How to Build Stronger Client Relationships
Several years ago, an old high school friend sent a message to me on Facebook.
We haven’t seen each other in decades and rarely interact online, so I was surprised that he reached out.
We both grew up in Southern California and, apparently, I introduced him to surfing.
I say “apparently” because I have zero recollection of this event.
But he remembers it vividly.
In his message he told me that surfing had changed his life and he wanted to thank me for introducing him to it.
I was stunned by his comments and tried to recall surfing with him even once.
I couldn’t.
Still, I was happy to have impacted his life in such a positive way.
Relevance in Business
This idea that you never know the impact you’re making came home in a business meeting a few weeks ago.
While in a meeting with the CMO of our largest client and a new member of her team, the CMO asked me to tell the story of our first project together.
I tried to recall the moment.
The client is in the financial services industry and, at the time, was introducing an American Express Card.
The CMO had just started her job and a successful launch was not only important for the bank, it was essential for her.
I remembered a big meeting with the CMO, key players at the bank and the bank’s former ad agency.
And I remember the CMO being surprised that not much work had been done for this card launch.
That’s about it.
So, I started telling the new team member what I remembered. “The bank was launching a new credit card and we did some banner ads to promote it. And we tried to make the work really creative. And ….”
The CMO cut me off.
“They saved us. That’s what they did.”
I was stunned. The same way I was with the comments from my high school friend.
“They saved us”?
I had no clue what she was talking about.
Luckily, she elaborated.
“We were weeks away from launching the card and we had no landing pages, no assets. Nothing. It would have been a catastrophic loss had they not come in and saved the day.”
As she spoke, fuzzy memories came back to me.
“Oh yeah, I remember doing a ton of landing pages. Different pages for different card styles. Different pages for different offers. Countless banner ad options.”
At the time, for my agency, we were simply excited about the opportunity to work on this project.
We were having fun.
And trying to do the best work possible.
That’s it.
We had no idea that were saving the day.
And that this impact would still be felt nearly five years later.
You Make a Difference Every Day
This story and my friend’s surfing story made me realize that the actions we take on a daily basis go well beyond the moment.
Our actions truly reverberate like ripples – and we have no way of knowing how far they will go.
This concept can help guide what you do day in and day out as you run your ad agency.
1. Always create the best work possible.
You may have great partnerships with your clients, but it’s impossible to know all of the stress they’re under. By continually producing exceptional work, you take one worry off their plates.
2. Be a leader.
Clients want their agencies to lead them. Not take orders. Show them what you know and what you can do – whether they ask for it or not.
3. Introduce your clients to something new.
Surfing changed my friend’s life. What new plans, tactics and strategies are you introducing your clients to? And, trust me, if you’re not bringing them something new, another ad agency will.
4. Give without expecting anything in return.
With your clients and, more importantly, with your employees, give without the expectation of getting something back. While it’s great to be thanked or acknowledged right away, that doesn’t always happen. But it might down the road – and the impact you’re making could be more significant than you ever imagined.
Copy Rocket can help you make a bigger impact on your clients. Talk to us today about your next project.