{"id":136134,"date":"2024-11-18T16:13:50","date_gmt":"2024-11-18T20:13:50","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=136134"},"modified":"2024-11-25T16:21:34","modified_gmt":"2024-11-25T20:21:34","slug":"how-to-satisfy-clients","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-satisfy-clients\/","title":{"rendered":"How to Satisfy Clients: 5 Tips From “the Father of Advertising”"},"content":{"rendered":"\n

What makes clients stick around for the long haul? How can you build lasting relationships that keep your agency thriving?<\/p>\n\n\n\n

Knowing how to satisfy clients is essential for any successful business<\/a>. David Ogilvy, one of advertising’s most influential figures, shares proven strategies for maintaining strong client relationships<\/a> and fostering loyalty.<\/p>\n\n\n\n

Continue reading to discover five practical tips that will transform your approach to client satisfaction and help your company flourish.<\/p>\n\n\n\n\n\n\n\n

How to Satisfy Clients<\/h2>\n\n\n\n

Once you\u2019ve secured deals with a number of clients, the key to your agency\u2019s success is keeping those clients happy. Maintaining ongoing relationships with clients is the primary way to keep your agency in business, and Ogilvy offers several pieces of advice on how to satisfy clients.<\/p>\n\n\n\n

Tip #1: Be Reliable<\/h3>\n\n\n\n

First, Ogilvy argues that upholding your commitments\u2014particularly deadlines\u2014is absolutely necessary to maintain a client\u2019s trust and respect.<\/strong> If your team fails to deliver on their basic promises to the client, your reputation as a reliable professional will collapse.<\/p>\n\n\n\n

(Shortform note: To ensure that you reliably meet your promised deadlines, consider requesting 25% more time than you think you\u2019ll need<\/a> when committing to a deadline. In doing so, you counteract the planning fallacy<\/a><\/em>: the fact that we consistently underestimate the time it\u2019ll take to accomplish something, even when we know that it\u2019s taken us longer in the past.)<\/p>\n\n\n\n

Tip #2: Build Personal Connections<\/h3>\n\n\n\n

According to Ogilvy, forging personal relationships with clients is also crucial to keeping their business. The more that employees throughout your agency work alongside people at all levels of your client\u2019s organization and genuinely connect with them, the less likely the client is to sever ties.<\/p>\n\n\n\n

(Shortform note: In The Go-Giver<\/em><\/a>, Bob Burg and John David Mann argue that the best way to strengthen your professional relationships is to offer favors to people you work with without expecting them to owe you anything in return<\/a>. For instance, if your client mentions that they need short-term workers, offer to get them in touch with a temp agency you\u2019ve had positive experiences with. This kind of genuine service gives you influence by making you attractive on a personal level. To create a culture in which workers at every level act selflessly toward whoever they interact with, you could publicly celebrate employees who go out of their way to help someone in your clients\u2019 organizations.)<\/p>\n\n\n\n

Tip #3: Make Your Clients Your Top Priority<\/h3>\n\n\n\n

Make sure that your top employees concentrate on pleasing your existing clients rather than scouting for new ones.<\/strong> Ogilvy asserts that your best marketers will be tempted to look for more lucrative clients than those they already have, but don\u2019t let them\u2014putting your current clients on the backburner will lose their trust and endanger your business. Ideally, every client should feel like they\u2019re your organization\u2019s first priority.<\/p>\n\n\n\n

(Shortform note: Although Ogilvy implies here that catering to existing clients and scouting for new clients are mutually exclusive, he clarifies in his later writing that this isn\u2019t the case. In Ogilvy on Advertising<\/em><\/a>, he emphasizes that doing your best work for existing clients is the best way to attract new clients<\/a>. The better your current work is, the easier it is to convince other clients to work with you\u2014you just need to show them your work. Furthermore, doing world-class work may give you such a good reputation that high-quality clients will actively seek you out, removing the need to scout for them at all. Emphasizing this fact to your top marketers will encourage them to make their current clients their top priorities.)<\/p>\n\n\n\n

Tip #4: Prepare Backup Campaigns<\/h3>\n\n\n\n

Finally, Ogilvy recommends preparing a specific emergency precaution to reduce the chances that a client will fire you. Every time you create a campaign for a client, prepare an entire second campaign as a backup.<\/strong> If your first campaign underperforms or your client decides they dislike it, having a second option immediately at your disposal will make it more likely you\u2019ll get a second chance. Taking this precaution requires a lot of time and money, but if it can save you a client, it\u2019s worth it.<\/p>\n\n\n\n

(Shortform note: In The Dichotomy of Leadership<\/em><\/a>, Jocko Willink and Leif Babin<\/a> concur with Ogilvy that contingency plans can be valuable\u2014but they temper this advice by warning that it\u2019s possible to overprepare<\/em><\/a>. Consider whether your backup plans create more problems than they solve. Backup ad campaigns could be more costly than they\u2019re worth, particularly for agencies operating with limited resources. Diverting money and time toward a backup plan could even prevent agencies from delivering a high-quality primary campaign.)<\/p>\n\n\n\n

Tip #5: Remember That It\u2019s Impossible to Keep Every Client Happy<\/h3>\n\n\n\n

Although there\u2019s plenty you can do to keep clients happy, Ogilvy acknowledges that it’s impossible to satisfy all of them all the time. Losses are inevitable. Clients may switch agencies in search of novelty or due to other factors beyond your control. Therefore, continually scout for new clients (even though satisfying your existing clients should be your first priority).<\/p>\n\n\n\n

(Shortform note: When a major client inevitably ends your business relationship, don\u2019t focus solely on scouting for replacements right away. With the right approach, you can sometimes win back former clients<\/a>. To do this, be respectful and professional rather than clingy during their transition. Do everything you can to ensure the client has a positive impression of you. After some time passes, research your former client\u2019s current needs thoroughly and make them a tailored offer that precisely meets those needs. This dedication and thoughtfulness may be enough to convince them to give you a second chance.)<\/p>\n","protected":false},"excerpt":{"rendered":"

What makes clients stick around for the long haul? How can you build lasting relationships that keep your agency thriving? Knowing how to satisfy clients is essential for any successful business. David Ogilvy, one of advertising’s most influential figures, shares proven strategies for maintaining strong client relationships and fostering loyalty. Continue reading to discover five practical tips that will transform your approach to client satisfaction and help your company flourish.<\/p>\n","protected":false},"author":9,"featured_media":136140,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,14,104],"tags":[1672],"class_list":["post-136134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-management","category-marketing","tag-confessions-of-an-advertising-man","","tg-column-two"],"yoast_head":"\nHow to Satisfy Clients: 5 Tips From "the Father of Advertising" - Shortform Books<\/title>\n<meta name=\"description\" content=\"The key to your business's success is keeping clients happy. 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