The owner of an agency asked me, “Why do marketing clients choose one agency over another?”
Creative, high-quality work? Sorry, clients expect that as a minimum. If a prospective client has worked with agencies before (which is preferable for you, so you don’t have to teach them how to be a good client), they’ll likely care about client service. But anyone can say anything about client service.
Clients hire agencies because they trust the agency. They need to trust you to do good work when they’re not in the room, trust you to put them first in the relationship, and trust that your fees are money well spent.
Impressions matter. Your client contact needs to trust that you’re going to make them look good to his or her boss and other stakeholders.
Build trust to win clients: 13 options
How can you build client trust? Follow these 13 tips to grow your agency faster and more profitably.
1) Specialize in the client’s industry.
They know you aren’t learning their industry on their dime. They also assume you’ll know shortcuts they don’t have yet. Here’s how to choose a vertical specialization.
2) Share a summary of your onboarding process and client service approach in general.
Demonstrate that you aren’t making it up as you go along. Want to do better? Sign up for my newsletter—you’ll get a free copy of my eBook on how to improve (or start) your agency’s client onboarding process. [Read more…]