11 client mistakes that pr and marketing agencies make - and how to fix them
TRANSCRIPT
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