Why You Need To Love Your Clients Every Day

Standard

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.

You can connect with Hank on LinkedIn:

http://www.linkedin.com/in/hankblankcom

Follow his updates on twitter: @Hankblank

Check out Blank and Associates on Facebook

Read: Are Marketers Still Stewarts of the Brand.

What’s Wrong with Client Agency Relationships?

Advertisements

How to On Board a New Agency.

Standard

Or a new client.

It’s all the same from both sides. It’s about liking each other, trusting, dependability, availability, watching backs, and responsiveness.

You can’t get that without establishing a strong relationship.

That is the end result that you both want.

Correct on boarding is key to great outcomes.

I have done many reviews for many clients.

When I complete reviews I tell clients that I am a bad guy and they are the good guy. That they should call the winning agency instead of me.

I make the hard calls to the agencies that didn’t win. They always want to know what they did wrong which is very difficult to answer. Closing between good agencies is often a nuanced decision. Eliminating a weak agency is simple. Continue reading

Why It Doesn’t Matter Why Your Agency Wasn’t Selected.

Standard

Sure it does in the short term but it doesn’t mean much in the long term if your agency is committed to your vision.

I have conducted a fair amount of agencies searches over the years. Jenny Craig, Jacuzzi, Toyo Tires and Villeroy & Boch to name a few.

I first met a search consultant when I worked on a major national brand that spent mid eight figures. I was a fairly young lad. I got a lot older fast.

I liked the search consultant. I thought he had a great day job.
He told me that his world was 50% hunting and 50% working. I have learned from that because I have worked for myself for over a decade.

I have always believed that is how agency principals should also live their days.
We lost the business but I never forgot the lesson. Continue reading

Why Agency Case Studies Are A Blessing And A Curse.

Standard

I know from the many times that I have conducted agency reviews that clients want the security of agency case studies.

Experience is one on the key ways that agencies get on the short list.

It provides reassurance for the client’s management. Some talking points when they bump into their boss on your way to the bathroom and they get to do their sixty second update.

They tell me that yes I am considering them because they have done great things for similar clients with similar problems and have had success. At the start of a search you can’t tell your boss that the agency has great chemistry because you haven’t met them.

They can also talk about the passion of your agency, if your agency sent them a first class submission that they are proud enough to share.

The good thing for those agencies is that you have what clients want. Clients want experience.

That’s the blessing and here is the curse.

Continue reading

Why Agencies Don’t Have A Clue About New Business.

Standard

Successful agencies that I’ve met, and I’ve met many all over the country, really know how to get New Business.

They are focused and determined so nothing will get in their way.

Just like a Marathon runner, they know that you have to focus on your investment of time and the finish line which can seem many foot steps away.

I get emails from strangers at agencies all the time.

They tell me they would appreciate it if I could refer them to any of my contacts who might be looking for marketing and advertising help.

Let me stop what I am doing to make money in my life.

After all I have just known you for a minute.

Not going to happen. Continue reading

How To Succeed As A New Business Person?

Standard

So you want to be an agency Rock and Roll star?

Work on New Business. If you win, you will have pats on the back, promotions, and smiles from everyone until it ends.

If you aren’t making it rain then everything changes as fast as a game of Red Light, Green Light.

New Business is a hard road my friends. Van Morrison has a song called Philosopher’s Road where he sings about turning Lead into Gold.

That pretty much summarizes what New Business is all about.  Turning lead into Gold. Simple as that. As difficult as that. Continue reading

Are Agencies Isolated?

Standard

I am always amazed when I reach out to agencies by email and even phone calls when I am doing an agency review that some agencies don’t respond. I get nada.

Imagine the fact that you have to chase an agency when you could be a conduit to New Business.

This has been consistent over the years for all the agency searches I have conducted for brands from Jacuzzi to Toyo Tires.

I often wonder why? Do they think I am trying to sell them something?

Maybe agencies are skeptics. After all when your business is basically selling new ideas then you may get tired of being sold.

Maybe people have changed. Certainly the business has. Continue reading