In last month’s tip we talked about how to assess a client’s product needs. Every client is different. They come from different industries, company cultures, and geographic locations. Company size and budgets all vary across the board. However when it comes to a prospective client’s needs, they can generally all be lumped into at least one of four categories: short-term needs, long term needs, perceived needs, and unrecognized needs. Understanding how their specific needs fit into one of the categories allows us as the ad seller to provide clients with the most effective products for reaching their goals. We have …