How to build strong client relationships

All agencies depend on building strong client relationships but in practice this is often quite challenging.  Some relationships click, some don’t.  This 3.5 hour workshop offers a very rigorous analysis of all the ingredients that build a robust, deep, long-term connection with clients.

Who is the course for?

Client-facing staff in any type of communications agency or consultancy.

What’s covered?

Developing your antennae – doing an audit

One of the key themes of the workshop is around developing your ‘antennae’.  Successful client-service managers may have different styles, but they all have antennae, sharply tuned to any little detail that could affect the relationship.

During the workshop, participants audit the strengths and weaknesses in specific client relationships and develop a plan to strengthen them.

Breaking down the elements of the relationships

The workshop uses the Trust Equation, which was developed by David Maister, to anaylse all the ingredients of the relationship.

PROCEDURAL RELIABILITY – Delivering when you say you will. The processes and admin.

PROFESSIONAL CREDIBILITY – The quality of the services you provide (strategy, medical writing, creative, digital thinking etc).  Your knowledge of the client’s world and business.

INTIMACY – The connection you make with the client.  This is the most complex of the ingredients and the one I spend most time on.  It covers the importance of ‘active listening’ plus insights and behaviours that can build trust to help the agency become a partner rather than a supplier, and ensure the relationship is collaborative and not transactional.  I also cover mapping the client organisation; building intimacy at all levels.

SELF-ORIENTATION – All of the above are undermined if the client feels the agency’s work is for its own benefit, so here it is about noting any watchouts e.g., forcing a process or approach on a client, not listening, not following feedback etc.  Self-orientation is the exact opposite of intimacy.

Testimonials

The course has been run with staff from agencies in both the consumer and healthcare sectors – incl. Page & Page, Ovid Health, Havas, TBWA, 11 London, VCCP, Mother, Abbott Mead Vickers, Carat, MediaCom.

“We’ve had very positive feedback about the training from everyone who attended.  It’s been very helpful”.

Stephen Page, Founder, Page & Page

“We run it several times a year because it gets great feedback”.

Louise Mossman, Head of L&D, Havas

“Thank you so much for the session yesterday.  We had a little team pub outing afterwards and everyone was really raving about it – really appreciated your perspective and style.  We’re all set to apply this methodology to the other clients on our roster – lots of work still to be done”.

Jasmine Portman, Account Director, Creature

“The structure of the audit has already pinpointed areas for improvement that my colleagues and I are discussing”.

Account Director, Wunderman Thompson, via IPA Training

“Really informative and useful with lots of takeaways, which I’m looking forward to implementing”.

Account Manager, Mother via IPA Training

“Thanks for the very inspirational session. It kick-started many thoughts and ideas on how to approach the way we work with our clients internally, and how we can use it to utilise our client potential.  I will definitely start to implement some of the tools from the ‘Antennae audit’ into my work”.

Client Director, Everland Copenhagen

All of our courses can be run virtually or face-to-face. We also offer bespoke prices for in-house or larger groups, as well as lunch and learns. To find out more on this and get a quote, please get in touch with alexandra.moore@pmsociety.org.uk