On this episode, I talk about how clients and agencies should treat the courting process more like interviews to really get a better sense of what it will be like working together. Of course, the skills and knowledge should be assessed, but the attitude, tone, and communication approach are of equal importance.
Clients should really try to smoke out how agencies roll in those areas and conversely, I think it is so important for the agency to get a sense of what the client is like and how they want to be communicated with. I try to do a real level setting up front, as well as ongoing temperature check-ins to see how we are faring throughout the relationship. I can say very confidently that the clients who openly communicate and are transparent with their thoughts and feelings about our approach and service all outperform those who do not.
We are experts in navigating social platforms, managing paid social ads, working with influencers and effectively running social media for brands, but we are not expert mind readers. Just as open and honest communication internally between employers and employees is the key to success, so too is the need to follow suit with your agency relationships.
1- Be straightforward and never passive aggressive.
2- Be brutally honest and always fair.
3- Don’t allow frustration to mount and allow a molehill to become a mountain.
4- Don’t assume the agency knows exactly what makes you tick, guide them.
5- Allow the relationship to evolve and do level setting reviews from time to time to point the compass for all parties involved.
Invest the time and improve your client-agency relationships, because if you do that you put your brand in a better position to win.