How to Build Strong Client Relationships

Posted by Taylor Cohen
Taylor Cohen is an Account Supervisor at BAM

The most important part of my job as an Account Supervisor is building strong client relationships. I’ve gathered a few of my tips and tricks on how to maintain these lasting connections throughout the years.

Communication and Follow Up

Account managers in advertising & marketing — more than anything else — specialize in agency-to-client communications. Whether that’s over email or on the phone, when a meeting or discussion is finished, everyone should be on the same page. Meeting write-ups help capture what was discussed and next steps moving forward – which leads into follow up. This is another key component of building strong client relationships.

The follow up is the most important part because it provides clarity and pushes everything forward.

– Taylor Cohen, Account Supervisor

Monthly Calls

Ideally, holding one monthly “status” call is key. Not only does it keep your client informed on what planned media is coming up, but it gives them the chance to ask questions. Most clients know what to expect, and it typically becomes a routine discussion around their advertising. This allows them to effectively communicate upcoming media and offers to their sales team. It also helps to set/adjust goals and execute accordingly.

Set Expectations: Under Promise, Over Deliver

It goes without saying that missing a deadline can create a strain in any client relationship. So it’s important to set expectations you know are reachable.

The basis of under-promising and over-delivering is to keep the client happy by tempering expectations on timelines, and sometimes even performance. If you set the bar too high, or always say yes to sometimes impossible demands, you are more likely to disappoint them in the long-term.

For example, most projects will pull in creative employees such as the copywriting, social media, design and development teams. By gathering proper timelines from them, you can set expectations with the client on when the project will be completed. Working to get it done earlier than promised always helps!

Positive Attitude

It’s always good to have a positive attitude when in person or visiting a client. Maintaining this each time you’re on the phone and through emails is key. Not only does it make you more approachable, but it can change the mindset of how you handle problems. Your energy feeds the call and most likely will direct how it’s going to go.