Suggestions for inward-oriented employees to advertise

Guide: When money, manpower and work are at a disadvantage, customers are the key to selling this complex, large machine. Therefore, effective customer communication is not one of the choices, but a necessary condition for making creative work better.

Since entering the advertising industry, for those who are introverted, some things are more careful than communicating with customers. Endless project management, negotiation, and pleasing those who "pay your wages" have a point of disgust-confrontation, gossip, and most importantly, someone directing you to do things. The feeling of losing control was helpless.

But in fact, when money, manpower and work are at a disadvantage, customers are the key to selling the big, complex machine. Therefore, effective customer communication is not one of the choices, but a necessary condition for making creative work better.

But I firmly believe that for those who are extroverted, customer communication is a headache. But extroverts are good at not putting their frustrations and nonsense at heart. If you take these things to heart, you will feel discouraged and frustrated in the process.

"Customer is also a person" is a good attitude, but I found that it is a good communication with customers is a completely ineffective psychological mode. So for those who are introverted, I have an alternative. Read, think, see if you can "love" your customers a little more.

Starting with political theory sounds a little strange, but I believe this is the basic perspective of communication with clients.

In political theory, the best interpretation of "realism" is: "existence is reasonable." ”

Unlike "liberalism" as an ideal guide to action, Realism believes that, given the opportunity, different actors (at the political level, the national level) will use others for their own benefit. So in the end, it's not about ideology-it's about who has the biggest power. Who is weaker and who can help them when they do something.

When the introverted people consider the customer relationship, always feel that the customer is obviously the "strong", to give others the opportunity to account for those weaker party B's cheap. They're always "paying"-which means we have to listen to them, and they let us do whatever they want. When encountering a very annoying customer, in addition to these very practical motivation, there is only an introvert party B to their customers disgust.

But introverts are best able to understand real customer relationships: "Do as I say, or I will die!"

There is no doubt that the customer's requirements are always exhausted, but in the end, if you refuse the customer's request, their face will be pulled down. That's it, no exception.

This applies to all levels of customers and to all levels of advertising companies. All creative work-advertising, newsletters, event chronology, everything. But it's no exaggeration to say that customers leave you, they can not do advertising.

So when they start "AO" (they love to use it), I believe this is an opportunity for the advertising company to kicked. At least in the short term can give customers a bit of a hard time. But in the long run, customers will fire such advertising companies, but if they do not do what they want now, they will immediately pull down their faces.

As an introvert, I suggest you do the following two:

First of all, it is best never to try to "bite" the customer.

Really--never. You have to do everything you can to make a plan that you and your clients are both satisfied with. Conflict should not be personal, you should always remind customers that when you say "no" you don't dislike him, but because it affects what he wants--better solutions, less investment, longer customer stickiness, and so on. Only if you really need a bite. If you keep biting, it will only make your job harder--it makes you look less straight.

Second, always, forever, always remember that you have the right to "bite".

Whenever you have a legitimate reason to say "No, I won't do it", customers have only 2 choices (in the short term): 1. Step back; 2. complain to your superiors. If he chooses 2, I hope that the advertising agency you work for will be strong enough for your boss and his superiors to be on your side.

Even if you never "bite", keep the right to do so. This will change the customer's perception of you.

A few years ago, I was making a plan for a particularly tricky client. For some reason, he was always dissatisfied, but I firmly believe that for the brand, that is right. I listened to his ideas and blended some of them in (after all he had some good ideas), but in the end I didn't want to change those core elements. It's been going on for two months until I finally (euphemistically) say that I'm not going to make any changes (I've listed a list of reasons for him) and I won't change it, no matter how you complain.

You decide.

At this time, for customers, is not "I better than you, so you have to do as I say."

Instead, "Do as I say (Modify the plan)" or "I'll kill myself (I can't do It)".

It doesn't matter to me, suicide is suicide.

In fact, introverts don't really lose control of things. Remember, customers are more than just people who give us money, they need our help. Most of them are "ordinary people" who are under great pressure and are under the control of others (such as party a company) because they cannot do it by their own power. Perhaps the most important thing is that they are also worthy of our learning to love.