Having clear and consistent communication is the foundation of a successful client relationship. Account executives are the main point of contact between your team and the client so it’s essential to inform clients at every stage of the campaign. Being on the same page as a client leads to creating and continuing strong relationships with clients.
As the Head Account Director at Main Hill Media, the University of Arkansas student-run advertising and creative agency, I’ve been client-facing for the last year at Main Hill. Here are some tips to create strong client relationships and effectively manage client dynamics:
1. Understanding Client Goals and Preferences
An account executive’s role is to connect client expectations to the creative work in a campaign, so having a deep understanding of a client’s goals and objectives is imperative.
I always ask a lot of questions when meeting with a client to fully understand their brand, vision and expectations. It’s also important to remember that every client is different. Understanding not only their goals, but also their communication style will help establish a strong relationship.
2. Consistency and Accountability
Consistency is key, so check in with clients more than you might think you need to. I always make sure I’m following through with promises and ensuring I’m meeting deadlines, which builds trust and reliability with clients.
Also, creating consistent check-in meetings to go over campaign progress will keep you and a client on the same page.
3. Always being Honest and Open
When starting a campaign, it’s important to set realistic expectations and continue to touch base to ensure you’re meeting those expectations.
I always go over any campaign changes with a client and guarantee that all changes are approved before implementing them. And, if a problem arises, it’s important to take accountability and be proactive to fix the issue.
4. Continuing Relationships after the Campaign
Lastly, even though a campaign has ended, that shouldn’t mean your relationship with a client should. Checking in with clients post-campaign to hear feedback and understand what worked well and what didn’t is helpful to not only you, but the client too.
Also, offering recommendations and tips for the future as well as metrics or data from creative work during the campaign is valuable to maintain a strong client relationship.