Guest Column: Solve More, Sell More
In many cases, clients may not be able to answer these questions as they battle the daily (or more likely hourly) fire alarm bell in their marketing careers. Let's not forget the typical chief marketing officer only lasts in a job for about a year or two.
What I've discovered is that many clients appreciate the fact that you are watching their business, even when you are not getting paid to watch it. It tells them you are paying attention, and actually care, not only about their marketing success, but also about their careers.
When goals change or clients move to a new role, they will remember the people who gave them time and energy and good advice when they were being challenged. They will also value solution providers who want to see them succeed over the long term, not just when they are on retainer.
Immerse Yourself in Marketing
Finally, in order to sell more, you need to become a student of the media.
In my role, I am exposed to an incredible gamut of marketing solutions offerings and assets from within my own company. Everything from experiential events involving tens of thousands of women, to social media campaigns, to broadcast webisodes, to cutting-edge database marketing and analytics.
While the exposure is important, I also take time to immerse myself in how my clients and their competition are effectively using these and other offerings.
For example, I recently read how a company (and former client) was using a combination of social media and augmented reality to drive awareness for a new product campaign. I made myself walk through the experience as if I were a consumer. What about their efforts impressed me? How would I react if I were (and in this case I was) the target audience? What else might they have done to get me fully engaged?