Building Strong Client Relationships: 5 Tips for Account Managers

Taking your client out for coffee can be one simple way to build a stronger relationship.

In the early days of advertising, account executives were called 'contact men'. Raymond Rubicam (of Young&Rubicam) asserted that their only function was to get clients to approve ads. I feel Stanley Resor (former head of J. Walter Thompson) was closer with his term for them, 'representatives'. Regardless of what account men and women are called now and how the role has evolved they have always had the fundamental task of being the glue between the client and the agency. How sticky that glue is depends on the relationship.

So what are the best ways to build a strong relationship with your client? Below are 5 small things that will make a big impact over time.

1. Call More Than Email

Today it is easy to fire an email off to your client. In an email, you don't have to worry about awkward phone talk or getting mixed up on your words. However, understanding that they receive hundreds of emails per day, a phone call can be a nice change-up. Now you don't have to worry about deciphering tone like you do in an email and you'll get answers straight away. Also, by battling through that awkward small talk you will begin to build a better rapport.

A phone call is more personal and can convey a sense of urgency and importance that an email cannot. It shows that you are willing to take the time to discuss matters in real-time, which can help build trust and demonstrate your commitment to their account.

2. Share Interesting Stuff

Often, clients are in back-to-back meetings and don't get the time to scour the internet for news or the latest trends. Make it a habit to share interesting things with them. It can be industry or competitor-related. It could be a piece of amazing creative work or some tech news. Try to relate what you send back to their business but now and again just send cool stuff. They will appreciate that you are thinking of them and their business. It can also make a talking point for your next phone call.

Sharing valuable content keeps you top of mind and positions you as a resource and thought leader. It shows that you are invested in their success beyond just the immediate projects and are continually looking out for their best interests.

3. Remember Key Dates

Birthdays, Christmas, New Years, and promotions are dates to remember. On these dates, send something to your client. It could be a card, flowers, cupcakes, alcohol, whatever they might like. By sending something small it acts as another nice gesture to show them you and your agency value them and their business.

Acknowledging personal milestones and holidays adds a human touch to your professional relationship. It shows that you see them as individuals and not just business transactions, which can deepen the emotional connection and loyalty.

4. Take Them Out

Agencies have monthly 'expenses' for a reason and one of these is for client entertainment. So take yours out. Depending on how far into your relationship you are with them and also what they like, it could mean going out for drinks, going for coffee, or even taking them to a seminar. These times are a good way to get to know them outside of the office or work hours. So, find out what they like and take them out. Just remember the receipts otherwise your CFO will kill you.

Socializing outside of the formal work environment can build a stronger bond and foster better understanding and collaboration. It provides an opportunity to discuss ideas in a relaxed setting and can lead to more open and creative conversations.

5. Keep Them Updated

Never assume your client knows where you are up to on their campaign. You can count on the fact their sales teams, product teams, and boss will ask them the status at any point. So to make them look good, give them brief updates every second day (or at least at the end of each week). This could just be a short bullet point email in the morning recapping progress and next steps. This way they stay confident you are all over it and their colleagues stay confident they are too.

Regular updates ensure transparency and build confidence in your handling of their account. It prevents any surprises and demonstrates that you are proactive in managing their projects. Consistent communication helps in managing expectations and can lead to a smoother workflow.

In Conclusion...

These 5 ways to improve the relationship with your client won't be new to everyone, but oftentimes they get forgotten and relationships start to become stale. So to avoid yours going off, start doing some of the above tomorrow. By integrating these practices into your routine, you can strengthen your client relationships, foster trust, and drive successful outcomes for both your clients and your agency. Remember, the strength of your client relationships is a key indicator of your success as an account manager.