Business Etiquette CNBAM Sample Dress Code As a newspaper account executive, you need to dress as a professional while working for the newspaper. What you wear influences how you are seen by advertising clients. Men should wear dress shirts or polostyle shirts and dress pants; women should wear skirts or dress pants with appropriate tops. A newspaper polo-style shirt is also acceptable. This means that T-shirts, gym shorts, sweats, revealing shirts, flip-flops, tank tops, and caps are not to be worn while seeing clients. Each school has its own policy for appropriate business attire, but the general rule is to dress professionally. A SUIT IS ALWAYS APPROPRIATE FOR BUSINESS MEETINGS.
ACCEPTABLE
NOT ACCEPTABLE
MEN Dress shirts Khaki pants Slacks Ties Dress shoes
MEN Sleeveless T-shirts Jeans Gym shorts Caps Tennis shoes
WOMEN Dress pants Heels/Dress shoes Skirts Dress shirts Dresses
WOMEN Shorts Tennis shoes Jeans Tank tops See-through clothes
35
Business Etiquette CNBAM Customer Service Tips
Say Goodbye to Business Casual
72%
of customers prefer to deal with sales or marketers wearing a business suit. www.tradeshowresearch.com
1. Deliver your newspaper to your client every time you visit them. 2. If your newspaper does a positive news story on one of your advertisers make sure to share it with them via fax, mail or in person. Also provide them with articles related to their business or industry. 3. Send thank-you cards or letters to your clients. 4. Return calls and emails promptly. 5. Keep your appointments. 6. Know your advertisers by name and use their names often in conversation. 7. Repeat the information back to the advertiser to verify you have the correct information. 8. Make an effort to know about your advertiser’s business. 9. Make personal visits to your advertiser on a regular basis. 10. Get personal with your advertisers. Find out their personal interests. 11. Make sure your advertiser always sees and signs off on a proof. 12. Solicit your advertiser’s business. Tell your friends about their specials. 13. Stay organized for your advertiser. 14. Share success stories of other advertisers with your advertisers. 15. Ask them if their ads are working and suggest ways for them to improve the effectiveness of their ads. 16. Sell long-term. Always mention repeat rates and agreements. 17. Always be pleasant to your advertiser. 18. Always follow up with your potential advertisers once you have sent out a media kit. 19. Confirm with your advertisers that they received the information that you have faxed, emailed, or mailed out. 20. Have spec ads designed for your advertisers (even if they are regular customers). 21. When speaking to a client on the phone, first ask how they are doing. 22. If your client acts like they are in a rush, ask them if it would be better to call or visit him/her later. Never call a restaurant during lunch hour or a bar during happy hour! University of South Florida staff
36
Business Etiquette CNBAM Email Etiquette Email is an integral part of today’s communications. The key in using email at work is to remember that this is a professional form of communication. Respond to every email in a timely manner. All emails should be answered within 24 hours. Be selective with recipients. Use CC and BCC as needed. Subject field. Always include a subject. Be specific. Many people decide whether or not to open an email by the subject field. Address the recipient with a formal salutation. After a relationship has been established you may address the recipient as they request. Treat your email as you would any business letter. Use short paragraphs or bulleted lists. Keep the email to one page, no scrolling necessary. Limit yourself to one topic in order to avoid confusion. Specify any action needed and include a deadline. Create a signature that includes your phone number. ALWAYS read the email before hitting the “send” button. Is the message clear? Are there typos or grammatical errors? Is the attachment attached?
Email Pitfalls Emails are not confidential documents and can be forwarded to anyone. If you wouldn’t want your boss or your mother to read it, don’t include it. Don’t use text message shortcuts, inappropriate language, or emoticons in your emails. Avoid ALL CAPS or all lowercase letters. If your topic is complex or is emotional, use the phone. Make sure the recipient has compatible software to open attachments.
37
`
Business Etiquette
CNBAM Phone and Messages Phone: The phone is an integral part of every salesperson’s job. In general, always treat the phone as an extension of a face-to-face meeting. Be professional, and remember your “smile” – people can hear the smile in your voice when you are on the phone. An example of a phone greeting – “Good afternoon, advertising office, this is Jeannie, may I help you?” Taking messages: Because you will be taking messages from clients for others in the office, be very specific when leaving messages. Include the clients’ name, business name, and phone number to make it easier for the ad rep to return the call. If the client requires immediate action, note on your message what you have done to help the client. Be sure to include the time, date, and your initials on the message.
“Consumers are statistics. Customers are people”. Stanley Marcus
Leaving Messages: Plan ahead. Anticipate leaving a message for the person you are trying to reach. This message might be left with a secretary or receptionist, or you may be leaving a voice mail message. If you reach a secretary, remember to be polite to this person. This person is the “gatekeeper” for the person you are trying to reach. She may determine whether or not your client returns your call. When you leave a message, be specific. Spell your name and give your phone number slowly. If you are directed to voice mail, here are a few tips: • Identify yourself and the name of your paper. • State the reason for your call – upcoming special section, need approval for ad, etc. • Give the client a reason to call back – deadlines. • Tell your client how to reach you, and the times you can be reached. Let them know you will call back if you don’t hear from them – then follow up. • Leave your number, speaking slowly and clearly. Your voice naturally drops at the end of a sentence, so make an effort not to drop off the end of your number. Repeat the number and your name at least twice.
38
Business Etiquette CNBAM Business Letters Tips for Making a Good Impression with Letters Use letterhead stationery to establish a professional image. Your business stationary identifies you immediately and, over the long run, builds a consistent, professional image on your behalf. Do not use a form letter to follow up a personal call. Once you have spoken to a client, you have initiated a relationship. Whether you are following up on a phone call or a visit, send a personal note. Personalize letters. Always address your letters to an individual. Never send a letter “To whom it may concern…” Get a name and use it! Use the prospect’s name in the body of the letter. This adds warmth, directness and additional personalization. Use a strong introductory sentence. Every business letter should begin with a statement that gets the client’s attention. Let the client know what to expect next. Usually a phone call or an appointment is the next step. Get directly to your point. Business people are busy. Don’t let your letter be “fluffy”. Edit carefully. Don’t rely solely on spell check. Read your letter! A business letter with errors loses credibility. Be confident, courteous, and sincere. Write in your personal style Add a written PS. A written PS further personalizes your letter, and sparks interest in the reader.
39