I knew it was going too well – successive postings for 6 days and then I’m laid low with a stinking cold, due in no part to the woderful weather we are having at the moment. So apologies for interrupted service, but with four insights to go here’s number 7
Insight 7 – Everyone hates credentials
This is a simple one really, and is more to do with how Agencies engage with Clients (although i also think it has some long term relationship significance, but will go into this later)
As a Client, I get literally hundreds of sales calls and emails a month from Agencies wanting a meeting to show me their credentials. Now, as much as I like loking at great work for other clients, its not something I have the time for. (see Post 2 for the reason why Clients don’t have enough time)
Nor I have to say, are creds relevant to my business. And if I’m looking to draw up a shortlist, chances are I’ll go and spend a concentrated time with an organisation like the lovely AAR to look at work.
Creds are not the way of getting into clients. They are vanilla, and frankly egotistical, and for me, serve little purpose. What Agencies need to think about is how they show their value to that Client’s business, not what they have done for other businesses.
At Heresy, we used to approach a Client
What Clients want – Post 7