We all want to be able to find ‘the one’ – that special one with whom we can have an enduring relationship, who appreciates us, keeps their promises and rarely disappoints.
You guessed it, I’m talking about the client-agency relationship.
In practice, any relationship can be difficult to sustain, but when a client finds the right agency and vice-versa, they’re in it for the long haul. So, what is it that makes some professional relationships healthier than others? Check out the 6 key factors below to help you get the most from the relationship with your agency:
1. Objectives. Agreeing on simple and measurable tasks and a longer-term objective will build a lasting foundation to your relationship. So work together to build key performance indicators that are clear but also measurable.
2. Communication. A reliable agency will make it easy for their clients to ask questions and express concerns. In the early stages of a relationship, clients are often hesitant to complain but if discontentment is left to simmer, it’ll end up boiling over. To avoid this, express any concerns you may have with your agency at any time. Here are some tips:
– Express any and every worry before it becomes too big to manage.
– Ensure your agency contact implements processes to aid communication, such as a weekly call, providing regular opportunity for review and feedback.
3. Adaptability. If you can evolve, you can survive. The ability of an organisation to adapt has been called the competitive advantage. Someone who is adaptable is open to new ideas, and doesn’t need to do things just because “that’s how they’ve always been done.” They’re able to anticipate changes and don’t panic when things don’t go according to plan. Whilst your agency should always work to the plan you’ve agreed, staying adaptable when things out of your agency’s control change will hold you in good stead.
4. Overcome the obstacles. Every relationship needs work and compromise to flourish. It’s normal for there to be friction and some disagreements, but it’s not challenges that define your relationship it’s how you overcome them. Keep an open mind to new ideas.
5. Get to know each other. Don’t be afraid to see your agency team face to face, spend time with them, understand what they have to do to deliver for you and help them understand what your business expects from them and from you. A good working relationship can be as fun as it is effective.
6. Be yourself. While I hope the above guidance is helpful to you, the points are by no means the formula for a successful professional relationship. Each connection is unique and should be treated as such. Often the best tactic is to just be yourself and not overthink things.
