The Great Client Partner: How Soft Skills Are the True Currency in Client Relationships

Clients want partners, not simply service.

When asking your teams to do something over and above, always try and explain the cause. Be clear about what is at stake and what the benefit is to the agency and team.

Find someone who will debate with you at least once a month. Literally, having a foil is so key that if you don’t have this naturally, seek it out.

Treat vendors like you wish to be treated. If Facebook or Google is in your office, you show up on time, turn off your iPhone and focus. Do this for non-behemoth businesses, too.

As a manager, create an environment where it’s acceptable (and applauded) for your direct reports to bang the desk without fear.

Hold a fire drill. Invent a situation in which you need to go bang the desk, and actually go through the motions with your team. Not only will this teach your team about the expectations for behavior in the case of an emergency, but it will also inure them to the potentially uncomfortable behaviors inherent in those situations.

Discuss escalation procedures with your direct reports. Do they understand the differences between the FYI, the red flag, and banging the desk?

FROM being a leader who looks for wins from only your perspective, TO always thinking about mutual alignment.

Find a way to use the Alignment Triangle, directly or indirectly, to build trust with your clients. After you audit the relationship, let the client know you understand their goals and that you share them.