Maximizing Agency-Client Relationships

Maximizing Your Client/Agency Relationship

Prepared for the Central Michigan Chapter of PRSA | June 10, 2014

• Business Development:

• Referrals to other clients.

• Access to other areas of expertise / spheres of influence.

Why Client Relations (1)

• Increased Revenue

• Quality of Life

Why Client Relations (2)

We (PR Pros) are in a tough spot:

• People feel empowered to have an opinion on our work.

• This is unlike other fields (i.e. Law).

• … Yet we often do not have access to anyone within a client organization except for leadership

The Environment

“[…] Agencies invest a significant proportion of their resources developing speculative presentations for NEW accounts, but only a fraction to speculating on the strength of current relationships.”

The Environment

Doyle, P., Jens, M., and Michell, P.

Work/Relationship Three-Legged StoolRobert Solomon, The Art of Client Service

RELATIONSHIP

GREAT WORKTRUST

which builds

which leads to

builds

The Research

• There is very little.

• Most focuses on Advertising.

• Much is dated.

The Research

AT THE BEGINNING:

The WORK is the most important aspect.

LATER ON:

The personal RELATIONSHIP is the most important aspect.

The Research

Why Clients PICK us and why they STAY with us are two different things.

WhyClientsLeave

*Note the Disparities

The SoDA Report, 2014

The Research

How is Performance Measured?

1. The Work.

2. The Results.

3. The Service.

WhatClientsWant

*Note the Disparities

The SoDA Report, 2014

Strategies for Client Relations

1. Relationship-building.

2. Proactivity.

3. Pitching.

4. Timing.

5. Diversity.

Relationship-Building

• Do you match the enthusiasm of your clients?

• Are your clients partial employees?

• How much of yourself do you reveal to your clients?

Relationship-Building

• A lack of complaint ≠ satisfaction.

• Be watchful for the signs of dissatisfaction.

• Clients: Do not beafraid to speak up.

Proactivity

Do not fear assertiveness. Research shows:

• It does not increase conflict.

• It improves creativity.

• It improves execution.

Proactivity

Comprised of three components:

Horizon Expansion

Strategic Reflection

Signaling

Proactivity (1)

Make the conversation larger than single campaigns – think of the whole

relationship.

Horizon Expansion

Proactivity (2)

Be prepared to constantly evolve and offer new approaches.

Strategic Reflection

Proactivity (3)

Show them you love them.

Signaling

Signaling

Gestures are important - just like a long-term personal relationship:

• Proposing new ideas unprompted.

• Taking opportunities to interact outside normal confines.

• Disagreeing (politely) when itis called for.

[So important it needs another slide.]

Pitching

Clients do not have to take our suggestions.

• This is an opportunity to pitch ( just like the media).

• Pitching is an act of both Signaling and Horizon Expansion.

• Do we pitch to our clients as much or as well as we pitch the media (after we secure their business initially)?

Pitching (Caution)

Avoid the appearance of selling by:

• Using externally-verifiable data.

• Placing in the context of the client business.

• Pitching regularly

GOAL: Be (1) Credible and (2) Sincere

Timing

• Regular points of contact are important.

• IRREGULAR points are more important.

WHY: Checking in at varying times demonstrates that your contact is not purely self-serving (Signaling).

Diversity

In your approach to client communication:

• The communication channels you use with the client (formal vs. informal).

• Your ties to the client/agency (the people within).

Tactics

Live the brand:

• Read their trades (both clients / agencies) - and ask questions.

• Become a customer.

• Follow them on social media.

Tactics

Use Social Media:

• Create a shared board on Pinterest and curate ideas for your campaigns.

• Look for tweet chats related to your industry to participate in together.

Tactics

Deepen understanding and have fun - before a meeting do a thought exercise:

• Pick a couple of questions and have both the client and the agency account people answer them.

• Ex: Brand +“Game of Thrones”

• Need ideas?: www.tabletopics.com

Tactics

Change the Review Process:

Dr. Ashish Nanda: Conduct reviews through a third party.

• Anonymity may allow clients to be more candid.

• Set up by having the clients agree to participating honestly and openly in the review process (Signaling).

Tactics

You may do post-mortems, but what about Exit Interviews?

(Exit interviews may also be more valuable if conducted by a third party.)

@derekdevries

devriesblog.com

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