Client Jiu Jitsu: Understanding, Influencing, and Selling to Marketers (101) (Half Day)

Account Management Mastery Program 101
(Half-Day Workshop)

Workshop Description
Few agency people have had the opportunity to work on the Client side and so do not fully understand how they think and act, and why they behave the way they do. This unfortunately leads to misconceptions about marketers "not getting it" or not "being brave". Because clients ultimately hold the decision-making power, it can be useful to borrow a principle from jiu jitsu: instead of resisting force with force, you redirect momentum. In this workshop, you will learn approaches to align with the client's priorities, pressures, and goals, and how to use that as a "force" to guide conversations, build trust, and achieve the desired creative outcomes.

In this highly interactive presentation, led by a 30-year veteran of Leo Burnett as well as brands like Unilever, SC Johnson, and Kellogg, the agency team will get a peek into how things work in "client world." The moderator will use marketer profiles, behind-the-scenes examples, proven persuasion techniques, and facilitated discussion to help agency professionals decode marketer behavior and sharpen their ability to influence and sell.

This is the first installment in the ANA's four-part series "Account Management Mastery Program," designed to equip agency professionals with the strategic, creative, and client-facing skills essential for driving growth and delivering standout work. Participants gain hands-on experience in decoding client behavior, inspiring creativity, uncovering insights, and selling bold ideas.

Who is this workshop for?
This workshop is ideal for:

• Account Management
• Planners
• Creatives

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of agency growth: improving the percentage of approved proposals, increasing process efficiencies, improving agency credibility, and improving employee alignment and satisfaction.

This workshop helps attendees improve the percentage of approved proposals by providing coaching on:

• How to influence and shape client thinking
• How to apply persuasion principles to improve client buy-in

This workshop helps attendees to increase process efficiency by providing coaching on:

• How to get more approvals with less re-work
• How to better understand and communicate with clients

This workshop helps attendees improve agency credibility by providing coaching on:

• How to use influence and persuasion to lead client thinking
• How to leverage knowledge of client pressures and priorities to present higher added value proposals

This workshop helps attendees improve employee alignment and satisfaction by providing coaching on:

• How to effectively obtain approvals with fewer rejections and less re-work
• How to understand client pressures and priorities and better represent

Download the Full Agenda Here