Building Great Relationships
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Transcript of Building Great Relationships
Making Your Clients Love You
Making Your Clients Love YouA good, trusting relationship with yourclients—whether in-house or external—caninspire higher quality work, defuse argumentsabout costs, and overcome problems whensomething goes awry.Together we’ll look at ways firm leaders,project managers, and creative staffers canstrengthen their client relationships, including:Communicating the value of what your groupbrings to your clientHow to define success for a projectLiving the brand and getting to know the endcustomerBuilding a personal relationship with yourclientsHow to listen.
Making Your Clients Love You
Learn the secrets of creatinglong-term, trusting clientrelationships. Whetheryou're a freelancer orrunning a design firm or adagency, you'll pick uppractical advice on how todefuse conflicts,communicate the value ofyour services, and pave theway for better work.
Client love
Assignment
Introduce your selves
Interview notes
Preparation
Best chapter
The professionals
Client panel
Disappointment
Clients
NegotiationClients
NegotiationClients Strategy
“Triple Check” and “No Check”
Subtle signals
Ad agency
Design agency
Taking notes?
Those little nuggets
DesignStrategy PrintingResearch Production
DesignStrategy PrintingResearch Production
Trust
Rehearsals
Smoothing out the bumps
Client panel
“Don’t try to sellme anything”
“Give me anoverview so Ican get up to
speed quickly”
“Manage themeeting”
“How about something positive?”
“We changedagencies
because thenew guys knewmore about usthan we knew
our selves”
“I had an AEonce that was a
masterorganizer”
“He was at hisbest whenproblems
happened”
Mr. Insider
Dangerous distraction
From project to sales
Agency circle of life
What am I selling?
What am I selling? Myself
The New Business TeamThe heartbeat of the agency is new business.Targeting, planning the chase, the win. Thepower of it can be intoxicating.The best, the brightest, the most experiencedare on the team. They work as a group at thefastest pace in the agency addressing clientmarketing problems on the fly in a life anddeath competitive environment.They know how to translate the agencies pastexperience into relevant stories that captivateprospective clients. And the winners are very,very good indeed.Those who get ahead fastest in the agency doso by attaching themselves to the newbusiness team.I recommend doing anything to get on the teamand learning from the best.
Exercise 1List your findings