Date post: | 22-Jan-2018 |
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11 Client Mistakes That Agencies Make
What do clients say to you
when they leave?“It’s not you. It’s us. We’ve had budget cuts, need to go in a different direction, don’t need your services.”
What do they really mean?
It’s you, not us.
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Mistake #1
Give your client a weapon
in your welcome kit.
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Fix #1
Deliver a welcome that
details relationship objectives,
scope of work, timeline, deliverables, etc.
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Mistake #2
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Deliver assets
that weren’t requested and
not delivering assets that
were requested.
Fix #2
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Create scope of work
with client signature.
Update as needed and get client OK.
Mistake #3
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Wait for clients
to ask for updates.
Fix #3
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Identify communication frequency based on
project timeline and client’s preferences.
Mistake #4
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Go public with client’s news
without permission.
Fix #4
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Ask before you promote work
done on behalf
of a particular client.
Mistake #5
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Charge client extensive time or
demand a bigger time commitment from client
to get new staff up to speed.
Fix #5
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Create an in-house
knowledge bank
for every client and every project.
Mistake #6
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Send poorly prepared staff
to prospect presentations or
client meetings
Fix #6
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Ensure staff is knowledgeable
and
comfortable speaking
with prospects and clients.
Mistake #7
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Submit mediocre deliverables.
Fix #7
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Review all deliverables
to ensure they’re good
on their own and
fit client’s objectives.
(Proofread too!)
Mistake #8
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Continue a project
you realize won’t work.
Fix #8
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Be honest if project goal cannot be achieved.
Consider alternatives
or suspend project.
Mistake #9
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Shut down client ideas
without listening.
Fix #9
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Listen. Pause. Reflect.
If you still don’t think it is effective, explain why.
Mistake #10
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Fail to understand
why agency was hired.
Fix #10
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Contribute
to the client’s business success.
Mistake #11
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Ask “how are things going?”
Fix #11
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Ask probing questions.
• What do you think is the best part of the project?
• What could be done better or differently?
• How is our work helping your business?
BONUSMistake
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Let clients leave silently.
BONUSFix
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn
Ask for feedback.
Send a survey.
Consider third-party interviews.
11 Client Mistakes That Agencies Make
Let’s talk more ….
Ann M. Gynn, [email protected]
216.235.4566www.LinkedIn.com/AnnGynn
2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn