The Art of Client Service

Dedication Foreword Introduction 1. What Makes Great Client Service? PART ONE: HOW TO BE GREAT WITH CLIENTS 2. Account Management's Role 3. Achieving The Next Level 4. Transforming A Career Into A Calling PART TWO: WINNING NEW BUSINESS FOR YOUR AGENCY 5. New Business: What It Is, Why It Is Important, And Why You Should Give A Damn 6. How To Contribute Before, During, And After Pitch Day 7. Getting To Yes PART THREE: BEGINNINNG A CLIENT RELATIONSHIP 8. In A High-Tech World, Be Low-Tech 9. What Success Looks Like 10. Always Manage Client Expectations From The Outset 11. Be Multilingual 12. Live The Client's Brand 13. Ask, "What Do My Colleagues Need To Create Great Advertising?" Then Deliver It PART FOUR: HOW TO... 14. Run A Meeting 15. Brief A Colleague 16. Write A Conference Report 17. Perfect The Perfect Scope Of Work 18. Craft That Schedule You Need To Create 19. Build A Better Budget 20. Draft A Letter Of Proposal 21. Create A Powerpoint Presentation PART FIVE: FORMULATNG THE BRIEF THAT DRIVES GREAT CREATIVE 22. Take The Word Brief Seriously 23. What Makes A Brilliant Brief? 24. In Writing The Brief, Provide The Client's Perspective 25. Know When To Look It Up; Know When To Make It Up PART SIX:ESTABLISHING TRUST WITH CLIENTS 26. Great Work Wins Business; A Great Relationship Keeps It. 27. Client Presentations Are As Important As New Business Presentations 28. Always Ask, "Does This Advertising Pass The 'So What' Test?" 29. Don't Fall In Love With Good Work; Don't Fall For Bad Work 30. Choice Is Good 31. Fight About The Work With Colleagues; Fight For It With Clients 32. Do Not Sell 33. Bring Your Clients Into The Process Early And Often 34. Respect What It Takes To Do Great Creative 35. Credit Is For Creative Directors 36. We Are Smarter Together Than We Are Alone 37. Judgment Overrides Any Rule 38. Ideas Are The Currency We Trade In PART SEVEN: BUILDING LONG-TERM CLIENT RELATIONSHIPS 39. Make No Commitment Without Consultation 40. Take On The Coloration Of Your Clients; Do Not Compromise Your Character 41. Never Forget It's A Business 42. Once A Client, Always A Client 43. Going Rogue PART EIGHT: HOW TO DEAL WITH UNHAPPY CLIENTS 44. Always Think Endgame 45. No Surprises About Money Or Time 46. Deal With Problems Head- On 47. If Things Go Wrong, Take The Blame 48. What Happens When I Screw Up? 49. Getting Fired PART NINE: REGAINING CLIENT TRUST 50. How Happy Clients Help You Gain New Ones 51. Five Client Challenges To Agencies 52. Five Client Service Principles To Believe In Acknowledgments: Remember To Say "Thank You" POSTSCRIPT About The Author A Bunch Of Books To Make You Better At What You D