karl sakas - don't just ‘make the logo bigger’: how to satisfy your most-demanding clients...

Karl Sakas, Agency Consultant

@KarlSakas | Karl@SakasAndCompany.com

The Problem

http://giphy.com/gifs/s4AQve5NMsFcQ

http://www.youtube.com/watch?v=R2a8TRSgzZY

@KarlSakas

What Clients REALLY Want

1. Empathy

2. Expectations

3. Incentives@KarlSakas

@KarlSakas

#1:

Empathy

Warmth +

Competence

@KarlSakas

Competence

Warmth

High Warmth

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Low Competence

High Warmth

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High Competence

Low Warmth

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High Competence

Low Warmth

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Low Competence

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+

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- @K

arlS

akas

Competence

Warmth

High Warmth

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Low Competence

High Warmth

&

High Competence

Low Warmth

&

High Competence

Low Warmth

&

Low Competence

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+

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- @K

arlS

akas

Competence

Warmth

High Warmth

&

Low Competence

High Warmth

&

High Competence

Low Warmth

&

High Competence

Low Warmth

&

Low Competence

+

+

-

- @K

arlS

akas

Competence

Warmth

High Warmth

&

Low Competence

High Warmth

&

High Competence

Low Warmth

&

High Competence

Low Warmth

&

Low Competence

+

+

-

- @K

arlS

akas

Competence

Warmth

High Warmth

&

Low Competence

High Warmth

&

High Competence

Low Warmth

&

High Competence

Low Warmth

&

Low Competence

+

+

-

- @K

arlS

akas

Competence

Warmth

High Warmth

&

Low Competence

High Warmth

&

High Competence

Low Warmth

&

High Competence

Low Warmth

&

Low Competence

+

+

-

- @K

arlS

akas

Your Favorite

@KarlSakas

#1:

Empathy

#2:

Expectations

@KarlSakas

http://www.flickr.com/photos/goblinbox/6790540052/

@KarlSakas

Kickoff…

and

Pre-Kickoff

@KarlSakas

@KarlSakas

Pre-Kickoff Survey

What do you do?

@KarlSakas

#2:

Expectations

#3:

Incentives

How to say “NO”

Hint: R-O-C

@KarlSakas

R-O-C Framework

2. Give 2-3 Options.

3. Let them Choose.

Cite a Reason.1.

@KarlSakas

Act Out!

Real-World R-O-C Examples

1. Client asks you to do something stupid.

@KarlSakas

2. They keep calling for help after launch.

Real-World R-O-C Examples

@KarlSakas

3. Past-due client wants new, urgent work.

Real-World R-O-C Examples

@KarlSakas

What Clients REALLY Want

1. Empathy

2. Expectations

3. Incentives@KarlSakas

www.flickr.com/photos/imnotquitejack/3918038560

R-O-C Framework

2. Give 2-3 Options.

3. Let them Choose.

Cite a Reason.1.

@KarlSakas

Go to

bit.ly/getagencytips

Get eBook + Tons of Tips�

Karl@SakasAndCompany.com

@KarlSakas

Image Credits

● Photo by tec_estromberg - CC BY 2.0● Blocks: https://www.flickr.com/photos/35168673@N03/6086229920/● Others: Public Domain