Love your existing clients. That’s my mantra for the rest of the year. Make every day like you’re pitching for their business. Show them work for free. Give them unsolicited ideas. Make them sweat. Make them uncomfortable (at times). Make them know that you are always thinking about them and their business.
And that’s nothing new. We do think about our clients every day. We just don’t tell them as often as we should.
The interesting thing about working for an advertising agency is that (at times) we’re terrible communicators. Ever look at most agency’s web site? How about the print campaign they create for themselves. Most people will say it’s because we’re too busy working on client business to work on ourselves. You know the old ‘the show makers children have no shoes’ story. I think that’s a bunch of bull. But that’s a posting for another day.
Today and every day we should remind our clients why they chose us in the first place. Remember – our clients chose to work with us. They didn’t just hand us their business. They had us come in, show them what we can do, show them our thinking, and they chose to work with us. Every day when we show them what we do – our thinking, our creativity, our strategic brilliance – we reaffirm that choice.
Today let’s do something amazing. Let’s find a nugget that our client hasn’t thought of first. Let’s uncover an insight that really makes us stop and think. Let’s find a creative solution for the same old problems. Let’s go out of our way to thank our clients for trusting their brands (and their jobs and future promotions) with us.
Today let’s keep our eye on the small stuff. Let’s make sure that everything has been through editorial – even if it’s only for an internal meeting. Let’s follow-up on that e-mail request a little faster. Let’s attend a meeting in person versus on the phone. Let’s make sure we fill out our timesheets quickly so we can make sure we’re on budget. Let’s communicate internally so we can make sure we’re on task.
And let’s not forget that if we don’t do all of these things every day, we risk losing everything.
There are 293 days left in 2012. That means we have at least 293 new business meetings to do this year. Every client. Every day.