I’m just going to put it out there: if someone is having a problem with a client, 9 times out of 10, they could have done something to avoid it. When people speak of difficult clients, I can’t help but think, ‘but are you a difficult person to work with yourself?’
Without blowing my own trumpet (or any other brass instrument for that matter), I have always prided myself on my client relationship approach. I’ve had about 100 different clients in my career so far, and I’m sure a few of them would disagree that I’m wonderful at client servicing, as you’ll never be everyones cup of tea. Especially if they’re a coffee drinker. I have, however received glowing testimonials from most of the clients I’ve worked with so I would like to think I am pretty well placed to give advice on the topic.
These 10 points pretty much apply to all client servicing roles, whether you’re in procurement, retail, marketing; you still need to keep people happy for a living so don’t stop here just because you don’t work in digital.
So here they are; my 10 ways to love (your clients) and be loved (by them).
1. Empathise.
You know exactly what it’s like to leave someone a message and not hear back, to book an appointment and have it cancelled at last minute, or to feel that your questions/issues you have aren’t being taken seriously by those around you. So why would you want to make someone feel like that? The next time you complain about getting a last minute request through, think how stressed the client must be, having to rely on someone else for something they need ASAP. In that situation, you would want quick feedback and reassurance that the request will be fulfilled on time; you would not want the very person that is meant to help you complaining about the timing.
2. Be human.
You’re speaking to a client who happens to be a fellow human being and they’re speaking to you because they want just that – a human being. I have met so many people who become completely devoid of all personality and emotion as soon as they are in a client facing situation. You’re allowed to laugh. You’re allowed to have opinions. You’ll have a much better working (and social) relationship and enjoy your work alot more if you’re not pretending to be a robot 8 hours a day, 5 days a week.
3. Make yourself known.
What is the point of you being in a meeting if you don’t contribute anything? That’s just a waste of everyones time. SPEAK up. You’re in your job because someone thought you would be useful so don’t just sit there like a used teabag – get involved.
4. Be passionate.
This is one of those things that is easier said than done but when you consider that your input could have a real impact on the company you’re working with, that’s pretty exciting. I once had a client who was marketing their family run aquarium shop, who told me that thanks to my work, sales had increased and they could now afford to employ more staff. That’s a pretty warm, fuzzy feeling right there. If you do a good job, your client’s life will be easier. They will be happier. Their team will be happier. Their boss will be happier. Then everyone will get a raise and live happily ever after. Ok, maybe that’s going a bit far but you see where I’m going with this.
To be fair I do take this to the extreme sometimes (I once got told off for clapping during a client meeting because I was all excited about the 5 year marketing plan) but I would never complain that a supplier was TOO interested in helping me.
5. Be proactive.
If you noticed you had bird poo on your coat (bear with me here) and said to your friend ‘Did you know that was there?’, you wouldn’t be too happy if they said, ‘ Yeah, but you never asked so I didn’t bother saying’. Along the same lines, your client isn’t going to be too happy if they ask you if you should maybe be using a different strategy/different adverts and you say,’ Oh yeah’. You’re there to offer advice, suggestions and expertise. You’re not just there to be delegated to. Put an hour aside each week to find something new to try out, or to identify some recommendations to make. Don’t just sit there waiting for the phone to ring.
6. Set an example.
If you want your client to get back to you on time, make sure you’re always punctual. This is no place for ‘Do as I say, not as I do’. Additionally, you should be setting an example to the extent that if that person ever works with a different supplier, they’re always thinking, ‘They’re not as good as the last one I worked with’. We in the marketing industry get enough of a bad rap (thanks Bill Hicks) without living up to stereotypes of talking rubbish and not getting anything done.
7. If you foresee an issue, say something.
‘Forewarned is forearmed’ and all that jazz. Don’t sit in a strategy meeting thinking ‘this won’t work’ or ‘that could be done better like this’. Maybe it’s not an issue at all and there’s something you’ve missed but honestly, it’s better to look like a bit of a pillock for a few seconds by asking a seemingly obvious question, rather than having to explain, 6 months down the line, how it was missed.
8. If you’re bored, you’re probably not doing enough.
There is always something to do. In PR, there’s always a few more journalists to call. In SEM, there’s always more data to be reviewed. In retail, there are always shelves that can be tidied (don’t I know it – I used to work on the kids floor of Clarks, picking up shoes toddlers had been throwing around). Don’t complain that you’re bored – find something useful to do. This is a pretty good time to revisit the ‘be proactive’ point.
9. Teach a man to fish, and he’ll eat for life.
Teach clients what the reports mean, or why things are being done in a certain way and it will save you both time. If you go into a shop to buy a computer and you ask a shop assistant to recommend one, you would expect to leave the shop knowing a little more than you did to start with. If you don’t learn anything, you’ll go into the next shop and have exactly the same conversation. How frustratingly pointless. Don’t inflict frustrating pointlessness on other people – it’s not nice.
10. There is rarely such a thing as a ‘nightmare client’.
If a client is chasing you for something, maybe it’s because you don’t usually keep them updated on your progress? If the client keeps asking the same questions, maybe you haven’t been very clear, or need to have a ‘101’ session to help them understand where you’re coming from. In the same way you don’t get evil babies, you don’t get evil clients. You just get people who are trying to do a job and are not satisfied with the help they’re getting from you. If you think you have a ‘nightmare client’, maybe have a look through the first 9 points and see how many of them you can honestly say you’re doing.
Et voila. My 10 guidelines for blissful client relationships. Have you got any more to add? If so, please comment below and show us all how awesomely personable you are.
Pea Pea Sea Digital Consulting 