Understanding Account People

Understanding Account People

David keeps encountering clients who don’t appreciate how their account people actually contribute to their overall business, and Blair totally identifies with the traits that David describes.

2Bobs episode 44: “The Best Ways to Disrespect Account People”

WHAT ACCOUNT PEOPLE DO, IN BROAD STROKES:
  1. Pull necessary data from the client, even when it’s tough to get their cooperation.
  2. Sell recommendations back to them that are in their best interest.
  3. Lead the client. (Interesting fact: “strategy” is latin for “general” in army who leads.)
  4. Protect margins.
  5. Grow the account.
  6. Send the client to hell...and help them enjoy the trip (e.g., change orders).
  7. Read social signals and intervene before catastrophe strikes.
  8. Manage an account review, disputes, mistakes, etc.
  9. Follow client contacts to their next job.
  10. Keep ear to the ground as agency innovates client offerings.

PERSONALITY:
  • Goal is authority and prestige.
  • Judges others by their ability to verbalize and be flexible.
  • Overuses enthusiasm, selling ability, and optimism.
  • Fears boxed in environment without room to grow.

Episoder(220)

Myth of "I Just Need More Opportunities to Get in Front of Prospects"

Myth of "I Just Need More Opportunities to Get in Front of Prospects"

David draws a picture for Blair about the implications of this statement he hears almost all of his clients and prospects say about being able to close new business.

2 Des 202021min

Big Clients Vs Small Clients

Big Clients Vs Small Clients

Blair shares the tradeoffs creative firms have to deal with when pursuing firms of a particular size, and David gets Blair riled up again about procurement.

18 Nov 202036min

The Great Migration

The Great Migration

As agencies are trading their big city offices for working at home during the pandemic, Blair wants to know if David thinks he should get into real estate.

4 Nov 202029min

Foibles of an Executive Leadership Team

Foibles of an Executive Leadership Team

David thinks firms have too many meetings and offers some solutions, and Blair pushes back.

21 Okt 202029min

Transcending Timesheets

Transcending Timesheets

David torches Blair's highfalutin notions of timekeeping and offers four instances when timekeeping can actually be used without polluting your pricing.

7 Okt 202032min

How Our Deepest Fears Shape Our Approach to Business

How Our Deepest Fears Shape Our Approach to Business

David articulates five fears that tend to shape management style and impact decisions principals make for their firms.

23 Sep 202032min

Objections to Specialization

Objections to Specialization

In part two of their specialization conversation, David and Blair address six arguments they have heard from certain clients who toyed with the idea of broader positioning for their firms.

9 Sep 202030min

Do Generalists Really Triumph Over Specialists?

Do Generalists Really Triumph Over Specialists?

David and Blair have experienced a backlash against experts, expertise, and specialization thanks to David Epstein's book, and they disagree on whether or not it's worth reading.

26 Aug 202024min

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