The Power of 26: You Gotta Dance With Who You Brung!

Greetings once again, and thank you once more for joining me. It’s such a treat to
have you share a few moments with me.

We’ve made it to article Number Five in the series of the Top Ten Mistakes In Advertising & How To Avoid Them.

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Today what I want to share with you is my thoughts on making sure that you stay with the clients that you have, and that you have to work hard to keep nurturing that relationship.

My Mom and Dad passed an expression on to me all those years ago. Sort of stuck with me and I think it’s kind of apropos here. You gotta dance with who you brung.

Now the grammar notwithstanding, you have to please remember to take care of
your existing clients with all the passion, and attention, and devotion you can, before
you clamour and devote your energy to getting more or new clients.

Did you know, and this research has been substantiated by multiple studies, but did you know the biggest reason people change suppliers across all categories is not because of your prices. You might think they’re too high. It’s not because of your product, it’s already doing the job, but a whopping 68% leave because of your indifference to them.

That’s right! You need to show them that you care. You need to be constantly, constantly attending to them. Think of it as an ongoing dating relationship for 5, 10, 15, 20, 30 years where you are forever trying to impress the guy or the girl about your intentions and always wanting to make them feel important and vital for you.

Because the minute you stop giving them that attention, they’re going to find it
somewhere else from another supplier who is prepared to devote the time and energy to keep taking care of them.

That’s great Dennis, but we need to get new business. Yes, yes you do. And that’s vital for every company. Because no one expects you as a business to have only one client.

That’s a precarious business position to be in. When you’re reliant just on one client, one source of revenue, one product or service where your livelihood can be compromised in a heartbeat because of someone else’s decision. That’s scary.

So, nobody likes to be in that position of having only one client. No matter how large. Now, supplier number one gets to being number one because they have multiple sources of income behind them.

So when there is a slowdown somewhere, there’s an uptake somewhere else.
But for every one of those clients that you have, you must continue to nurture them, look after them while they’re in your stable or they are going to leave. I’ve seen it happen too many times because of apathy.

Not that there was anything wrong with the service or the creative efforts of the
teams that I worked with. But too often, as an ad agency, we were too busy running after new business that we didn’t tend to the business we had in hand.

That’s a terrible feeling and I don’t want you to experience that. If you already have, you understand the pain that I’m talking about. So what I want you to do is remember that your existing clients are the ones who pay the bills and they don’t want to be forgotten for a newer, shinier client that you’ve just gone out and won.

Those clients need you to show them the same attention and affection you had for them when they were a prospect. Now that they’re a client they need you to continue to show them that they are important to you.

When their needs are consistently met, when you can continue to deliver what it is you promised, they will be your best testimonials for you to win new business.

In fact I’ve had one client go out of his way to attend a pitch with us, when we were
going after new business. That’s how much he liked the service and attention that we were delivering to him. He actually came to the pitch with us to try and win some new business.

That was a wonderful reciprocal arrangement. He liked our work so much he wanted to help us get more. So please, please, please I implore you take the time to be on a wonderfully regular warm relationship with your client.

That doesn’t mean hand-holding all the time necessarily. It means showing backbone with them and for them. But it also means that you are a resource that they can count on. That you show you care, and that they can depend on you.

Until the next time this is Dennis Kelly of First Impressions Media.
Incidentally if you’d like, there’s lots more information from me on triple W First Impressions Media dot ca.

There’s a whole lot of free resources, and some paid ones, that you can take a peek through. I look forward to hearing from you when you’ve had a chance to visit the site. It’s triple W First Impressions Media dot ca.

Many thanks. Look forward to seeing you on the next article.

You can view Video # 5 at this link:

Top Ten Mistakes In Advertising & How To Avoid Them—videos-by-dennis.html

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Dennis Kelly
First Impressions Media

Ph & Fax: 905-427-3819