Selling Creative Ideas
The MAChINE™: Selling creative ideas workshop
There are several excellent reasons for selling creative ideas the first time they are presented. Failure to sell is dispiriting to the people who created the work. They struggle to work with the same enthusiasm the second or third time around. Failure to sell is expensive to business, because many head hours are spent working on version two and presenting again. Failure to sell can cost you your relationship with your client, who can believe you don’t get what he or she needs. What’s needed is a discipline that will ensure creative ideas are sold the first time, every time. What’s needed is the MAChINE.
Objectives: To improve an ad agency’s (or other creative services business) ability to sell its best creative ideas through a proven creative sales technique we call The MAChINE. Other objectives are to build staff morale, develop stronger partnerships between Account Management and Creative people, enhance the agency’s creative reputation and improve profitability by selling your best ideas the first time.
This selling creative ideas workshop includes:
- The importance of selling your best ideas
- Building trust at a company level: agency to client
- Establishing and using a personal relationship in selling
- How to ensure the client sees the creative is relevant to the target market (rather than to him/herself)
- Establishing criteria to judge creative in order to reduce client subjectivity
- Separating the Idea from the Execution
- Using The MAChINE approach to maximise your chances of selling great creative ideas
- Practice sessions with professional coaching for each person
Creative Theme: Machines (because the mnemonic for our proven sales technique is The MAChINE)
Duration: 2 days
Number of participants: Up to 12
Target: All Account Management and Creative people responsible for selling the agency’s creative product. Especially valuable for those with difficult clients. The workshop can be tailored to suit Media staff responsible for selling media ideas.