The cost of keeping your clients is significantly less than acquiring new accounts. Providing anticipatory service is a very effective and inexpensive way showing you are client-focused and strive to deliver an incredible client experience.
How often do you present work to your clients – work that is entirely on target – work that you are incredibly proud of – only to be shut down by the client who “Hates It?”
Getting a client excited about an idea is a significant step in getting a concept accepted. But nearly all creative work will generate some observations or “opinions” from a client or prospect. How an account person handles that feedback goes a long way toward whether or not that concept will be accepted.
The chances are good that you have presented work you and your team are proud of, and then someone with none of your professional skill, knowledge, or expertise judges it in an instant – often based on vague or subjective criteria. They don’t know much about art, but they know what they don’t like.
It is only natural for criticism to sting. Agency staff can sound defensive or even argumentative when defending a concept which creates a divide between the agency and the client.
Account People are tasked with helping their clients articulate their response in an effective way they are able to move the project forward.
Client feedback can be very frustrating. However, it can be very helpful as they may present things that you haven’t considered. Work collaboratively and respectfully with them, and you may find that they become champions of great ideas. Often they just need more answers to be convinced.
Here are some tips on dealing with criticism of your Agency’s work. Continue reading 'Defend your Creative Work without getting Defensive'