Helping your client’s business grow is vital to building long-term, mutually beneficial relationships. No matter what line of business you’re in. When your clients know they can rely on you for growth strategies, they are more likely to stay with you, give you a larger piece of their business and refer other firms to yours. In other words, building your client’s business leads to building your business.
How do you help them grow? By serving as a tireless steward of their brand. This means knowing their business intimately, understanding the competitive environment they work in, developing powerful strategies and solutions, and helping them look forward so they can anticipate and prepare for new challenges and opportunities.
Go the extra mile by making connections for your client with individuals or groups in your network that could be helpful to them, inviting them to participate in relevant face-to-face and online events, and serving on boards relevant to their business.
As a creative integrated advertising agency. View is all about brand stewardship. We have a reputation for helping each of our clients leverage their unique attributes in ways that help them grow and maintain leadership status in their respective fields. You can do this for your clients through an approach that includes these steps:
1. Get under the hood of client’s business.
Your work begins with due diligence. Research your client’s company and the competitive landscape before your first conversation. Be informed so that you understand what they’re talking about when they share their perspectives.
Then ask them provocative questions that encourage them to give you a glimpse into the good, the bad and the ugly: What’s their unique sales proposition? What are they trying to achieve over the short and long terms? The kind of headaches are their competitors dishing out? Things that keeps them up at night?
Listen, learn and ask questions. The better you know your client’s business, culture and goals, the more prepared you will be to diagnose their issues and recommend solutions that will put them on track toward success.
2. Be a creative, open-minded problem-solver.
Never give a client the “same old” solution. Look at every situation as unique, and consider it from a variety of perspectives. When your client makes a request, respect that but also do the deeper dive to see whether they’re asking for the right thing or if what they really need has more dimensions to it. Part of the value you deliver is being able to look objectively at the challenge your client faces and open their mind to fresh ideas.
For example, virtually every new client who walks through the door of View tells us they want a digital campaign. And while it’s great that they recognize the critical nature of having a digital presence, that’s not always the right — or the complete — answer for them. We collaborate across disciplines within our team to discuss alternatives and arrive at the ideal multi-pronged, comprehensive approach.
Knowing your capabilities, having the right people in the right seats and being open to exploring a variety of perspectives equips you to provide this level of service.
3. Be a collaborative partner, not a “yes-person.”
One of the best things you can do to help a client grow is to teach them how to work on their business, not just in it. Make the company leader(s) a partner in your efforts and have ongoing conversations about what you’re achieving together and what you need to strive toward next. Objectively assess your own efforts as part of their big picture, and be honest and open about their side of the effort. In other words, if they’re doing something you know is out of line with their best interests, tell them!
We created a phenomenal TV, radio and print ad campaign for a new customer that we knew would drive heavy business to their stores. Unfortunately, the physical stores and the telesales team were not delivering the experience we promised in the ads.
We addressed this disconnect directly with the client. And they agreed to allow us to develop a more integrated solution, incorporating store redesign and sales team coaching. We would have done a tremendous disservice to our client by luring customers to the stores knowing they would be met with a disappointing experience.
4. See around corners where client’s business needs improvement.
You bring a new dimension to your client’s business in that you can be objective and help them see new paths or roadblocks ahead that they might otherwise miss because they’re so deep in the weeds.
Stay informed about what’s happening in their industry and build a depth of knowledge beyond their expectations. You may be able to identify pockets of opportunity. They have overlooked or help them avoid pitfalls simply by staying a step ahead.
Be a brand ambassador and a passionate, proactive partner, and you will fuel steady growth for your client’s business as well as your own.