We have been very lucky. Since 1980 our track record for building relationships with clients stands at 18 years for the longest and 10 years for an average client relationship.
A number of previous clients are friends and we still see them socially. We built many solid business and personal relationships in part on mutual trust. We have worked seamlessly with them and with their associates crediting them with more experience since they are engaged daily in their particular business or industry. The client must be an integral part of the ultimate solution.
Our philosophy is, “Together we can make a difference.™ “
You may be well known for your marketing prowess, or your creativity, however, it is how you present yourself and how you interact with the client that also figures into your relationship. Your job is to make the client and his company look great! We are aware that all potential clients are not necessarily that likable. You must make an extra effort to engage that person and make him or her feel like you have their best interests at heart.
You don’t have to see that person socially. There are other prospects that are the opposite, really nice people that you would like to be friends with. One reference I mention here has been around for many years and can help you in developing rewarding relationships. That is How to Win Friends and Influence People by Dale Carnegie. I have read this book many times when I first started in business and it gave me a lot to think about.
When you have reached the point of making a firm proposal consider this. It should not be set in concrete. It should be dynamic, subject to being tweaked or revised depending on the situation. When you have finished, the client and you must be happy with the results because that’s what you both will be supporting. Be careful you don’t overload the client and his associates with a lot of knowledge to show how great you are.
Less is more!
At this point the client and his company are placing a great deal of trust in you and you must show them you are up to the task.
It is vital that you maintain a constant contact between your agency and the client and his company. Report on how the program is progressing. By building in measurable characteristics you can show progress as it is happening. If the program needs to be revised slightly, it can be done in a timely fashion. You are not just getting an account. You must show the client you are invested in their success. This helps build a solid foundation for a business and maybe even a personal relationship. Your demeanor, your attitude, your voice, all contribute to how the client sees you. Mutual trust is the key to a lasting relationship.
Franklin Cooper 2019