Client Tips From A Dichotomous Viewer

By way of introduction, my name is Karl Stetson and I am an SAS / media strategist with the Silicon Valley office. After six years at Edelman in Seattle, I joined Zeno’s green machine in May of this year. Before that I was at Waggener Edstrom for about two years.

Prior to joining the agency world however, I was “the client” and thought it would be interesting to share with you some of the things that have come in handy over the years, given the fact that I’ve sat on both sides of the table.

I spent seven years on the client side of the equation, with tours of duty that included Rational Software, IBM and a unique start-up in Silicon Valley called Noosh.

During those seven years I hired, worked with and on several occasions, fired six different agencies. I realize that all clients are not cut from the same cloth and that our collective experiences with them varies, but I can share with you what I have seen and what I think it means to deliver true client delight. More specifically, I'll share some of the key items that I needed as a client to achieve my goals and have a positive relationship with my agency partners. 

The Devil is in the Details

As a client, I was always very aware of how well the agency paid attention to details, both small and large. I often found that a lack of attention paid to the smaller things could get in the way of larger objectives. As corny as this may sound, the devil really is in the details and some of you would be surprised to find out just how much the "little" stuff can derail or enhance the client/agency relationship. Whether it's the formatting of e-mails, the consistent or inconsistent style in which we communicate our counsel or even the frequency of contact with clients, it is always paramount to pay attention to the details. 

For example, have you ever encountered a client so distracted and/or frustrated by any number of small, detail-oriented items not handled to their liking, that they simply can't get past it enough to pay attention to anything else? It's not a lot of fun when you're working hard in an effort to deliver real value, only to have your client focus their attention on formatting issues or "small" details missed in a report, plan or e-mail. You never know what will and won't catch a client's attention at any given moment. As a client, it made me question my agency's ability to deliver on big picture goals if they couldn't pay attention to the "small" details. 

So what is it that I mean by the "little things” and what did I care about as a client? Below, in no particular order, are 3 things that frustrated me about working with agency partners.

1. If you can find the answer to a question with some research or by simply asking a teammate, please do so. It was always frustrating when agency X would ask me for something that I had already provided and/or something they should know.
     
2. The other side of that coin is to make sure that you always ask if you don't know something. The key, however, is when and who to ask. Raising a question with the wrong person at the wrong time can expose you to clients and possibly make them doubt your value. I do subscribe to the idea that there is no such thing as a stupid question, but like I said before, timing is everything.
     
3. If the client asks you to change the formatting of an e-mail, report or plan – do it. It always frustrated me when I had to ask several times before the changes were made. Take the time to determine the best possible way to optimize your clients' ability to process the information that you provide them. Some like it short and sweet. Others like a novel. Some like bullet points. Others want you to spell it out in a conversational tone. Find out what works best for your clients and be consistent in how you communicate with them.

No Order Takers Allowed

Here are a couple additional items to consider as well. These don't fall into the category of "small" details, yet as a client I've seen them overlooked or simply forgotten many times. We all know how demanding clients can be and our workloads can be daunting, but no matter how crazy it gets, these are things that should never be forgotten. Speaking from a client's perspective:

• Don't just tell me “yes” or what you think I want to hear. If a request is unrealistic or if a particular strategy or idea that I have won't serve my best interests, step up to the plate and tell me. Be professional about it and frame your feedback appropriately with supporting evidence or argument, but don't just go along with everything that I say. None of us can see 360 degrees around anything and that's why we work as a team. Honesty and collaboration are the keys.
    
• Demonstrate that you’re as invested as the client – this is a partnership. One way to do this is to bring new / unexpected ideas to the table. For example, unprompted, provide thoughtful insight on non-traditional industry trends and how the client can engage in or lead the conversation. Our job is to remove them from their bubble so they can see possibilities that otherwise aren’t on their radar.  They pay for our counsel and ultimately to help them achieve their business goals. You can't do that by simply taking orders and being a worker bee. No matter what your position on any given team, we can all make a difference; we can all add value. Don't ever be afraid to bring your ideas to the team in an effort to put your best foot forward with clients.

Something that has really impressed me about being at Zeno and Edelman is that we do make the extra effort to pay attention to the details and to become that trusted advisor. With that said, it never hurts to be reminded of just how important it is to keep your eye on the ball. Bottom line, don't let a lack of attention to details overshadow the amazing work that you are doing for your clients. 

Join the Dialogue! 

Do you find that attention paid to the even the smallest details enhances your working relationship with clients? How do you and your teammates ensure that there is a constant focus on details – large and small?