Committing to improvement is a good idea any time of year, but there’s something poetic about marketers revitalizing along with the calendar. So let’s talk about what we can learn from the intersection of marketing personalization, dating, and client relationships. Are you a good date?
I’ve been dating and doing client service (separately) for long enough to know they’re actually pretty similar. When you first get together, it’s all magical. Every text and call makes your heart skip a beat; things you’ve done a million times before feel fresh and exciting. You think about them constantly. However, the newness of the relationship soon starts to fade; you’ve got the scope of work signed and things are just humming along. So you start to rely solely on email and that scheduled “touch base.” Pretty soon, things get stagnant and your priorities shift.
This is a make-it or break-it moment. Will you put in the work to keep everyone at the level of full-heart-eye emojis, or will you get stuck in a routine? Lessons from the dating world can help you get those client relationships unstuck.
Inventory your client relationships.
- Are you speaking their language by using their preferred method of communicating?
- Are you still keeping in touch the way you used to at the exciting start of things?
- Are you genuinely listening and engaged in conversation?
You want this relationship to last, so ask yourself how you could do even better. What if you rolled into your client’s office with cupcakes and cookies — and hung around to enjoy them with your clients? I make a habit of it, because who doesn’t love a treat? High-touch, high value … great date!
But it goes much further than just being the guy that shows up with flowers.
- Are you proactively suggesting new ideas?
- Are you forwarding them news that has an impact on their business?
- Are you identifying materials and work product that went out of your agency that wasn’t up to your standards and then offering to make it right?
- On the flip side, are you having those tough conversations about parts of the relationship that aren’t working that are faults on their side?
Those big personal investments are the secret to getting client relationships unstuck and, for me, it’s just the natural result of being a friendly, curious person — and it’s the No. 1 reason why my clients are usually clients and friends for life. Sure, this is business, but being open and letting your personality help forge relationships is what guarantees people remember you. I’ve always believed that the way you engage with your clients should stick with them just as much as the measurable outcomes of your work.
In 2020, build your relationship checklist. I’m talking a real, tangible checklist! Keeping track helps you assess whether you’re doing enough to sustain a happy relationship, and it’s a great way to make sure that all of your clients feel special.
Here’s the bottom line: In client services, as in dating, success depends on showing that you care, and putting the work in to keep it fresh. Whether you’re in client services or courting a dreamboat, you have got to nurture the relationship beyond day-to-day work.
Here’s the net-net: it may be a new century, but the personal touch in any relationship stands the test of time.