RSML Laws
L. Marc Adams
#1 - It’s client service, stupid!
- It’s easy. You have a client. You call the client. You talk with the client about their needs – not how many creative awards you have won, not how you know so much about marketing you don’t need their input, not “killing time so I can bill you” conversations.
You provide the client with the best service you know how. Return phone calls. Answer emails. And send your own. Treat your client like the valuable asset he/she is. Remember, your client depends on you to help them and by delivering that help the client pays you and you get to keep a roof over your head.
#2 – Enjoy the trip!
- You should like working with your clients. They should like working with you. There has to be mutual respect, trust and confidence that we are all on the same team, with the same goals and interests. And while we all need to be paid, the client should feel that bills are justifiable, reasonable and that the agency is worth every penny.
If you really want to pick the right agency, don’t orchestrate a big dog and pony show. Take each agency out to lunch – or go out for a beer. Talk. Find out who they really are, and whether or not you like spending time with them. Are they interested in you? Can they carry on a conversation that doesn’t involve how wonderful their agency is? Do they have outside interests? Can they behave themselves in public? Do they want to help your business or are they seeking an express lane to your check book?
If you don’t like them, don’t hire them.
#3 – Don’t get a charge out of everything
- Yeah, we know. Agencies have overhead. And employees who need to be paid. A dog that insists on the premium dog food. And there’s that fancy new car the CEO has an eye on.
But if an agency can’t make it without charging a client for every 5 minute phone call, maybe they need to look at cutting their costs, instead of adding to yours.
Simple, right? We think so. Apparently, however, others do not – so it must be “Rocket Science”.