» How to inspire and convince your clients
that your work will captivate their customers.
The “Selling Your
Work ” training is the only one of
its kind in the US today. It is the most requested professional
development training seminar offered by the American
Association of Advertising Agencies. This
Workshop places Emphasis on teaching agency executives to:
» Substantially
improve the success rate of selling creative the first
time round;
» Dramatically
improve a client's trust in the agency's creative expertise
and judgment;
» Learn
over 15 specific techniques to sell an idea to a client in
under 60 seconds.
There
is no other program of its kind on the market today. Since
1996, the A.A.A.A. has retained Toni Louw
to deliver his one day Selling Creative seminar to their
membership over 12 times a year and it has become ranked
as the number one attended and evaluated workshop offered
by the A.A.A.A., with an average of 50
participants per session.
The
essence of the training consists of understanding what
makes for brilliant creative and then how to articulate
it persuasively.
» Selling The Creative Ideas
Skills:
›
Theatrics and its role in selling creative ideas;
› How to sell creative ideas versus executional ideas;
› Handling Groups;
› Stage Presence;
› Addressing Stage Fright;
› Techniques for making creative ideas come to life
for a marketing audience.
» Barriers to accepting
things that are out of the box:
› Developing
impactful openings to a creative presentation;
› Understanding
and being able to apply the two critical barriers to buying "risky" ideas;
› How
to get an audience to listen and agree and then move into
action;
› How
to engage the audience as part of the process of them buying
the ideas and work;
› Techniques
for "Blueprinting" the creative presentation;
› How
to best present creative as a team;
› How
to handle the typical objections of "want my logo bigger" or "Change
the red to black" etc.
» Creative Mediums
and their techniques:
› Presenting storyboards;
› Presenting print;
› Presenting outdoors;
› Presenting promotions both in and out of store;
› Presenting creative on the internet;
› Presenting any type of idea or creative work remotely.
» Questions and Objections:
› How not to handle;
› Techniques that satisfy the questioner;
› Techniques for thinking quickly on one's feet;
› Techniques for turning negatives into positives;
› Maintaining credibility;
› Keeping the peace.
Contact
Louws about this workshop.
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