maximizing agency-client relationships
TRANSCRIPT
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Maximizing Your Client/Agency Relationship
Prepared for the Central Michigan Chapter of PRSA | June 10, 2014
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• Business Development:
• Referrals to other clients.
• Access to other areas of expertise / spheres of influence.
Why Client Relations (1)
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• Increased Revenue
• Quality of Life
Why Client Relations (2)
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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
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“[…] 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.
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Work/Relationship Three-Legged StoolRobert Solomon, The Art of Client Service
RELATIONSHIP
GREAT WORKTRUST
which builds
which leads to
builds
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The Research
• There is very little.
• Most focuses on Advertising.
• Much is dated.
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The Research
AT THE BEGINNING:
The WORK is the most important aspect.
LATER ON:
The personal RELATIONSHIP is the most important aspect.
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The Research
Why Clients PICK us and why they STAY with us are two different things.
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WhyClientsLeave
*Note the Disparities
The SoDA Report, 2014
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The Research
How is Performance Measured?
1. The Work.
2. The Results.
3. The Service.
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WhatClientsWant
*Note the Disparities
The SoDA Report, 2014
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Strategies for Client Relations
1. Relationship-building.
2. Proactivity.
3. Pitching.
4. Timing.
5. Diversity.
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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?
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Relationship-Building
• A lack of complaint ≠ satisfaction.
• Be watchful for the signs of dissatisfaction.
• Clients: Do not beafraid to speak up.
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Proactivity
Do not fear assertiveness. Research shows:
• It does not increase conflict.
• It improves creativity.
• It improves execution.
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Proactivity
Comprised of three components:
Horizon Expansion
Strategic Reflection
Signaling
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Proactivity (1)
Make the conversation larger than single campaigns – think of the whole
relationship.
Horizon Expansion
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Proactivity (2)
Be prepared to constantly evolve and offer new approaches.
Strategic Reflection
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Proactivity (3)
Show them you love them.
Signaling
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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.]
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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)?
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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
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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).
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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).
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Tactics
Live the brand:
• Read their trades (both clients / agencies) - and ask questions.
• Become a customer.
• Follow them on social media.
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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.
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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
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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).
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Tactics
You may do post-mortems, but what about Exit Interviews?
(Exit interviews may also be more valuable if conducted by a third party.)
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