Unless you are fortunate enough to negotiate your business relationships to a contractual level, most of our client relationships remain precariously balanced.
We work in a world where oft times you are only as good as your last job, campaign idea or coffee served. We strive to keep our clients floating in a state of blissful nirvana, while we look forward to our reward of payment for services rendered, a pat on the back at Christmas, and that much sought-after commodity – “client loyalty”.
Client loyalty is one of the keys that will make or break the financial success of every player in the design game – from freelancers through to agencies.
You’re confident that you’ve done all that’s necessary to keep your clients happy. Your client service team is still smiling, you are producing outstanding creative, you can prove ROI with a mile of stats, budgets are met and jobs are delivered on time. That’s fantastic! You are well on your way there, but your clients desire more. They crave the intangibles…the extras…the icing on the heart-shaped WIP meeting cupcake.
With an endless stream of competitors nipping at your heels, how do you keep the love-fest fires burning? Here are 15 tips on how to create client relationships that last.
When the next ardent suitor calls your client, you want their loyal answer to be “Thank you, but we are very happy with our current supplier”. How do you think your client would respond to such a call right now? Have you become complacent?
What are some other ways you could encourage a long-term client relationship of loyal-unto-death proportions?
This article first appeared on the Design Assembly website | 10 September 2012
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When your creative team gives you their concepts, it will be up to you to take those concepts to your client and present them in a manner that does you, your team and your agency justice. This process is well-known as ‘selling the work’ because - quite often - you will need to encourage your client to be brave, take a risk, and do things differently. It could take a hefty dose of salesmanship to get your team’s ideas across the line and ‘close the deal’.
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