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Agency owners want clients to be happy with the results they provide – that’s one of the reasons they are in the business. A recent research project about the RFP process shows that one out of three clients are dissatisfied with their agencies.
In this episode, Chip and Gini discuss why a third of your clients may be unhappy, and what you can do about it. They tackle the topics of RFPs, communication, and managing expectations.
QUOTES
- Chip: “Oftentimes, the reason why someone is dissatisfied is because there’s a disconnect between what their expectations are, and what your expectations are, what you can deliver. And so you’ve got to get those things meshed together from the very earliest stages of the relationship.”
- Gini, on building processes: “You start to realize, Oh, I almost need a recipe, and a recipe can be replicated. And from my interns all the way up through my vice presidents the work is the same level, no matter who’s doing it.”
- Chip: “There are very few agencies that have no staff turnover. And if you have no staff turnover, that’s probably a bad sign. There is a healthy amount of turnover, it brings in fresh ideas. And it also validates that you’ve got a great team, because people are pursuing them.”
- Gini: “When a prospect knows how the sausage is made, kind of like knowing how hot dogs are made, you really just don’t want to do it anymore.”
RESOURCES
- Read Chip’s summary of the research
- View the full report (PDF)
- View the press release (PDF)
- Listen to Robert Udowitz and Steve Drake of RFP Associates discuss the RFP process on the Chats with Chip podcast
- Listen to Chip Griffin and Gini Dietrich discuss the pros and cons of the RFP process on the Agency Leadership Podcast
- RFP Associates
- CommunicationsMatch
- Researchscape
- Institute for Public Relations
- Built to Sell
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