Whether you’re in marketing, media, or PR, your agency has a major goal: make the client happy.
Sounds simple, but if you’ve been in the business of client relations for any length of time, you know that no two clients are the same and that it takes more than delivering a quality project to build a lasting relationship with your client.
Adapting to your client’s style and establishing clear communication with a positive spirit, can mean the difference between a one-and-done client and a lasting relationship.
NO TWO CLIENTS ARE THE SAME
Every client you work with will have their own personal and professional experiences that shape their opinions, creative tastes, and professional habits.
One client could be extremely detailed and straightforward with solid guidelines on what they expect. While another client could be scatter-brained, with only a basic idea of what their goals are.
Their communication preference and frequency will be different as well as their feedback style and professional decorum.
That means, while your agency’s personality and professionalism should remain consistent, you must approach new and existing clients/projects with an adaptable mindset and a can-do spirit. So, no matter the external attitude of your clients, you will show up willing to work and get the job done well.
HOW TO ESTABLISH CLEAR COMMUNICATION
Clear communication helps you establish a relationship with your client.
But how do you establish clear communication with every client?
While it would be convenient, you can’t create one strict guideline of communication with all your clients because the specifics on how to do that will change. However, there are some basic attitudes that you could establish within your agency that will help you establish positive communication.
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KINDNESS GOES A LONG WAY
We’re all people here. We’ve all had bad days where the coffee gets cold too fast and the number of new emails is exasperatingly long. If a client isn’t showing up as you want, stay kind and positive while you try to communicate what you need from them.
2. WILLINGNESS TO WORK AS A TEAM
Once you start a project, you and your client become a team. You’re all striving toward the same goal, even if that goal offers separate benefits. If you act like a team instead of opposing forces, this could help your willingness to roll with the punches.
3. PRESENT YOURSELF AS A FIGURE OF AUTHORITY
Authority builds trust. Trust is the building block of a lasting relationship.
BENEFITS OF A GOOD CLIENT RELATIONSHIP
A client on your Christmas card list is worth two on your prospective client list.
Spend the time and care to make sure you’re not only delivering quality work but also building relationships. This could offer you endless benefits such as repeated work, referrals, and a better chance to establish yourself as a leader in your area.
THE SKINNY
No matter your area of expertise within your agency, one of your main goals is to make the client happy. You make the client happy with quality work, an adaptive mindset, and good communication. Deliver on those aspects and pretty soon you won’t have a list of clients, but a list of relationships who are all willing to sing your praises and keep the projects coming.
