Winning a Client is Easy, Keeping Them is Hard
In today’s world, agency and brand relationships can often fall into the ‘transactional’ category, prioritizing immediate gain over long-term partnerships built on trust and mutual growth. However, authentic conversation, easy banter at the beginning of a call, and a genuine interest in the person behind the brand foster partnerships that outlast a one-time project / SOW.
Of course, this does not diminish the importance of ‘staying on topic’ in a meeting or achieving objectives efficiently — or, as we like to say, ‘getting sh*t done.’ Nevertheless, these authentic interactions often lay the groundwork for successful collaboration for the project at hand and a sense of trust that enables the client to see a continued partnership.
Below are a few approaches for cultivating a relationship that extends beyond a single project:
Personalized Communication: Go beyond formal emails and calls. Take the time to engage in informal check-ins, ask about their weekend plans, and genuinely listen to their responses to get to know the person behind the brand.
Examples: “How was the concert last week?” “Is your son feeling better?” “Did you have fun at that new restaurant opening?”
Understanding Their Goals: Demonstrate a deep understanding of their business goals, challenges, and dreams. Care about what they care about!
Examples: “What is your personal dream for the brand?” “How would you like to see the brand evolve over the next few years?” “What are the biggest challenges you’re currently facing?”
Proactive Support: Anticipate their needs and provide proactive suggestions and solutions. Offer insights, industry trends, or opportunities that could benefit their business, showing that you're invested in their success.
Example: “Passing along this great article I read about ‘X’ and ‘X. Thought you’d enjoy it as it talks about…”
Transparent Collaboration: Foster an open and transparent environment where feedback is welcomed and addressed constructively.
Example: “Would love to hear any feedback you have regarding the designs we shared this week! We’re committed to getting it ‘right’ and want to make sure it feels aligned with the brand. Excited to hear your thoughts!”
Celebrate Milestones: Acknowledge their achievements and milestones, whether big or small.
Example: If you noticed their brand was featured in Vogue, send them a quick celebratory note. If you know they just completed their 1st year as a brand, send them a cake!
Follow Through: Nothing builds trust like an agency simply delivering on its promises, commitments, and deadlines. Don’t be the team who consistently asks for extensions — instead, always under promise + over deliver!
Example: “As promised, passing along X!” “Excited to share X with you ahead of schedule.”
Although the approaches outlined above may seem unconventional now, their future rewards will undoubtedly prove invaluable. Again, it’s common for society to prioritize quick wins and immediate gains, yet the true bedrock of lasting agency-brand relationships lies in authenticity, trust, and genuine connection.
