"No good ending can be expected in the absence of the right beginning." - I Ching
What we at Creative Resources affectionately refer to as "the meeting before the meeting" is a great way to start a project. If you've facilitated for any length of time, you've been involved in a project where the client invited to your session had no idea what kind of party he was attending.
Experience has taught us, and hundreds of you, that the way to create the right ending is by beginning with a "meeting before the meeting" with the client and the agent.
Here's a quick list of headlines to cover:
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Give an overview of the process.
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Explain the outcome of each step.
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Review the information that the agent and client have provided so far.
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Manage any gaps in the client's marketing facts that will be required to facilitate a robust session.
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If you are facilitating the idea-generation or development step, confirm the marketing objective.
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Remind the client that the process is driven by his choices and a desire to help enhance his marketing efforts.
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Let the client know that choices will be made, and if he is bringing other people from his team to the meeting, you'll need to know who will act as a tie-breaker and make the final choices.
Want more detail? Connect with Creative Resources!