Client BondingClient BondingDouble how long your agency keeps clients

Protect your agency’s most valuable Protect your agency’s most valuable asset:asset:

Your relationship with clients

Which of these clients are yours? 

Steve likes options… But his gatekeeper ad manager only wants one recommendation.

  This most important agency asset, This most important agency asset, your client relationships, is under your client relationships, is under attackattack Client retention is dropping like a stone Industry client retention might last only 2 years soon Most agency leaders don’t understand how weak their

current relationships are (but this information is known within the agency)

Agency leadership can take action now so your agency beats the industry averages

Linda wants an agency that believes in process…. And she’s upset because your agency isn’t providing that.

Conditions that are impacting client Conditions that are impacting client retention at agencies:retention at agencies: Less experienced

client-side managers

Client-side managers who want their own team (own agency)

Increased switching of managers on client side

Advertising is seen as less strategic and more tactical

Greater pressure to reduce costs

Push to consolidate vendors

Less interest in long-lasting campaigns, more interest in short-term projects

Desire for measurable impact now, less interest in long-running efforts

Client consolidations reducing the number of agencies needed

Poor understanding of agency’s role and how agencies can help

More interference from outside consultants

Pressure to find lower-cost alternatives

James feels that an agency’s integrity is of prime importance... What procedures do your agency follow that upset him?

The question is what are you going The question is what are you going to do about it? to do about it?

Sit and watch problems linger, relationships degenerate and your clients leave?

Or be proactive?

Henry seems to go out of the way to fight with the agency… How do you reduce the high agency/client stress that exists?

Your best insurance against client loss is to Your best insurance against client loss is to develop a close working relationship based on develop a close working relationship based on great chemistrygreat chemistry

Great chemistry means high agency likeability Great chemistry is meeting client expectations better Great chemistry shows clients you really care about them Great chemistry is the glue that bonds clients to agencies

Steve constantly rechecks every recommendation you make…How do you get him to make a decision and move on?

To achieve great chemistry, your To achieve great chemistry, your agency needs to develop “system agency needs to develop “system thinking”thinking” No longer does one shoe fit all Now it’s one of four shoes fits No longer can you keep clients by managing them all the

same way Your agency needs to adjust in the way it handles each

client so great chemistry is achieved and maintained for each client

With great chemistry clients don’t just stick, they bond With great chemistry clients bond with the agency, not

individuals

Bob needs lots of support from his agency…How does he measure this and what should your staff do?

This agency training module shows your This agency training module shows your account team how to best work with account team how to best work with clientsclients

Learn how to set up “system thinking” so clients are handled in one of four system approaches

Aldine believes in a logical approach to everything… How do you get her to believe in strong creative insight?

ResultsResultsProcessProcess

RelationshipsRelationships FlashFlash

The course is called “Client Bonding” The course is called “Client Bonding” and it’s taught in one day onsite at and it’s taught in one day onsite at your agencyyour agency All clients put into the system System thinking set up for each client Your staff trained to follow the system Immediate positive feedback from the client quickly proves

the system

Bill wants quick action and quicker results…How should your firm present recommendations to him?

Client Bonding can double your Client Bonding can double your client retention ratesclient retention rates Investment is only $3,500 plus normal travel for up to 10

attendees in the day-long session $100 per person after 10 attendees

Sally is upset with the slow pace your agency is working…Your team doesn’t know that. She wouldn’t tell them.

Client Bonding session shows your Client Bonding session shows your agency:agency: Why clients are different and why they need

system thinking How to set up system thinking at your agency Why clients need to be treated in patterns or profiles

or systems Why different clients need a unique system approach How to determine which system approach to apply to

each client How to present creative materials in a

system approach

Susan loves the flash and dash of advertising…You’re worried that she believes she’s outgrown your agency.

Client Bonding session shows your Client Bonding session shows your agency:agency: How to negotiate over money How to present marketing recommendations How to access the state of the relationships with key

clients Early signs of poor chemistry How to solve problems with clients in a system way How to bond with clients How to avoid “Agency Hell” How to measure the positive effects of system thinking at

the agency

Hank was just appointed marketing director at your best client… He called and asked for a meeting. How do you prepare?

Benefits of Client Bonding you Benefits of Client Bonding you should expectshould expect Client satisfaction with the

agency climbs higher Organic growth improves

(new business from existing clients)

Client/agency tension reduces

Agency teamwork improves Reduced stress between

creative types and account handlers

System thinking becomes the way the agency handles clients

Clients quickly bond with the agency

Client Bonding will be the most popular training program you ever tried

People who missed Client Bonding will want it repeated for them

Client Bonding language will be part of the agency’s culture

Client Bonding manual (95-pages) keeps system thinking fresh for years

Joe always wants the most economical way…Your staff just caught on after 10 months of uproar over billing.

All brought to you by theAll brought to you by theSanders Consulting GroupSanders Consulting Group Operating over 20 years for over 2500 agencies Known around the world as the leading new business

consulting firm Work with some of the best managed agencies on

the globe Selected as the new business training provider to largest

agency in the world We show you how to win by keeping clients longer than

others in the industry

Client Bonding InformationClient Bonding Information

Time: One day plus pre-retreat planning and agenda review

Support: 95-page Client Bonding workbook to guide discussions and keep on schedule

Moderator: Senior consultant from Sanders Consulting,the world leaders in agency new business performance

Investment: $3,500 plus expensesRisk vs. Reward: Keeping one client one week longer pays for the entire Client Bonding training session

Visit www.sandersconsulting.come-mail: info@sandersconsulting.comOr call 800.899.1538 or 412.897.9329