What can agencies count on every day?
Each day and in every way another agency is trying to pitch your clients.
You can count on it.
I have talked to many clients that share their stories.
They only listen when there is an alignment of their pain and an agency’s outreach but that only happens when the planets align.
Once upon a time a long time ago I was doing a want to see what’s out there agency search. The client had a potential need in the future and was trying to get ahead of the game.
Agencies came in to show their Capabilities.
Some did it better than others.
One agency stood out and the CEO told the Marketing lead to stay in touch with the folks.
The same night or the next day I was copied on an email to the CEO from the Marketing lead saying I get so many of these emails that I don’t really look at them.
But I saw this one. It was from an agency with experience in their category that had recently lost an account because of an acquisition. The new parent company brought in their own agency to take over the marketing.
How many times has your agency heard that news?
How did the agency react? They went after all the other companies in the category.
I have been in the meetings at many agencies when they got the bad news that they were in a review or worst were fired.
First the agency was in denial and frustration. After that it went into the emotional mode. We have done so much for them. They were nothing when we started to work with them.
Let’s screw those guys.
Let’s reach out to other clients in the category. That is the first reaction of every agency that I have worked at.
Emotional yes. Smart no. Following your emotions to try to have a meeting with a prospect in your category that is probably happy with their agency is not a good use of your time.
Much better use of your time is to invest in your current client relationships. Relationships aren’t about the work that you do. Relationships are about being connected with your clients in every way possible.
So how much do your love do you give your clients every day.
Do you call them every day?
Does the Principal of your agency have lunch with each client lead once a month or once a quarter? I doubt it.
I once worked at a great shop where the President did that diligently. We rarely lost a client and got lots of referrals.
If your agency focuses on loving the ones you are with you will be more successfully than trying to chase strangers.
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