DIARY: Ice to Eskimos - Ad chief takes on PR role and secures pounds 12,000 deal

How do you entice a client who’s a tad pissed off with your publication? This was the question recently faced by Chris Pitchford, group advertisement manager of Haymarket Publishing’s Marketing Direct.

How do you entice a client who’s a tad pissed off with your

publication? This was the question recently faced by Chris Pitchford,

group advertisement manager of Haymarket Publishing’s Marketing

Direct.



Pitchford made an appointment to see Alison Petrash, marketing director

of Braywood Fulfilment, after she had sent a lengthy e-mail to his boss

suggesting that the magazine was not giving her company the kind of

attention it deserved.



Pitchford walked into the room expecting a rough ride - and walked out

with a 12 grand supplement under his belt. So how was it done?



Pitchford explained: ’You have to address the client’s concerns

first.



Apologise, take it on the chin and smile, while discussing ways of

resolving the problem. You should be professional, but a few light-

hearted comments to defuse any tension aren’t necessarily out of

place.’



Whatever Pitchford’s technique, it certainly worked. On top of the deal,

Petrash’s next e-mail was full of praise for our hero’s professionalism.



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