Selling Creative Ideas to Marketers (Virtual)

Proven Techniques for Agency Personnel
(Virtual Half Day Workshop)

Virtual Workshop Description
Getting a great creative idea approved is hard. And for some reason, the better the Idea, the harder it seems to sell. So how do you sell an idea that no one can see, touch or try? How do you help clients see a benefit in something they often can’t even understand? How do you stop them from buying ordinary Ideas and start them buying your best Ideas?

Most agencies hit a wall when it comes to selling their best creative because they don’t understand the mindset of the client. That is why the ANA has developed this workshop – to give you the proper insights into the client world. The key to making the sale depends on three things:

• The client must fully understand the work that has been presented
• The client must see that this work solves his/her/their problem
• The client must feel that the benefits of approving outweigh the risks

The onus is completely on the presenter to ensure that these things are done, and once he/she/they understand/s how to do it and master/s the technique, the chances of continued approvals increase exponentially. And who better to coach you than someone who has been both a “buyer” and a “seller” of ideas and deeply understands both advertiser and agency world?

In this highly interactive workshop, led by a 30-year veteran of Leo Burnett as well as brands like Unilever, SC Johnson, and Kellogg, agency personnel will learn a structure to both prepare the sale, and persuasively present great creative ideas. Using powerful insights into marketer behavior, and through a series of simple definitions, real examples, and a powerful tool, this workshop will enable participants to significantly improve their ability to sell creative work. This will professionally benefit the presenter and help the agency improve its creative reputation, profitability, and employee morale. As an added and very important benefit, all these techniques can be used in the context of a new business situation and will help increase the agency’s winning percentage.

Target Audience
This workshop is ideal for:

• Account Management Supervisors and Directors
• Planning Managers and Director
• Copywriters and Art Directors

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving pitch effectiveness, increasing workflow efficiencies, maximizing agency ROI, and improving employee alignment and satisfaction.

This workshop helps attendees improve pitch effectiveness by teaching them:

• To drive Client business and improve Agency reputation by selling better creative ideas

This workshop helps attendees to increase workflow efficiency by teaching them:

• To sell through ideas with fewer rounds of revisions, therefore improving the quality of the work
• How to get work through the client approval system more efficiently and play a leading role in making the Client/Agency team operate smoothly and productively
• To strengthen new business presentations by making the sale of the creative work more compelling
• To drive agency profitability through increased efficiencies and sales success

This workshop helps attendees improve employee’s alignment and satisfaction by teaching them:

• To Increase the hit rate of successful presentations
• To get clients to air better quality creative that they can feel proud of

Download the full agenda here