Are you hungry for good relationships? 🌭 Exchanges between agency et advertiser are not always obvious. And for good reason! Misunderstandings, miscommunication, and a lack of information sharing are just some of the problems that can plague communicators who collaborate with each other. What communicator hasn't faced this challenge? But we must never forget that we are all part of one big family. 🙌 So is there a miracle cure to reconcile communication professionals? Well, yes: the sandwich method!
Pauline Simard, team contributor We Are COM presents the "Sandwich" method, or how to evolve through positivism, for communicators in agencies. This relational method promotes optimism and good humor. Since criticism and reproaches have never been fruitful, let's now focus on compliments and positive concessions. 🍴 Put on your apron, let's get started with the "sandwich" recipe.
The Sandwich Method
1 - Empathy 😌
Listening to the needs of your audience is essential. First, clearly define the objectives, the target audience, and above all, put yourself in the advertiser's shoes. It is crucial for an agency to analyze its client's requirements very precisely, and for that, nothing is better than knowing how to show empathy. Diligent monitoring of the advertiser can only be beneficial. Closely follow developments in the economic and social context, while also keeping an eye on the state of the macroeconomy and new innovations. To ensure you don't miss anything, feel free to set up email alerts on the relations that you consult.
While customer monitoring is crucial, it's equally essential to monitor their competitors. To ensure nothing is overlooked, you need to cultivate a 360° curiosity. Empathy goes beyond simply listening, observing, and analyzing. Being empathetic is first and foremost about remembering! Take notes, make flashcards.Never forget that the main objective of a collaboration also lies in the time savings you will be able to offer your client, thanks to a proactive approach.
You need to demonstrate 360° curiosity
2 – Trust 🙏
By adopting this listening approach, you will create a unique relationship of trust, essential to the smooth functioning of the entire relationship. This also allows you to ask questions without fear and to learn about the product, the competition, production methods, etc. The traditional vertical “client/service provider” relationship must be avoided at all costs. Furthermore, the word “service provider” should be immediately banished from your vocabulary.
The relationship must be linear, with exchanges occurring between communicators with complementary skills and experience. It is precisely this cross-functionality that enables a project to be successfully completed!
The word “service provider” should be immediately banned from your vocabulary.
3 – Kindness ????
One must certainly be strong in conviction and persuasion! However It is essential to humbly welcome all opinions and remarks, whatever they may be. If reaching an agreement between the two parties seems difficult, consider proposing an alternative. A recommendation is always better than a "no." The agency has a duty to provide kind and informed advice. Asserting oneself does not mean being radical or aggressive in one's statements. Asserting oneself means first and foremost taking responsibility for one's positions, and being skilled enough to qualify and argue them, the only conditions for their realization.
A recommendation is always better than a "no".
4 – Respect 💪
Everyone has their role, everyone has their place! Never forget that a project is made possible by a team. The “client/agency” model must invariably be based on respect for the other party. Remaining cordial and friendly will always be more effective than being negative and having misplaced criticism.
Proactivity will always pay off! So have a sense of customer service, take a real and fundamental interest in their objectives, in order to be able to present them with the most relevant recommendations. Co-creation increases collective intelligence and thus optimizes the final achievement.
Co-creation increases collective intelligence
Let's summarize the sandwich method.
The "Sandwich" method aims to develop positive and direct communication based on mutual trust. Avoid simply saying "yes" or "no." A solution that satisfies everyone must be found differently. Always remain clear, direct, and concise in your requests and recommendations. Most of the time, a quick phone call is better than a long chain of emails. To see things from a different perspective, nothing is more effective than putting yourself in the other person's shoes for a few moments. 👌
Communicator, advocate of self-improvement and personal development
