The practice of listening

At Positive Brand, we are always learning. We’re learning about our client’s business. We’re learning about their market and their customers and their competitors. We have much to learn. Our clients have much to teach us. 

You’ve heard the old proverb: “The wise man remains silent while others consider him a fool. The fool opens his mouth and removes all doubt.” There is a time for talking and a time for listening. Too often, advertising professionals are doing the former when they should be doing the latter.

There is so much to be gained by listening closely to what the client knows they need. What they identify as their priorities. What they want you to do. There is so much to be lost by making quick assumptions simply so the agency’s agenda can be pushed ahead. It’s not unusual for other agencies to be mentally rehearsing their pitch while their client is explaining their needs.

Our approach to account service is defined by our search for the truth. And our path to the truth always begins by understanding our client’s perspective first. We are committed to balancing opinions with facts, subjectivity with objectivity, and assumptions with data.

The most significant attributes that define our service to clients is the way we listen and the way we learn. When an agency develops a campaign for a client based on subjective opinions about the customer, they risk everything. There is no replacement for genuine insights into human behavior. Insights are the necessary building blocks for any successful strategy.

In her book “The 7 Powers of Questions”, Dorothy Leeds suggests that every time we speak, we have two options: Make a statement or ask a question. Which option do you think is more likely to lead to a valuable insight? If you want to be a good listener, learn to become a good interviewer.

Not long ago, we surveyed our LinkedIn network. We wanted to know what ad agencies could do to improve their services. Here are some of their comments.

“That’s an easy one… be proactive listeners.” — VP, Director of Account Service

“One thing agencies need to do better is listen; not only to their clients, but to the customer.” — Creative Director

“I think the one things agencies need to do better is to LISTEN. Always make sure you know exactly what the client, or prospect, wants and needs. Sell to their needs, not simply to your strengths.” — Agency Principal

“Agencies could spend more time listening to the end user and trying to align the business objectives for an online property with the goals of the end user.” — Senior Developer

“LISTEN to their clients more.” — Director of Recruiting & Marketing

“Listen carefully to the real goal of the assignment (not just the surface nature of the work) and then provide clear strategic thinking back to the client to reinforce why you are doing what you are doing to meet that fundamental/core goal.” — CEO

Talk to us today and tell us how Positive Brand can work with you in moving your business in a positive direction. We’re ready to listen.