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1、AE是什么?AE是什么？WhatisAE?Advertising,consultingandotherprofessionalcompanies,thereisajobcalledAE.TheresponsibilityofAEistonegotiate,liaise,proposeandcollectaccountswithclients,andtoformulatepolicies,coordinateresources,distributeworkandsupervisetheprocess.Therefore,arealAE,notaspullbusinesssalesmansosim
2、ple,heshouldbefani1iarwiththesales,marketresearch,professionalknowledgeofplanning,design,production,mediaandsoon,alsohavecertaindegreeofinterpersonalability.Whatdoyouhaveinmind?Whenitcomestoasking,1thinkofasmallthing.OnceIwasgoingsomewhereonabusinesstrip,andafriendaskedmetobuyhimashirt.Afterfinishin
3、gthework,thinkofafriend,Sexhortationstothestore,inthefaceofhundredsofshirts,foundproblems:Whatkindofshirtdofriendsneed?Cotton,polyester,wool,siIkormixedmaterials?Doyoulikered,green,yelloworcolorful?Expensivebrandnamesoreconomicalones?WhatshouldIdo?Originallyaverysimplelittlething,becausethelackofthe
4、necessarypremise-requirements,sothatpeopleareinthehandsofnowhere.1calltoaskfriends,askhimwhatlovestyles,colorsandprices?Butmyfriendsdon,tknowwhatyouwant,hepolitelysaidtome:you1ookatit!Go!NopriceIcanonlybuyshirtsformyownjudgement.sforwhetherfriends1ikeit,it,sonlybychance.Fortunately,thisisjustashirt,
5、evenifthefriendisnotsatisfiedwiththrowing,theproblemisnotbig.However,ifyoumeetacustomer,asWClIasmyfriendsingeneral,thenyouhavetofaceisnotashirt,ofteninvolvingthedevelopmentofenterpriseshavesignificantrelationswiththeimplementationoftheplanningprogramandprogram.Asamatteroffact,thiskindofcustomerIveme
6、t,andnotjustonce.Whentheyentrustuswithplanning,theyoftendonothavespecifierequirementsormakenospecificdemands-justlikemyfriend.WhenIworkedinanadvertisingcompany,Ireceivedacal1fromanoldclientandaskedmetoadvertiseforhisnewproduct.Hurryupandhelpmeoutwithanadvertisement!andhurriedlyhungupthephone.Iknowhe
7、istheboss,busybusiness,cannotbeartodisturb.ButIdontseetheproduct,Idontknowthemarket,andIdon,tknowwhattherequirementsareHeknowsnothingabouttherestoftheworldexceptthathewantsanadvertisement.Howdoyougetout?It,ssoeasytocallthebossandaskquestions.Thebossthoughtforamoment:thisrequest,itwillbelikedelicious
8、likethataditAndfinalIyadded,Ibclieveinyourstrength.Thiscasecomesoulwithoriginality,itseffectiveness,needlesstosay,thecustomer,evenmyself.Thiskindofcustomergenerallyexiststhreeproblems:first,tooneselfneedwhatisnotveryclear;two,fromthisdonotknowwhattoputforwardrequirements;three,theprofessionalcompany
9、hasblindexpectations.Customersdon,tknow.Itdoesn,tmatter.Professionalcompaniescanhelpcustomerssortoutproblemsanddefineproblems.Howdoyouserveyourcustomersifyoudontknowyourowncompany?Therefore,Ialwayswanttoaskmyselfwhetherthecustomer,sdemandisclear,whethertherequirementisclear,whethertheinformationissu
10、fficient,whethertheresourcesareinplace,thegoalisreasonable,etc.Tomakeclearthisseriesofproblems,wemustrelyonprofessionalcompaniesandcustomerstoconductgoodcommunicationwitheachother.Aprofessionalcompanyshouldhaveacompetentpersonwhoissolelyresponsibleforcommunicatingwiththecustomer,whoisAE.Whatistwoand
11、?E?I,veseenapassagewrittenbyDavidOgiIvie,anadvertisingguru:Notlongago,Ioverheardtheconversationbetweentwopassengersonmyplane.That,Swhattheysaid:Whatkindofworkdoyoudo?I,mAEintheadvertisingagency.Accountant(accountant)?No!.Doyouwriteadvertisements?No!.Sowhowrotetheads?Author.Thisjobmustbeveryinteresti
12、ng.It,snoteasy.Wedoalotofresearch.Didyoudotheresearch?No,wehaveinvestigatorsincharge.Thenyousei1advertisingtothecustomer?No,it,Sanauthor.Doyouneedtofindnewclientsforthecompany?That,snotmybusiness.Excusemeforbeingsorude-whatexac11yisyourjob?I,mamarketingman.Doyoudomarketingforyourclients?No,theydoitb
13、ythemselves.Areyouamanagement?No,butsoon.TheAmericancompany,actuallycannotsayexactlywhatEreallysomeshame.PerhapstheAmericanAEisconceptuallydifferentfromwhatwecallE.InChina,ifsomeoneasks,generallyspeaking,businessmanagerisok.ButifyouwanttoclearlyexplainE,itmaybealotoftrouble.EccountExecutiveoriginall
14、ycalleddomesticcustomermanagerorbusinessmanager,andsomesimplycalledsalesman.TheresponsibilityofAEistonegotiate,liaise,proposeandcolledaccountswithclients,andtoformulatepolicies,coordinateresources,distributeworkandsupervisetheprocess.Asaresult,arealEisnotassimpleasasalesman.Heshouldbefamiliarwiththe
