Know the Industry, Know the Product, and Know the Service.

By: Bernardo Berndsen

For anyone in the communication industry weather you’re an account person or a strategic planner you need to know the industry, product and service you’re working with.  Even though this seems elementary many marketers over look these aspects. Knowing your audience and clients are not only useful to Ad people and marketer but small business owners; and almost any industry will be able to benefit from better understanding of their consumers.

Why?

From an account managing view it is best to know not only the company’s direction but also the industry in which it operates. You might be asking me “why would an account manager need to understand the industry?” When you trying to acquire an account you need to be able to relate with your client and gain their trust and belief that your agencies is who they should select. When clients meet to view a new proposal they want you to understand who they are and what they stand for. Same goes for their products or services. If an manager of the account can relate to their industry this will relieve them of any reservations that your don’t understand how you will be able to provide for their needs properly. Which brings me to you client’s needs; by understanding their ins and outs you’ll be able to communicate on their level. You’ll become one of them and by doing so you’ll better understand their needs and fully and pass their expectation. Knowing their information can even help make your job easier, it will help you ask the better questions to trigger the right strategy to implement.

At the end it’s a win, win for everyone, your clients get better then what was expected work and you understand how to communicate better. Not only will you produce better work and learn how to communicate better but it will also bring your clients and their consumers together. It will bring more sales and more profit and most importantly you’ll gain the business and great reputation from your client. That at the end will gain you more referrals and will make you a better communicator. So get to know the industry, products and service it will make your job better!