Episode 180:

Agencies have an accountability problem and it starts at the top.

Every day, as owners and team members we make promises to our team. I’ll get the copy to you by 5.” Or, “I’ll have my part of the RFP done by Tuesday.” You’ve heard yourself making those commitments and then you hear that voice in the back of your head say, “I hope.”

If we as owners can’t honor our promises, how on earth can we expect our team to honor theirs? As owners and principals, we overfill our schedules. We overpromise – and guess what? The natural outcome of that is we under deliver, let down our team and set up a pattern where pretty soon, they take everything we say with a big grain of salt.

Everything we do, internally and externally, is deadline driven. If you’re wondering why your employees don’t seem to worry about deadlines or other commitments, like budgets, look no further than your mirror. Odds are, without knowing it, you’ve taught them that the promises we make are “fluid.”

We must be accountable – and hold our teams accountable – for time commitments.

This episode of Build a Better Agency is a solocast. It’s all about providing more leadership in our promises to deliver projects (or answers, or whatever the deliverable may be) on time. We’re all incredibly busy, and too often we use that – and accept that – as an excuse.

You don’t want your agency to be a place whose staff members don’t respect each other enough to keep their promises. And you don’t want your agency to let down or embarrass clients because you didn’t deliver something on time. These are the games we play when we don’t take our time commitments seriously, and they have to stop. Accountability is the key to honoring our word and earning our team and clients’ confidence.

Dig into this issue with me and let’s examine a culture that is reluctant to say no. Let’s look at how we track (or don’t track) our time and our employees’ time. Our goal is not to micromanage or pad billable hours but to get a clear handle on whom and what it really takes to deliver on a project so that we are putting enough time in the calendar to get it done on time and within budget.

What You Will Learn on This Episode:

  • The difference between expectation and agreement
  • Why accountability for deadlines starts with you
  • How to put more breathing room into your calendar so you can honor your agreements
  • The life-changing magic of timesheets
  • Why internal deadlines are at least as important as client deadlines
  • How to build a traffic management function into an agency of any size
  • How to make accountability a lived core value within your agency

The Golden Nuggets:

“When you break a promise to a client, you are making them look bad within their organization.” – @DrewMcLellan Click To Tweet “If we as owners don’t honor our promises, how on earth can we expect our team to do so?” – @DrewMcLellan Click To Tweet “We have to put accountability back into our agencies.” – @DrewMcLellan Click To Tweet “Accountability is not optional in today's agency. And it starts with you.” – @DrewMcLellan Click To Tweet

Drew McLellan is the CEO at Agency Management Institute. He has also owned and operated his own agency since 1995 and is still actively running the agency today. Drew’s unique vantage point as being both an agency owner and working with 250+ small- to mid-size agencies throughout the year gives him a unique perspective on running an agency today.

AMI works with agency owners by:

  • Leading agency owner peer groups
  • Offering workshops for owners and their leadership teams
  • Offering AE Bootcamps
  • Conducting individual agency owner coaching
  • Doing on-site consulting
  • Offering online courses in agency new business and account service

Because he works with those 250+ agencies every year — Drew has the unique opportunity to see the patterns and the habits (both good and bad) that happen over and over again. He has also written two books and been featured in The New York Times, Forbes, Entrepreneur Magazine, and Fortune Small Business. The Wall Street Journal called his blog “One of 10 blogs every entrepreneur should read.”

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