The New Client Relationship: A quick snog or a lasting romance?

I think its fair to say that there are some people you can work with, and others you cant. For whatever reason.

Usually this can be ascertained fairly quickly, either by the way a first meeting goes, the gut feeling you get about them, even by the way they speak to you from the outset. Are they making it clear it’ll be a case of ‘they say – you do’ or is it a partnership approach they’re looking for?

I think its also fair to say that there are occasions when a ‘fit’ is lacking. Sometimes a potential client will want a certain creative look, approach or result which just doesn’t fit with who you are. Based on your knowledge and experience you know it’s not the best way to deliver the result they require. Do you take the job and make the best of it, seeing it as a cash cow with the risk of compromising your values and probably your conscience? Or do you bite the bullet and say no thanks on the pretense that trusting your gut instinct is more important. Personally I think it should be the latter. After all, credibility is paramount in my opinion. As the saying goes ‘you’re only as good as your last project’ so if that last project was a compromise, in whatever shape or form, was it worth it?

I’d be lying if I said all the client relationships I have been involved with have run as smoothly as a new born babies bottom. Of course they haven’t, thats just the way the world works. But it does enable you to reflect and think. Just like each and every brief, project or creative submission is (and should be) individual, each client is too. I don’t just mean ‘the client’ as in the company, I mean the individuals you work with. The most successful and ongoing clients we have here at The Escape (and probably every other agency out there) are based on personal relationships built up over time, but more importantly, by getting to know and having a rapport and understanding with that individual person.

I guess the question to ask is, other than that immediate spark when you just know you’ll be able to work with someone, are there ways in which you can get to know someone and work with someone to ensure the relationship works beyond the first fling? I reckon so. Here’s my approach to getting to second base (and beyond)…

1. Don’t give your heart away too soon. Get a second date.
It’s all too easy to see a new client as an opportunity to make introductions, set your stall out, get appointed then get on with the job. Effectively meaning that by the time you meet with them again, its for a briefing to do some work. Your obviously going to do a little homework on them but its very easy to dive into the comfort zone of bagging the work, then getting on with it. Big mistake! This is a little lazy and makes massive assumptions that the person/s you met on the first date and the way it went will continue forever. Get that second date under your belt. Create any reason (if you need to although it shouldn’t be that difficult) to get back in there and find out more, take in the atmosphere of the place and see if it feels the same as last time. Its a bit like buying a house. You can love it on first visit, then completely change your mind second time around.

2. Go for a beer, wine and dine, do what it takes to relax and get a little personal (if meeting 2 goes well!)
OK, so the second date went well and the person/s you met on the first date, still seem to exist. So it’s time to get a little more friendly off-site. The good thing about getting out of the office and having a social lunch, dinner or drink is that it can still revolve around work but usually you can learn more about the actual person. This enables you to learn what common ground you have and where you can take what you learn about them and use it to your advantage as the relationship progresses. Its not exploitation, its really a case of ensuring you find out how that person ticks so you can ensure they get the relationship ‘they’ would like to receive.

3. Find out how to communicate
Sounds like an odd statement I know, but treat every client the same at your peril. As each person/project is individual, the way they/it is managed needs to be treated as such too. So ask the client what works for them. Some clients will simply like to know when what they’ve asked for is ready. Others will like a daily update on progress. Some will like a detailed spreadsheet on action points and deadlines. Others will let you manage it your way so long as the deadline is met. It may be as simple as whether you contact them by email or pick up the phone. Everybody likes to work differently so don’t be afraid to ask. If you know from the outset the best way to communicate then everybody wins.

4. Talk their language
Most marketers are pretty savvy when it comes to terminology and jargon. But not all clients are marketers. Its important to get an understanding of not just how to communicate with a client on the progress of a project, but also on a detail level that they ‘get’. It can be easy to seem like you are impressing with your superior knowledge, but you have to be careful not to alienate yourself or come across as a big-head talking in code. Get a grip of their understanding and talk to them on their level. By all means educate as you talk, but don’t confuse them, they won’t like it, they’ll avoid dealing with you in the future and it will inevitably harm the relationship.

5. Honesty’s the best policy
Things happen on projects, either forseen or un-forseen, both of which can have an impact either on deadlines, production, or meetings. Whatever the cause and effect, be straight up. Don’t be afraid to be honest with your client as the relationship will be stronger because of it. Trying to muddle through or pull the wool over the clients eyes in the hope that it will ‘work out’ will inevitably end in disaster and could seriously damage a relationship. Best not to go there!

6. The concrete deadline
This kind of applies to all clients and projects but its worth mentioning here because if you falter on the deadline for a new client, it’ll most probably be thank you and good night… unless its their doing and you’ve communicated with them the impact of their actions. Thats different. The deadline however should be set in deep concrete footings and adhered to, even it means late nights, take away pizzas and your kids forgetting what you look like. Probably the easiest way to ruin a client relationship is to miss the deadline. It will reflect badly on them with their boss and you may be liable for costs if other marketing activity is booked based on you delivering. All that said, hitting the deadline and delivering a corking piece of work will usually iron out any undulations there may have been on the journey.

7. So, how was it for you?
Always difficult to hear about performance I know, but after the deed has been done, ask the client how they feel it went, what they liked or disliked about the process and what you could do to improve next time. The secret here is to ensure you prove to them that you listen and action the changes for next time. If you take the ‘my way or the highway’ approach or lay all the blame with the client (if there is any blame to be placed) then it’ll probably be curtains on the relationship. Bit like a sturdy marriage, it should be about give and take.

I’ve been married for 10 years this June and I honestly believe we’re so solid because we’ve gone through the process above (not that my wife gets a website, brand identity or brochure every so often). Our approach to making the relationship work is built on a foundation of understanding and trust and the client/agency relationship should be no different. You might have to work at it in different ways for different people but the end result should always be the same. If you can make a new friend, understand how they tick and consistently treat them well, there’s no reason why the relationship shouldn’t last for years.