How to open an advertising agency

So if you have the organizational skills or sales skills, you will always have a chance to succeed in advertising sales. By selling advertising primarily meant to promote the sale of services in the market - from printing to promoutinga.

The necessary equipment for the establishment of an agency: you, your head and your communication. We must start with the links. Everything you need to do - to make a hundred business cards (200-300 rubles), compile a list of printers, media, large agencies and circumvent their feet. Need contract. Agreement will provide you with your profits - first 5-15 % of the transaction.

The second point - the legal entity. It is theoretically possible to transmit the transaction directly, but you will lose customers, not really tied them to his. Therefore, legal entity should be - the client will work with you and not with the printing press or newspaper. It is worth to stop and talk a little about the specifics of the advertising agency.

There is a difference in what you see on the TV screen and how the work develops an advertising agency in real life. It is possible that in Moscow or St. Petersburg ad agency job permanent holiday and consists of meetings - how to make the client's life sweeter. But in fact, an advertising agency today - is the home of Dr.. Doctors call when a patient is bad, or has the blues and boredom on the soul. Advertising agent is not so much engaged in the work of many listens to the contact person or the director.

Here are the specifics of such a personal attachment determines the customer is to you and not to products that you bring as a result of the agreement.

When you have accumulated in the hands of prices, the next stage - to develop a personal price list. With a little work with price sheets, you will notice that the price of something very different, even in the same segment. The reason for the difference: lack of competition, lack of awareness among producers of information about each other and customers of the existence of Manufacturers.

Based on the price of its potential suppliers you develop your average price. T. e. suppliers to sell at prices not! . To survive - perhaps. But to grow - never. You must provide a price list to its advantage to 20-30 %, with some jumps to 50 %. In this case you should be in the middle, between fiscal suppliers and manufacturers of large expensive. According to the experience - the majority of customers do not demand high quality, as manufacturers are not always expensive to provide. The client rarely to the touch and sight can be distinguished on the evidence cards and Disi -12, as seen in the displacement of a line of offset printing. And for you the difference of tens of percent.

Some people would think that it is cheating. nothing of the sort. In fact, the advertising agency, a la ' family doctor ' - is the agent of budget printers that are no less in demand in the market, but can not for various reasons, to allocate resources for the promotion of. Printing (or any other vendor ) sells only what can be. Advertising Agency is selling what the customer wants. This conceptual difference is crucial, when put to the choice of whom to collaborate. The supplier will be extremely customer vparivat their services, the agency - what the customer wants.

Exception - affiliated agencies, living in a huge discount from the same manufacturer. But they can rather be regarded as sales of the producer than an advertising agency.

So, the price worked out, legal entity registered. The next stage - the stage of sales. The primary set of customers - just spent an algorithm that does not undergo significant changes have the years of. The main driving force of the agency - it's agents. The main selling tool - the language. Major Appliances: Telephone and fax. Stock up on paper, you have time to break into this market.

Ideal if you are your own prodazhnik. But I, for example, the skill of the primary sales is minimal. I do not like to create a cold contact. So for me the best - find an agent on the side of. Top Agents - posledekretnye women. They have tremendous perseverance, mature, ready for any job, easily teachable. It is only in jokes moms - blunt, zamorochennye animals in children. In fact - they are the best sales agents on the ground. Better to just arrogant male students, but they are few and most likely, you, he is.

Prodazhnika scheme of work I described in the methods of selling. Summary: is a sample of enterprises, it is best to posegmentno. It is best to initially start with a medium quality (the potential customer can be a delicious, medium and unpromising ), leaving a tasty at the time of ripening of you and your agent, as prodazhnikov.

The first week or two - it is almost exclusively sending faxes and email. Rate your agent - 60-100 calls a day. During the week you have typed a critical mass of positive feedback due to. Commonplace due to the number can not be in a sample of at least one client that your services are needed.

Let's look at this situation from the client, if your fax did not go to a retreat, it competes with the next available price on the same service. The closest would be the same price or agency, or an expensive supplier. The proposal may also play a crucial. Customers who are dissatisfied with the quality of services previously provided - fully, and they always motivate to find the perfect provider of advertising (though it is the most dreary clients). So during cold exposure benefit your activity, perseverance, price and the promise of.

The next step - the meeting. It's a Ritual Russian. Before I ordered business cards, have a brain fuck advertising agent. You may be given the time you reach and show samples, telling about the rich features and low pricing. Above all, do not hesitate to. By the way, the samples must be natyrit from your suppliers in advance and in sufficient quantity to have something to keep the client. A potential customer is always pessimistic. Still - you do want to take money from him. I'll tell you the secret of how to reconfigure the client. You should immediately make it clear that the money you are not particularly interested in: You want to give the customer what he wants. And he will not fail, of course, to reward you for it ( according to the price ). Do not pick up, and give! .

At first, go to meetings together with an agent. First, it will give you an understanding of the behavior of the client. And secondly, when he says one or the other, there is an effect of perception gap. The client is forced to focus it on you, then the agent and as a result there is a gap, which is on a subconscious level, flow into whatever you say. Even your business - take advantage of this effect in its order. The agent is able to create a high level of this effect alone, jumping into a conversation with one thought to another - will follow the work of such an agent, and you'll understand what I mean.

Orders will be, in any case. If you keep the flow of calls to a specified level, even in a bad agent will be a sufficient number of orders that he not died of starvation. The question is how to increase profits. And here is where art begins.

You can increase your profits by combining orders. For example, having collected 24 orders for 100 cards, you can not raise the 10% and 50-60%. Or you can, with good flow, drop the price due to such orders.

You can raise more, taking the staff designer. In good time the design can bring up to one third of the total profits of the firm.

With good taste and rich skills can produce splitting of the order when the order depending on the desired qualities shared by suppliers and then going to have from you and given to the customer. You can thus create unique products, when the box or package makes one company, and its content ( Souvenirs ) - other. For example, we have done in the spring pads, printing the cover on a compilation circulation, the paper bought for yourself, cut in one printer, and sewed to the other. This gave the win to the hemorrhoids 100% profit.

Actually, these are the tricks and the ability to guess the wishes of our guests and make your name. Because the major manufacturers and advertising agencies do not want to zamarachivatsya and create new products and services. A small suppliers can not - pull down the liabilities.

A year later, you will earn a permanent array of clientele, and can reduce the heat on your fax. Of course, it will be necessary to attract new customers and. But with constant quality service - they will recommend you to do. In addition, if your work is really good, then the client will continue to grow, and you'll grow with them and increase their advertising budget. Do good to your client, and he will do well with you.

If you have any questions - ask and answer.

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