I read a great article on Agency Post today about seeing yourself as a partner in your client’s business, rather than as a vendor. Partners are fully vested in the business, will put in the extra hours needed to let it succeed, and will allow their minds to dwell on creative options to solve everyday challenges. Partners will have “Eureka!” moments in the shower. Vendors, on the other hand, do not. They provide a service or an engagement and walk away.
Our companies have always approached clients as partners without actually using those terms. That focus on learning a new business and truly wanting what is right for our client makes doing this worthwhile. It’s been said so many times that it is almost a cliche, but we fire bad clients. We really do. If we can’t fully endorse and evangelize for a brand, we let them go. We lose a little money in the short term, but the end result is a roster of clients we’d be happy to sit down to dinner with, in a manner of speaking.
The Agency Post article is worth taking the time to read. It has some good prompts of ways to engage with your client’s business and how to view yourself as a partner. While I was reading it, I couldn’t help but think that the principle holds true for a lot of things in life, too.
I’m at the point in life where I don’t have time to engage in activities or relationships that are counter-productive or meaningless. I want to invest my life in the things that matter, in deep relationships and creative passions. I want to take my faith seriously and not settle for a surface engagement with the people and places that prod me to do better and to rest in God more each day. I want to jump into creative pursuits that bring let me breathe and fly. I want to steward my health so that I have the depth of energy and physical ability to travel the world and see the sights that reduce me to tears. Most of all, I want the people I’m with day in and day out to know that they are integrally wound into my life, and I would go to the wall for them.
The vendor side of the equation holds true as well. There are moments in life when a client relationship or a personal one seems to be merely transactional. They are less than fulfilling, and barely register on the blip of my life screen. Choosing to view every engagement as a potential partnership, however, helps me reframe even those small moments in time as important and meaningful. Many of my relationships in life have started off as transactional moments, but they develop into a rich engagement over time.
Some quotes from the Agency Post Article
- “Those that treat their customers with respect also treat their service providers with respect. They’re the most successful. They’re the brands that people aspire to own, work for, and work with.”
- “Beyond respect comes the ability to take your client’s business personally. How their business does should matter to you personally. It should matter on a human level, not just on a financial level.”
- See the full article here