Читать книгу Media Selling - Warner Charles Dudley - Страница 50

Managing customers obsessively in order to delight them and getting them to renewal is vital. Just as important is to continually pre‐sell and provide clients and agencies with solid evidence, reasons, and, especially, ideas, for them to increase their investment in your medium. Your best prospects are your current partners, and continually showing them the benefits of your medium and getting an increased investment from them is crucial for growth.

On every account contact, always present customers with ideas that will lead to an increased investment and will reinforce the value of their current investment. Remember that advertising is an intangible product that requires more reinforcement, servicing, and reassurance than a tangible product would. Partners require constant attention if you are going to retain and increase current business.