Relationships. Enough said, right? Ok, maybe there’s a little more to it. Actually, there’s a lot.
We’ve all had our fair share, whether that be between friends, lovers, or colleagues.
They take work, patience, and time but are well worth it in the end. There are few things that really matter when it comes to having a professional working relationship between a client and an agency though. Together the client and agency are pursuing a common goal and both want the outcome to be successful but sometimes along the way things can get out of alignment.
Having complete alignment on a project is the key to delivering results.
Let’s be real. Clients want one thing and agencies often want another thing. I know because I’ve been in both places. As a consultant, I often find myself playing the mediator and directing traffic in various ways. After my first client, I learned a few valuable lessons which is what prompted to find a better way of managing the relationship of a client and the agency. After browsing the internet I found a multitude of tips and tricks but ultimately, I tried to boil it down to three things.
The 3 C’s. Something about three C’s just seemed easy to remember and catchy.
1)Communication
2)Clarification
3)Collaboration
Throughout this journey of building a branding and marketing agency I have experienced firsthand what it is like when the 3 C’s are not in alignment. Not only has this caused frustration on our end but I am sure it has caused equally as much frustration on the client’s side as well.
CommunicationThere are many ways of having lines of communication between a client and an agency but more importantly is how and when we communicate. We have email, texting, phone calls, customer relationship management software, social media, and probably a few others that I can’t even think of. But all of this is useless if you can’t get a hold of someone or understand what they are talking about.
Do you remember the game of telephone as a kid?
I sure do.
It was straightforward and easy. All you had to do was repeat the word or phrase to the person next you and continue until it came full circle back the person who started it. Then you would say what the original word or phrase was and have a big laugh at how much it changed being passed around. Ahhhh, nostalgic moments.
Communication can make or break a project especially when it comes to deadlines and timely tasks.
Clients have their own concept of time as do agencies so their needs to be a clear understanding of schedules and responding in a timely manner. This aspect of communication is often forgotten until it is too late and then everyone goes into a frenzy trying to get approval at the last minute.
Set standards of communication to ensure both parties are held accountable.
The standards are not complicated but we help tremendously.
First, clearly state when you need a response by and make sure that you give enough time for the other person to respond. If you need a response in the next few days put “please respond in 2-3 days” not “get back to me when you can.” Be specific to avoid confusion and if you don’t receive a response then following up is justifiable.
Second, make sure the person you are communicating with is the decision maker or can talk to them. This goes for both the client or agency. There is nothing worse than hearing the words “I never received the email or the memo.” The larger the business you are working with the more important it becomes to have a direct line to the person who ultimately gives the yes or no to.
Instant gratification is our response expectation yet they say patience is a virtue.
How you communicate will determine how your relationship develops over time and without it, working together will become increasingly difficult.
ClarificationAre you comprehending what I am saying or do you need me to reexplain?
We tend to assume that everyone thinks like us in terms of understanding something whether you want to admit it or not. I’m guilty for sure. You’re telling a friend a joke and they respond with “I don’t get it?” to which you have to retell the joke a second time. Hopefully that time they get it but if not then you’re either not telling it correctly or maybe it was a bad joke to begin with.
Assuming is the enemy of clarification.
Now you might say this is like clarification but let me explain.
Communication is the ability to, while clarification is the understanding of.
If there is confusion or a disagreement over a proposed strategy and it is not clearly understood before moving forward the rest of the project will be completely off track.
Here’s a few ways to avoid confusion and make sure the client or agency understand clearly what is that you are requesting.
- Describe it in a story format
- Make a video
- Make a voice recording
- Draw it out
- Show them in person if possible
Visuals are the key to making sense of anything that can’t be understood in writing.
Emails get tossed back and forth all day, the same with text messages. There are so many instances when a major miscommunication has taken place and then all of sudden everyone is mad because no one understood what they were talking about.
Assuming people understand is what causes this problem in the first place.
CollaborationTeam work makes the dream work otherwise the whole team fails.
The relationship between a client and an agency is often a match of tug of war where the client or agency is either not giving enough input or giving way too much. There has be a sweet spot where both parties are giving and receiving enough information or material to be able to get the job done.
When you first start working together it’s like dating and you will be learning about each other as much as possible. Ultimately, a client is seeking out an agency because they are looking for expertise on how to grow their business and an agency is looking to provide such service to the client. To be successful though both parties must open and share.
Questions are the fast way to accomplishing this so don’t stray from the details because that is where the gold will be. It’s never sitting right on top but buried deep down below.
Do remember back in school when you had to do group projects and there was always someone on the team that just never contributed? I do and it used to drive me nuts. Don’t let that happen when it comes to the client and agency relationship. It’s bound to happen but you need to address it right away to avoid problems later.
The key to collaboration is making sure that everyone knows what is expected of them and understands that when something is needed they able to provide it.
Don’t make the mistake of assuming people are aware of this.
The 3 C’s combined will ensure a smooth relationship between the client and the agency
By creating a system that is based on communication, clarity, and collaboration. You will have a much easier time completing projects in a timely manner and delivering the results that are expected.
