The Art & Science of Account Management, With Peter Levitan
The Agency Profit Podcast
00:00
How to Communicate Effectively With Clients
The key to an account manager being effective at balancing the interests of clients and communicating that into the agency in a healthy way is clearly having a clear scope document. The core issue is scope creep where you start out by doing xyz and all of a sudden they want ABC. I am one of my great metaphors for pricing is is a dry cleaner we just witnessed something absolutely absurd which is kurig dr. Pepper asking their agency to work for free for a year. That story was mind-blowing okay so we're talking about a giant company now how does a 26 year old AE type respond to that?
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