Last week, my rant about GOOD clients going really LAME struck a big chord with my readers. I received multiple e-mails and private messages on social media applauding the article and offering me support for my position.
That prompted me to write THIS rant that I think a LOT of people need to hear:
How to be a GREAT client.
Nobody talks about this, but it’s hypercritical to success in any endeavor where you are buying and receiving professional advice or services.
Unfortunately (and part of the reason for the response to last week’s rant), the modus operandi for most people is to treat their vendors, suppliers and consultants like scum-sucking servants who are easily replaced and should feel honored to occupy the same space as them.
For starters, BAD clients start out by beating their consultants and vendors up on price without adjusting their expectations. For the record, when you ask an advisor for a discount, you’re disrespecting their integrity, expertise and value – and nobody feels great about working with someone who belittles their value from the first interaction.
Once these bad clients have attempted to haggle down the price, they then choose the CHEAPEST possible service but demand the BEST possible outcome. Once engaged, they proceed to ignore all the advice they are given (and are paying for). They drag their feet on scheduling meetings, submitting critical information and giving approvals, forcing you to constantly waste YOUR time chasing THEM. You’re a lifeguard trying to save someone from drowning who is kicking, screaming and fighting you the entire time you’re trying to drag their dumb ass to safety.
Of course, this puts everything on backlog…but they still expect you to DROP EVERYTHING and ignore all your other clients, projects and deadlines to get THEIR work done or to fix THEIR problem, even though they created it. Their lack of planning becomes your emergency.
Then, when you’re a little late on delivery or you make a mistake because you’re now rushing, they start behaving like a cranky 4-year old in desperate need of a snack and a nap, reminding you how lucky you are to have them as a client. And because of ALL of this – their cheapness, gross dysfunction, refusal to LISTEN and FOLLOW your advice, and difficulty in engagement, they don’t get the best possible outcome but BLAME YOU for it all.
Can you relate?
Crappy clients like this suck ALL the energy out of you, creating a lot of unnecessary frustration and anxiety for you and your team – and if it goes on long enough and they’re RUDE and unappreciative on top of it all, you’ll start to really resent them.
Here’s what bad clients don’t seem to understand: No one does their BEST work for someone they resent or dislike, period.
You don’t get extras.
You don’t get favors.
You don’t get anything more than the minimum.
(If you’re in a restaurant, you get spit – or worse – in your food.)
The late, great “Godfather of Advertising,” David Ogilvy, once said: “Clients get the advertising they deserve.”
What he was talking about was how important it is for a client to be a productive, respectful, REASONABLE client for their advertising agency IF they want to get the best possible ROI. In his book Confessions Of An Advertising Man, he wrote the list below in an open letter to all of his prospective clients – and it’s every bit as relevant today as it was 55+ years ago, when he ran Ogilvy & Mather.
So, as you read this list, look at it from two angles.
First, you might want to put such a list together yourself to give to prospective clients to help them understand how to be a good client for you. Second, start asking the vendors YOU work with how you can be a “great” client so that you get the best possible work, creativity and result…for YOU.
- Select the right agency: Don’t choose an agency blindly. Consider their experience, expertise and whether their work style aligns with your needs.
- Emancipate the agency from fear: Encourage open communication and trust.
- Brief them thoroughly: Provide a clear, concise and comprehensive briefing to ensure everyone is on the same page.
- Don’t interfere with the creative process: Trust the agency’s expertise and avoid micromanaging the creative work.
- Provide adequate resources: Ensure the agency has the time, budget and support needed to produce high-quality work.
- Be candid and encourage candor: Open communication is essential for a successful partnership.
- Set high standards: Don’t settle for mediocrity. Encourage the agency to strive for excellence.
- Test everything: Use data and analytics to measure the effectiveness of your campaigns and make adjustments as needed.
- Don’t underspend: Cutting corners on advertising can be a false economy. Make sure you invest enough to achieve your goals.
- Tolerate genius: Be open to creative ideas, even if they challenge your assumptions.
- Make sure the agency makes a profit: A healthy agency is a successful agency.
- Don’t haggle: Focus on the value you are getting, not on squeezing every last penny.
- Don’t waste time on problem babies: Focus your resources on campaigns that are working.
- Hurry (profit is a function of time): Time is money, so don’t drag your feet.
Great clients and true leaders deserve to be recognized. If you’re committed to bringing out the best in your partners, your team and your business. Apply now for the MSP Titans Of The Industry Awards and take your place among the best.
