BUILDING GOOD AGENCY CLIENT RELATIONS
The relationships you build with your clients lay the groundwork for your business. Strong relationships in which both parties benefit can have lasting implications for your sales, your brand, and the future of your company. You already know this, and you probably know that great agency-client relationships also make work more productive and enjoyable, but do you know how to improve the rapport you’ve built with your customers?
Agency-client relationships are an essential part of your brand – after all, your brand is impacted by how others perceive you, so developing the right connections with your customers is an essential part of upholding your business. Even the most successful businesses can improve their relationships, so let’s discuss the essential components of a strong bond between companies and clients.
Agencies: Know the Client
Positive communication and understanding of the other party is the core of every relationship. It’s no different from company relations, and you need to have a thorough understanding of your client in order to develop a positive relationship. This understanding goes beyond just their name or their needs. Do you know them demographically? Socioeconomically? Educationally? Do they communicate a certain way or have certain expectations of your firm? How you get these answers – whether in person or via a questionnaire or survey – is up to you, but building both positive relationships and an effective brand hinges on knowing your clientele.
Clients: know the company
Of course, a relationship is a two-way street: your clients also need to know about you. This is where a developed brand and solid marketing material can make a huge difference. If your clients don’t know about who you are, what your process is, and the quality of your products and services just by looking you up, they should know everything about you after they’ve reached out, otherwise you haven’t laid the groundwork for a long-term relationship with them. Be sure your clients know who you are and lead with your best, most authentic foot forward in all of your marketing and branding materials.
Honesty is the best policy when it comes to your communications. If your relationship with your customers is a car, then communication is the wheel, and dialogue that isn’t open and honest can drive the whole thing off-road. You should also encourage your clients to do the same: clients don’t like feeling deceived, and companies like clarity far more than they dislike criticism.
Just like in your branding, keep your communications consistent. How you speak, what you say, and how frequently you keep in contact are all aspects of your image; your brand hinges on how your clients perceive you, and you want to keep this perception positive. Small, unannounced changes can have big impacts on how your customers view your company, so keep it both real and consistent in all of your communications and brand material.
Struggling to develop your brand? Still figuring out how to present yourself to your customers? CAST Design can help! We’re experts in branding and visual storytelling, and we know how to build and maintain effective brands. Contact us for a free assessment and we’ll get you started on building positive relationships right away!