It’s all about speed
When I first started in the agency business 90% of all meetings took place at the agency because clients had the time. Now RAM estimates that up to 80% of meetings take place at the client’s office. Clients and their suppliers are trying to squeeze…
What businesses can learn from Steven Spielberg
One of the most fundamental insights that we have gained in auditing relationships between clients and suppliers over the years is that businesses don’t have relationships with businesses – people have relationships with people. Years ago I went to a new business meeting at…
When is a supplier a partner?
Many service providers like to think of themselves as partners with their clients but all too often they’re self-deluded. In the client’s eyes, they are still suppliers. Why? Because the right to call yourself a partner is not something that comes the moment you win…
How To Identify Referral Champions For Your Business
Six years ago I received a referral to a private client who engaged my services and continues to do so to this day. On a regular basis the client will telephone and explain that there is someone they would like me to meet who could…
How to give and receive referrals in your business
A dragon’s den style event for charity – what a mad idea! Five small community charities were invited to a private client bank where they were each given the opportunity to present to a room full of wealthy and generous guests. At the end of…
Understanding your client’s business
A marketing director at a blue-chip company told me once that he wanted to feel that he was getting some of his agency’s ‘shower time’. In other words, even in the shower, they were still thinking about his business. Clients actually want more than that,…
How to build your business through referral relationships
When I first started out in business I remember the extraordinary generosity of a friend called Charlie. I had clarity about what I wanted to do in business I just needed to find my first group of clients. Over lunch I was telling Charlie about…
Can service providers gain profitable new business without pitching?
High pitch costs often far exceed potential profits from a new client in year one. Today, clients ask more companies to present ideas without willingly paying fees for the efforts. What if a client could be won without pitching and pitch costs were re-invested in…
Putting yourself in the client’s shoes
A few months ago I went to see a marketing director who was having trouble containing his fury with his ad agency. He was so angry, in fact, that his clenched fist was turning white. The reason? A junior team from his agency had just…
Scorecards during tenders – how do you make them work?
One of the most popular discussions in this group is the use of scorecards in terms of managing supplier relationships. What we find is that they can raise as many questions as they answer. For me, one of the big ones (which emerged recently when…