Wade Kingsley of The Ideas Business joins to cover off this very important topic.
As media salespeople we need to constantly bring fresh and innovative concepts to our clients and agency partners. Although we can all recognise a good idea when we see one, the ability to actually sell an idea is its own unique skillset which requires time and patience to master.
Wade covers off the most common barriers to correctly articulating an idea to a client, how to define creative parameters on a brief, why the story of how you arrived at the idea is equally as important as the idea itself; and ultimately why the “challenge” and “approach” must be agreed to before an idea can be shared.
Audio Quality: recorded remotely during COVID-19 lockdown