[VIDEO] How to Build Long-term Client Relationships

Transcript:

Hi, I’m Dave of President of Arc Intermedia, a digital marketing agency just outside of Philadelphia PA and welcome back to what am I working on today.

Today’s backdrop is Alaska. Yes those are bald eagles and a glacier.

So today I visited one of our longest tenured clients, Acts Retirement-Life Communities, who offer luxury retirement living residences located up and down the East Coast. Acts has been working with Arc since our doors opened over 14 years ago. Today we had a sit-down meeting where we looked at the business side of things – the revenue generated from our digital marketing efforts, the number of new residents, and the contracts signed. This is the best and only way to do marketing. Look at the business impact, track it back to effort and strategies, learn from it, and the refine programs. Marketing must be measured by business outcomes. We then had lunch together because a certain incredibly awesome (add Dodgers logo) team won the world series.

As I drove back today, I began to think about all the clients that have trusted us for so many years. During interviews and new business pitches, people are impressed by how Arc maintains clients for such a long period and often ask why that is. My answers sound really simple but actually following through on them, consistently over many years, isn’t as simple. Of course, offering good services at a fair price is obvious but it doesn’t matter what business you’re in, I’m sorry to tell you, there’s always a competitor or maybe 10 that can do it as well as you and at the same price, so those aren’t really differentiators. Rather, I point to these three practices:

First: Treat clients how you would want someone to treat your mom or your grandmother. Let that sink in – treat them with that type of respect and kindness. Explain what you may have already explained twice before with a smile. When there’s a difficult situation or something doesn’t meet the expectation on either side, your tone matters. How you handle it matters. Always respond in a timely manner. They shouldn’t be left wondering if you even got their request. Matt Ulmer on our team, handles many client interactions for us and he does it with kindness and positivity. It’s hard to be positive with every interaction. He’s one of the best to ever do it.

Second: A company should always be evolving. As a digital agency our world constantly changes and we work hard to understand, offer, and communicate the latest and greatest. Never give your clients any reason to think they need to go elsewhere to get a newer and better service or product, let alone new thinking. If you proactively lead, teach, and deliver for them, they will stick with you.

This last one is a mindset. Before I ever open my mouth to make a recommendation to a client, I mentally put myself in their role. I think about leading their company, spending their money, becoming responsible for their job. In essence, I become CEO of their company. When you can truly do this, recommendations are easy and authentic. I can look them in the eye and say with conviction that if it were my money and my job on the line, I would do X. This is the best recommendation-making process ever.

So given it’s the end of the year and the holiday season (add happy holidays) I am so thankful for all the clients that have trusted us over these many years and I look forward to leading them in a respectful and kind way in 2025. Happy holidays to everyone!!