Think of the last time you went shopping online. Was it for clothes? Shoes? Maybe even a graphic designer? We live in an age where creative contractors are only a click away. More and more, clients are hiring them for single projects or just a few months at a time. The industry has moved to this project-based model, and partnerships between clients and agencies no longer mean as much as they once did. This trend is anything but surprising, however, considering the way the nature of the work has changed. In the past, advertising agencies did advertising: They created ads and bought space to run those ads. Usually, those media buys were for longer periods of time, and agencies made most of their money off the commissions. To guarantee the agency was paid and the client’s budget was maximized, they had to enter into a long-term contract before any work could be done. Today, agencies are doing much more than advertising. They’re developing strategic sales plans. They’re helping with client retention. They’re fostering brand evolution. These are fee-based projects, which means they don’t depend on media commissions. In the midst of this industry shift, the way your agency sells — or doesn’t sell — its value to clients can make or break your chance for a long-term partnership. Sell Solutions, Not Things When an agency makes the mistake of teaching its clients it sells things rather than solutions, clients begin to think of it as a place to shop for a website, brochure or TV spot – rather than looking to invest in long-term strategic ideas and business solutions. Think about it: People don’t change accountants or attorneys every six months because there is value [...]