digital creative

How to Build a Better Agency-Client Relationship



As an agency, it's crucial to have a strong relationship with your clients to ensure success and growth. However, sometimes that relationship can sour, leading to disappointment and frustration for both parties. In this post, we'll explore why this happens and what steps you can take to build a better agency-client relationship.


Section 1: The Importance of Possibilities in the Agency-Client Relationship

The agency-client relationship is built on the possibilities that each party sees in the other. For the client, they're excited about the possibilities of generating more leads, increasing revenue, and hiring more salespeople. For the agency, they see the possibility of proving their capabilities, delivering meaningful results, and becoming more profitable.


Section 2: The Slow Drip of Relationship Erosion

Unfortunately, sometimes the relationship can lose momentum and grind to a halt. This often happens slowly over time, with one small misstep after another. The agency may feel like they're walking on eggshells, not wanting to upset the client and risk losing their business. But at some point, something goes wrong, and the client decides to cancel their contract.


Section 3: The Client-Teacher Relationship

The agency-client relationship should ideally be one where the agency acts as the teacher and the client as the student. The client should be open to learning from the agency, but often they come in with their own set of demands and requests. This can cause conflict and frustration, as the agency tries to balance the client's needs with their own expertise.


Section 4: Finding the Ideal Client

To avoid this type of conflict, it's crucial to find the right clients from the start. By looking back on past clients, an agency can determine what attributes they value in a good client and what to avoid in a bad one. This can help them identify their ideal client quickly and more efficiently in the sales process.


Section 5: Preparing Your Client Draft Board

Just like a sports team drafts players, an agency needs to draft clients that fit their ideal criteria. By creating a draft board of potential clients, an agency can ensure that they're targeting the right prospects and avoiding those that don't fit their criteria.



By following these steps, an agency can build a better relationship with their clients, avoiding conflict and disappointment. Finding the right clients and fostering a client-student relationship can help ensure success and growth for both parties.


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