Building Successful Client Relationships

How we interact with others defines who we are. This simple truism applies to every aspect of life; from being a child playing with his friends in the sandbox to professionals in the corporate world. Throughout history, many businesses, and leaders, have failed because of their poor/un-engaging interactions with other people. Interaction and communication is how people are able to build trust between one another. This especially applies to employees of digital marketing and web design firms. It is important when working with a client to build trust immediately; for if some sort of confidence and assurance is not formed, it is highly likely a client will not respect or understand creative processes or marketing strategies your company is trying to implement.

So how do you successfully interact and build rapport with potential clients? It isn't as easy as it may seem, especially if you are working under a deadline. But never fear! You are about to be given some top industry tips on how to build and maintain lasting and productive professional relationships with your client base.

Communication is Key

The importance of effective communication in a business setting is a slogan heard in almost every boardroom and workplace across the globe. However, many times it is an under-utilized or improperly executed business strategy.

In the digital marketing and web design world, effective communication is paramount, specifically when an agency is exchanging creative and technical with a new client. The best way to do this is to take special care in identifying each client’s personality, demeanor, business needs, and what they want their end-result to look like. This will help in determine the most effective way to present information, process feedback, and solve problems with this client.

Non-verbal communication is also key when meeting with a client. Actively listening to someone cannot be overemphasized. Showing empathy, and making the client feel comfortable with you only leads to success. So of course, an important part of communication is listening. Many times, while sitting in a meeting, interviewing someone for a press release or news story, or in a client proposal session for business, listening should be conveyed honestly and effectively by the person who is asking the questions. Peter Drucker, a famous scholar and author once said, "The most important thing in communication is hearing what isn't said." In other words, pay attention, and listen. Sometimes not saying anything communicates more than a self-satisfying monologue.

After identifying these initial traits, it is also important to stay in regular contact with the consumer; from relaying updates on the progress of certain projects, to proposing new ideas to improve the desired outcome. By staying in contact with clients, and providing them updates, trust is being built on both sides, which provides for a positive work environment.

The Pitch Process: How it Works

First impressions still make a difference, especially when a prospective client wants to acquire digital marketing and web design services. The first thing an agency should do is familiarize themselves with the potential client’s business or organization prior to the initial discovery meeting. This process may include evaluating the success of their current marketing efforts (both digital and traditional marketing strategies,) overall online presence (social media, SEO, organic content ranking, etc.,) as well as identifying opportunities for improvement, and researching who their strongest competitors or industry leaders are.

Then comes the fun part: meeting with the client. During this meeting, go over the goals the client has, as well as how your agency can best help achieve them. Come to the meeting table prepared. By doing the initial research, and presenting the findings to the client, you almost immediately establish your agency, and its employees, as experts and professionals in this field.

This background research and footwork provides important and crucial information to the client that they may not have been aware of. This establishes immediate mutual respect between your agency and your consumer, as well conveying that your team takes initiative and cares about the projects your agency undertakes.

Problem Solving Through Communication

As in any industry, especially in digital marketing and web design, there is a certain degree of problem solving that an agency has to accomplish so it can best meet the needs of the client, as well as not undertake a project that is overly time consuming and draining. Moreover, situations arise when a client may not understand industry standard methodology or has a problem with how your agency is executing marketing and web design strategies. If this happens, try to resolve any issues immediately, through clear, honest and concise communication.

If necessary, escalate communication to higher level decision makers to ensure there are no misunderstandings. In a worst-case scenario, if this does not resolve ongoing issues, it may be necessary to propose parting ways, and ending a current project.

Making Hard Decisions

Sometimes hard decisions have to be made. Unfortunately, this may include having to discontinue a relationship with a certain company.

If this happens, communicate honestly (either in person or on a call) about why your agency may not be a good fit them and assure them that your team came to this conclusion with their best interest in mind. Address this as early as possible in the discovery process so the client can continue seeking out other suitable options. Remember to be empathetic and helpful; if your company knows of a dependable agency who could be a good fit, don’t be afraid to refer them. This maintains your reputation as an honest and hardworking agency.

Be Yourself

At the end of the day, the most important part of any interaction with a client is being yourself. During the process of a company retaining your services, it is important that your agency’s culture shines through.

These companies are coming to your agency for advice on how to further capitalize and improve their business; so self-confidence and awareness is imperative.

By showcasing your dynamic, diverse, and personable team, your agency can build rapport with potential clients from the very first meeting with them.

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