All we want is a loyal client

Is there such a thing as a loyal client?  I think we all know a few.  But the truth is, most agencies hang onto a client for 3-5 years and then they’re looking around.   If we’re really honest with ourselves — some of the blame for that disenchantment sits at our feet.

When we’re chasing a new piece of business, we are on our first date behavior.  We listen intently, respond instantaneously and we go out of way to be smart, witty and a snappy dresser.  We wine and dine them, literally and figuratively and no one matters more.

But once the deal is done… over time, we get a little sloppy.  It doesn’t matter if the work you’re doing for them is digital, traditional or a blend.   We don’t wine or dine very often anymore.  I know, I know — you’re busy doing the work and they should know that you still love them because you’re busting a hump for them.

There’s more to keeping your clients loyal than just working hard.  Agency Post asked me to explore this topic and offer up some advice on how to nurture your accounts so at the end of the day you can earn a great profit and a loyal client.

Check out my article How to Stop Your Clients from Shopping Around.  I’d love to get your take on this topic.