clients insights: Spotting low-grade clients
4 Jul 2009
“IF A CLIENT hasn't bothered to research several consultancies before they chose a shortlist, if they are worried only about price versus quality, if they want a response instantly, if they need to have their hand held throughout the initial process - these are all indicators of how they will behave in future.
“It's up to the company to choose what they are prepared to sacrifice or compromise on to make it worth their while working with that client. Never underestimate the bonus of working with nice people.”
Alicia O'Dell, director, 400 Communications
“MARKETING aspirationally is essential if you wish to raise the calibre of your clients. What I mean by that is not just showing your best work, but also hopefully showing work for clients that your target aspires to.
“Being selective about the work you show and the way you present yourself will attract the right kind of client. It won't of course guarantee that they'll all pay on time and take on board every cutting-edge piece of work you put forward, but your power as a brand in itself shouldn't be under-estimated.”
Dean Ford, founder, Dean Ford Creativity
“THERE’S been times when we’ve turned down invitations to pitch for new business because we felt either the people in control of the project were not the company’s real decision makers, or sometimes it’s been because the company is not a good cultural fit.
“You have to ask the right questions and not get too enthused by the fact you’ve been invited in to meet with someone. You can be positive but it has to come with a heavy dose of realism.
Adam McKillop, web designer, Nottingham-based design collective, 13souls.
“START-up companies often come to us for ideas before they are really ready to get going with the project, and we then have to make a decision whether it is worth working with them, both from our side of things and the clients. If they aren't clear about their brief then we won't be either.”
Charlotte Clements, senior account manager,
Deep, a top 100 branding, digital and print agency.
“IF YOU use a lead generation agency you tend to get lower-level contacts. Business Development is the lifeblood of an organisation, and it’s ridiculous to think you can outsource it to someone else.
“Personal recommendations or personal contacts tend to be at a high level, so networking is good, and so is asking current clients whom they could recommend you to.
“Don’t be frightened to do this, or to think that clients will do it without being asked. Wait until you’ve just done a great job for a client, let them know that you’ve grown your team a bit and you’re looking for a new client and ask if there is anyone they know who you could do some good work for – you’ll be surprised how effective this can be.”
Glenn Elliot, managing director of brand communications agency N1 Creative.
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