.
Goal: to create a positive and conscious new self.
Methods: ① Find out the things that are too busy or too complicated to escape in a day and write them down;
(2) How long will it take to solve it clearly;
③ Find out long-term important things;
④ Understanding these "important events" that have been avoided as "emergency events";
(5) You can give up trivial and unimportant things-this is no reason;
6 list the reasons for delaying things, such as rest and how long it takes;
⑦ Oppressing yourself and starting to finish these projects with a timetable; After this, the manuscript rewards yourself;
8 refuse trifles that waste your effective working time, and politely refuse.
Third, how to deal with interference conditions, such as "uninvited guests"
Goal: concentrate on your work.
Methods: ① To make a long story short, tell each other your meeting time;
2 refuse, meet again when you find it;
(3) Train yourself to find the theme immediately after being interrupted;
(4) communication with colleagues is set in everyone's free time;
⑤ Avoid calling people loudly and speak softly;
⑥ Tell colleagues to solve the problem by themselves, and I won't bother you except verifying the answer.
Fourth, how to make mobile phones more effective?
Purpose: Make the telephone your sword.
Methods: ① Concentrate the exhalation time in one time period;
② Estimated call time
(3) Record the call time to improve self-efficiency;
Try to call back when it's quiet during the day.
Five, desktop cleaning regulations
① Labeling and bookmarking of work data;
② Set a shelf as a storage place for "unprocessed" documents;
(3) Always put only one most important document on the desk, and then put down one after processing;
(4) Essays and random pictures don't pay attention to being in a daze, just read them once and store them in categories;
⑤ Everyone has a work diary (itinerary).
Sixth, cultivate the habit of self-discipline.
Methods: ① Review your personal and work goals every quarter and every year;
(2) Plan your own work items and order every Sunday evening;
(3) Evaluate the handling of important matters every day;
④ Hui