How big is your client list?
Recently, I’ve been sat back reading. Just putting my feet up on the table, a cup of coffee steaming beside me and all the time in the world to consider things like why water is wet and how many elephants David McKee could draw in two minutes.
Important stuff.
So it’s whilst all this change the world philosophicationising is going on that my eye fell across agency ads.
Agency ads – the job an agency hates. How do you sell yourself? There are so many great things about us, we tend to think, why stick to just the one? Why use the approach we take with clients? We could miss out on the element of our business that chimes with what they want.
We’d like to please everyone, on the off-chance that something will stick.
The result seems to be a mixed bag and I was a little surprised at how many agencies went big on boasting about the clients they work with.
Is this a persuasive argument to use an agency? It’s true that some clients do believe that because you have worked with client A then you’ll be perfect for their needs also.
Makes sense to a certain extent.
It shows experience and a level of service that will no doubt rub off into their product.
Seems appropriate, right?. The strategy is akin to hauling your portfolio around and hoping the client sees something that rings true with what they are looking for.
But thinking about it deeper it struck me as an odd strategy. Like someone who brags about their sexual conquests.
Which is risky, because what happens if someone walks past and says: “oh yes, I’ve slept with that person as well”. And then someone else coughs and says “umm… actually…”.
And so on.
Because really, for the most part. Well…
We all have.
It doesn’t make it any less special, but it does make your point of difference a little less different.
Whereas Head First… well we introduced them to our mums.
Nice article and you are right in so many ways. Bragging about your client list doesn’t solve a prospects problem, it may even make the prospect uncomfortable. In fact I think can be detrimental in some cases.
Your previous experience and knowledge provide you with confidence and that’s it, but the prospect is not as interested in you as you may think. They are interested in themselves. Me,me,me, understand me.
The point I believe is to firstly find out what the prospects issues are, what keeps them awake if you like and what they were hoping an agency could do to fix those issues, why do they have these issues, why couldn’t the incumbent solve them etc If you can great, if you can’t then don’t proceed to go and collect £200. If you have a solution to a brands problem and as of yet haven’t worked with a competitive client who cares, probably only you and your mother.
If you were hit by a car, when the ambulance turns up do you quiz the medic about where he was trained. how many car crashes he had attended recently and what awards he has won? Or do you just want him to fix you?
If you find out what pains the marketing director is really suffering and you understand them and can offer a genuine solution this is more important to them than previous experience, awards, your website and maybe even your fees.
Seek first to understand then be understood.
Prescription without diagnosis is malpractice.
Number one reason from CEO’s why agencies of all sorts get fired “they didn’t understand my business”
You are my friend when you walk in my shoes.