• by Ray Valcich , Columnist, February 9, 2018

Why are so many clients changing agencies so regularly? Why is there a growing movement of clients taking services in-house? Typically, we’re told the brand needs to trim budgets, or procurement is looking at partner fees. But behind the explanations, lies an unspoken reality. It’s incumbent upon agencies to be proactive and create value for their clients in order to sustain successful business relationships.    

As part of a growing agency, one that has undoubtedly benefited from businesses that have been neglected and under-serviced by much larger agencies, it’s apparent to me that we simply can’t afford to be out valued, out hustled or out done in any way. In fact, it is our daily mission to make clients feel that working with us is a true strategic advantage, one that’s impossible to put a dollar amount on. 

I’ll always remember on my very first day in the business, a media salesman (who got me tickets to see Clapton and Winwood at the Garden!) said to me, “You owe it to yourself to learn as much about media and your clients’ business as possible. Otherwise, what are you here for?” He said it the way my father told me to always wear my seatbelt. It wasn’t friendly advice, it was a direct order. Seems like a no brainer, right? Protect your client, protect yourself. Just like wearing your seatbelt. 

There will always be factors out of your control, but implementing the following steps is a good start to creating value for your clients. And all are completely up to you to initiate: 

Be The Brand, Live The Brand 

Buy it, eat it, drink it, drive it (not in that order), play it, like it, share it.  Get fully on board and treat the brand like it’s YOUR brand. Every little bit helps. By making your client’s business not only a “job”, but also a passion point will be evident in meetings, in campaigns and in day to day communications. What client wouldn’t appreciate that? 

Act Like Human Beings 

Empower your team members at all levels to hold conversations with clients and to act like real people. If we act like robots, clients will treat us like robots. Be honest, attentive, and most of all, helpful. Oh, and stop shielding buyers and analytics folks from client interaction as if contact outside of the organization would cause them to melt. They are real people too. 

Understand What’s Important 

Sure, there are media performance KPI’s that need to be met at a minimum, but how is your direct client contact evaluated?  It’s got to be revenue, or acquisitions, right? Not always. If you are not 100% clear on this, how do you know you’re really providing value that will inevitably decide the length of your relationship? Ask the question and consider ways to address the answers head on.  

Show Off Your Yoga Skills 

So many agencies are wrapped so tightly into a process that they become paralyzed when things hit the fan resulting in muddied responses and delayed action when it matters most to a client. Does your current agency structure allow you to respond in your client’s best interest and be an integral part of the solution? Being flexible and yet disciplined, especially in challenging times, not only builds staying power but may even get you into client conversations that you weren’t invited to before. 

Put Your Money Where Your Mouth Is 

Finding creative ways to build in performance-based bonuses into a contract could be a difference maker for both sides. Just make sure you have a fighting chance to reach those goals. (If you’re running a brand campaign, don’t tie incentives to online sales.) 

Bring The Goods 

No, not tickets to a show at the Garden. Proactively provide new ideas, technology, vendors and ways of thinking regularly and genuinely. There are times to forget the brief and reach outside of the box for something that could be useful or even game changing for clients. Forwarding industry articles? Meh. Forwarding an industry article with notes about how it could impact your client’s business with proposed next steps for a deeper dive? Yeah! 

Implementing these steps will elevate your agency (and yourself) to a place beyond “vendorship” and into a real partnership. Read that article, make that trip, ask that question, take that course, attend that conference, pick up the damn phone once in a while. Make clients realize that they can’t live without you, so when procurement is swinging the axe, you are more than a budget line item on a spreadsheet. 

And don’t forget to fasten your seatbelt.