15、sales,marketresearch,professionalknowledgeofplanning,design,production,mediaandsoon,alsohavecertaindegreeofinterpersonalabi1ity.(1)accuratejudgementandreasonablesuggestion;GoodanalyticalandjudgmentabiIityisthequalityofAE.Whencustomersofprofessionalfirmshaveunrealisticexpectationsorexcessivedemands,E
16、,weshouldconsider,whetherthetwosideshavetheappropriateresources,suchas:theproductiscompetitive?Themarketsituationisgood?Howmuchsupporttoprovidecustomers?Thereisnosuchabilityandmanpowerandsoon?.AEtounderstandthesituationofcustomers,andcustomersareinsearchofprofessionalfirms,thenthetwosideswillcontinu
17、etheprocessofcontact,isaprofessionalcompanywithcustomerstoestablishcommonintentioncommunication.Inthecommunicationisunderstood:ditchreferstoaditchapart,formingaofthestatusquo：extendedtobothsideshavedifferentideas,opinions,suchasthegenerationgap;throughthetwoareconnected,interoperability,mutualunders
18、tandingandrecognitionofmeans.Ductocustomerandprofessionalpositions,companybackground,industryandculture,concepthasdifferentcharacteristics,theviewsofthingswi11inevitablyexistcertaindifferences,thinkingwaysandmayevenbeopposite.Therefore,AEandcustomercommunication,istoreachaconsensusonaproblem.Speakin
19、gofcommunication,manypeoplewillunderstand:itistoUSethegab,toimpressclients,tobusinessand.Admittedly,pullbusinessisamajorpartofAESwork,butit,Snotjust37ortwenty-onethatcanpullitintobusiness.realEcandeterminewhatkindofbusinesscandoandwhatkindofbusinesscannotbedone.Knowcustomerinputwillbeerected,butalso
20、toencouragecustomerinput,as1ongastheypulledintothebusiness,makingmoneyontheline,suchasE,obviouslythereisnooccupationethics.Becauseeachinputdecisionofthecustomerisofgreatimportance,itwilldirectlyaffecttheefficiencyoftheenterprise,andevenaffectthesurvivaloftheenterprise.Thisisbynomeansatrivialthingtob
21、uyashirt.Conversely,thelossofthecustomerwi1alsodamagethereputationoftheprofessionalcompany.Nowmanycustomers,andprofessionalcompaniesbeforecooperation,oftentothecompany,Scustomerstoinquireaboutthesituation.Therefore,Ecannotjustforthesakeofbusiness,regardlessoftheinterestsofcustomers;notbecauseofimmed
22、iateinterests,anddamagetheircompany,Sreputation.ThisisaqualifiedAEshouldhaveprofessionalqualities.Somecustomersmaybeduetodifferencesininformation,experience,andprofessionalopinionsleadtodiscrimination,orhaveunrealisticexpectations,thistime,AEistheuseofprofessionalknowledgeandexperience,reasonableexp
23、lanation,andputforwardreasonablesuggestions.Withthecustomer,Sopinion,goingtothesamestoreiscertainlythebestpolicy,butitinvolvessomefundamentalproblems,butitshouldbeexplainedfrankly.Becauseoffearoflostsingleandgiveupcommunicationagain,thesamedidnotdothedutyAEshouldoEarlylastyear,acompanyonthecoastofZh
24、ejiangneededproductplanning.TheyproduceteabeverageslocalIyandinWenzhou,withannualsalesofaboutfortymillion.Thishasbeensubstantiaforasmallprivateenterprise.Bossyoungandsmart,veryambitious,decidedtoattacktheHangzhoumarketinthesummer,plansayearofadvertisinginvestmentisonemillion,andstrivetostartHangzhou
25、,drivenbytheprovince.Asamatterofexperience,Idon,tthinkitistobedone.Al1theprincesoftheHangzhoumarketisahot1ycontestedspot,agreatreputationinthefaceofdomesticcompetitors,worthofinvestment,isprobablyindashuipiao.Undersuchresources,I,mafraidthereisnopossibi1ityofsettingoffHangzhou,Drivetheprovinceprogra
26、mto.Reportconfirmedmyhunch.Especiallyinthepathway,severaldealersinHangzhouofseveralnewproductswithoutinterest,productsshouldbeonthecounterisverydifficult.Totheboss,Ssuggestionis:stayinHangzhou,focusontheexistingmarket;goodsupportfortheexistingmarketdealers,andworktodofine,doathorough,steadybeat,stea
27、dy,andmaintainsteadyincreaseinsales.IfIcomeupwithanagreementwithmyboss,thenhisoriginalexpectationsandgoalswillchange,andthecontentoftheprojectwillbecompletelydifferent.Mypointofviewhasbeenclearlyexpressed,andthereisnoornorighttointerferewithwhetherornotheagreesormakesthefinaldecision.Sometimes,bothsidesdisagreeandfai1toagree,oftenleadingtoafailureofcooperation.Butifonlyforthebusinesstodo,andacceptthecustomer,sexorbitantorunreasonablerequirements,thefinalpaymentisnotjustalittlefrustration,itssosimple.
