Simon Veksner: Do you talk too much?
August 3 2015, 10:54 am | | 1 Comment
By Simon Veksner
Creative Partner, DDB Sydney
One of the biggest blunders I have seen ad agency people make – again and again, over the years – is to spend 55 minutes of a one-hour presentation, talking.
The result of course is that the most crucial part of the meeting, the back-and-forth, is severely curtailed.
We do it because we think we’re selling something, rather than working collaboratively with the Client to solve their marketing problems. We do it because we train people to ‘present’ not to listen. We do it because we hire extroverts, performers, and egotists. READ ON…
1 Comment
Many years ago a colleague and I would get prospects in for a credentials presentation. After settling them in we would sit and smile at them. Most people hate silence so they would start to talk. Usually the first thing they said was “we’re not here because we are unhappy with our agency” – we stayed silent, and then they told us why they were unhappy with their agency. When they finished we told them how unlike their agency we were. It was like shooting fish in a barrel.