The Agency Pro is a two-day workshop for all managers, and for any sales professional whose job responsibilities include development of new business with clients who are represented by advertising agencies. Focus will be on tailoring the sales approach to the individual, based upon job title, job focus, and job responsibilities. Created in an experiential style similar to 3R Selling Pro, and again using the services of famed instructional designer Thiagi, the workshop process is characterized by:
Games as a learning tool
A kinesthetic experience, where participants learn by doing, seeking, and discovering.
Case studies and projects
Participants will work individually and in small groups.
Very little ‘info-dump’ lecturing
Less time spent sitting, less time spent listening.
An overview of the subject matter at the core of The Agency Pro
Agency Mapping
Understanding how advertising agencies function, what job titles mean and what roles people play in serving the client… and then mapping a specific agency.
Buyers, Planners, and Account Supes
Drilling down into the specific responsibilities and priorities of the people you should be calling on... and learning how to be relevant and pertinent when you call.
ARMI (Agency Relationship Management Interview) Action Plan
Building the foundation at the buyer level that allows the seller to move easily throughout both agency and client organizations.
Moving Beyond the Buyer
Once the foundation of a strong relationship is achieved with the media buyer, almost anything becomes possible. We show you how to break out of the buyer's office without stepping on toes.
Superior Avails Response System
Bringing a Best Practices focus to a very mundane aspect of ad sales… information-gathering and trust-building techniques that give the seller more ways to respond.
Agency Avail Autopsy
Each TAP participant brings a dead avail to TAP—and we conduct an autopsy. The Agency Avail Autopsy is one more way we take the learning experience from theoretical to practical.
Negotiating win-win outcomes
Bigger shares and higher rates, achieved without sacrificing relationships, so that renewals and referrals come naturally.
Workshop Schedule
The Agency Pro is presented upon request at clients' premises. For more information or to schedule an Agency Pro workshop, contact your CSS consultant.