Advertising Agencies Looking for ‘Closers’ = Big Mistake Business News | August 24, 2010 | By Aaron Schoenberger

Another hot night in Los Angeles with temperatures in the triple digits, and I decided to take it easy and research fellow Los Angeles advertising agencies and see what they’re up to. While doing so, I noticed a very interesting trend that I feel compelled to share.

Part of my covert competitor research operation, during which I wore a cape and sunglasses, included browsing job boards to see what positions are available at local ad agencies. After about an hour of research one thing caught my eye: Many Los Angeles advertising agencies are seeking “closers” to land new projects for the business. Given the fact that the economy is still in the toilet, such desires are understandable. But, they’re a fatal error and I’ll tell you why.

As I have stated many times before, my motto is “The best way to make sales is to not make sales at all.” In other words, don’t push sales on potential clients and use closers to get the job done. This is a pushy, corny, ineffective sales method and I am sad to see ad agencies engaging in such practices. Toss sales out the window and provide potential clients with information so they can make a decision that best fits their wants and needs. The last thing I would ever want to do is corner a potential client and make them feel obligated, forced or tricked to go with my company. Not too kosher.

Check yo’ self before you wreck yo’ self… I have to leave you with that. An oldy but goody.

Aaron Schoenberger
The Brainchild Group



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