Make your clients love you? Start with what they hate.

One of our favorite workshop leaders at SVC is Ted Leonhardt. He not only built a small design firm into a large one, but he also had the opportunity to serve as executive creative director for the entire Fitch network of design shops around the world.

Late last year Ted led a workshop at SVC where he shared some of this findings about building stronger client relationships. A good starting point, according to Ted, is to find out what irks clients about their ad and design agency relationships and start from there. And that’s exactly what Ted did.

So here, in condensed form, are some of the top gripes clients have about their marketing communications partners:

“Don’t try to sell me anything.”
Clients, like the rest of humanity, can smell a sales pitch a mile away. And, like most of us, they resist, even if the ideas proffered are good ones. Instead, always put your suggestions in the framework of, well, suggestions that are offered in the spirit of helping to solve a client’s business problem.

“Give me an overview so I can get up to speed quickly.”
The concept you’ve been slaving over the past two weeks is all you care about, but chances are your client has a dozen other pressing matters on her mind. So lay out the big picture, cut to the chase, and keep in mind the client’s frame of reference, not just your own.

“Manage the meeting.”
In an environment where everyone is stressed and short on time, one of the biggest favors you can do for your clients is to keep your meetings short, to the point, and on track. Remember when people used to pass out written agendas at the beginning of the meeting? Feel free to bring that tradition back.

“How about something positive?”
We’re in the business of problem solving, so naturally, we like to focus on the problem when setting up our solutions. That’s fine, but we’re talking about the client’s problem, and rubbing it in or embellishing too much makes clients (since they’re human beings) defensive and resistant. Be direct, but also be considerate and sensitive.

“We changed agencies because the new guys knew more about us than we ourselves.”
This one speaks for itself. Know your client’s business forwards and backwards. And if you don’t, then don’t fake that you do.

“I had an AE who was at his best when problems happened.”
Stuff happens. You can count on it. So the best way to help a client is to be forthright, to take responsibility, and to get right to work on solving the problem. Hiding out and pointing fingers doesn’t win friends.

For more gems like these you can certainly sign up for any future workshops Ted gives at SVC. He also recommends you check out Robert Solomon’s excellent book, The Art of Client Service.