I’ve been informed by a number of public relations professionals that last week’s post, “9 Telltale Signs An Agency-Client Relationship Is On The Rocks” was way off base (grin).
Apparently, there are well over nine telltale signs. I left out a few very obvious ones, like this one from Seattle-based PR pro Steven Spenser: “the client stops returning your phone calls, and getting her on the fone (sic) … becomes difficult.”
Or these gems from Gillian Findlay of Cambial Communications, greater Johannesburg, South Africa: “When the client asks to see the agency contract, the writing is on the wall. Another sign is when the agency is moved from a retainer to project basis.”
In England, where “manners rule,” Nigel Massey, chairman of The Massey Partnership in London, says that when a client is “terse in tone” then it’s “patently clear that the wheels have come off.”
Robert Sanders of Pittsburgh, Penn.-based Sanders Consulting, which consults with firms on new business strategies, tells his clients facing retention challenges to focus their attention on “controlling the relationship rather than attempting to control the client.”
Sanders said, “Agencies that modify behavior to make clients more comfortable improve cohesion and enhance their chances of retaining clients.”
He also believes that “chemistry” is the most important part of winning new business. I think many of us would agree that chemistry is also an important component of client retention.
Peter Smith, a U.K.-based veteran marketing, advertising and PR professional and today a managing director at The Marketing Doctors — a customer engagement firm — generated the most creative response to “telltale signs.” While Smith cited the client’s call for a “review meeting” as a telltale sign (and he’s spot on with that one!), he followed with this creative, albeit somewhat cynical progression of all too many agency-client relationships (passed on to him by a former client):
Month -3 to 0 Flirting
Month 0-3 Passionate, creative, invigorating
Month 4-6 Steady, reassuring
Month 7-9 Annoying habits start to emerge
Month 10-12 Predictable
Month 13-15 Little dissatisfactions chip away
Month 16-18 “I met this really interesting person at an industry dinner….”
Month 19-21 Illicit meetings with new person leading to…..
Cynical? Moi? No – just seen it all happen too many times!