What the Producer Said to the Account Executive, The Fifth!

I’ve done stand up comedy; taught college, and pitched stories to Hollywood studios.

I say this, not to be impressive, but to impress upon you that I know something about meetings.

So, here’s what.  Five rules for your face-to-face meetings with Clients and potential Clients. Follow them and I guarantee you will be in command of any room.

Show up right on time.

This one sounds simple, but the psychology goes deep.  Your Clients are very busy people with schedules that are planned out at five-minute increments.  The last thing they need is some agency dude showing up fifteen minutes early. It pisses them off and makes them feel rushed, and you’re screwed.  (I don’t need to go into what happens when you’re late, do I?)  So, if you make great time through the tunnel, deal with it.  Give your Clients their time. That’s literally why god made Starbucks.

Compliments never hurt.

The first few minutes of any meeting are usually small talk.  Shit about the weather or whatever sports team you follow because you think your Client is going to be impressed…Blah.  Find something to compliment.  Clients are unique people. They are WAY into their companies.  My brother worked for Chevrolet for 30 years and every article of weekend clothing he owned had a Chevy logo on it.  So, if you can make a compliment about the office, or something on her desk, or the latest product launch, that will set a good tone for the meeting.

Keep the Canary alive.

In the old days, they kept Canaries in coalmines.  When the oxygen dropped, the birds would die and the miners knew it was time to get the fuck out.  You need to test the air periodically in your meetings. Whether it’s a new business presentation or presenting new creative, make sure you check in with your Client every 15 minutes to ensure things are going well.  This will keep you in control of the energy in the room.

Rise up, my people.

I am 6’ 2” and 225 pounds, which in the advertising world gives me a little bit of presence.  But that presence can’t be leveraged if I am sitting during an entire meeting.  If given the option of presenting from the front of the room or your seat, ALWAYS CHOOSE TO STAND.  Even if you are 5’ 5” you’ll tower over everyone. 

Hold that thought.

There are many stories from Hollywood of negative comments being made in the elevator or lobby of the studio after a pitch. These comments would later come back to bite them on the ass and sometimes kill a deal.  The same thing happens in our industry.  If you remember nothing, remember this.  When the meeting is over:  Say goodbye. Pack your stuff.  And don’t say a WORD until you are in the car. It's a small thing that may save your account some day.  So, you’re welcome!

Hopefully you’re reading this in Starbucks waiting for your Client meeting.

And, fade to black.