Can't Hurry Love
Recently I spoke with a prospective client about our “process.”
I always feel like my answer to the pregnant-with-expectation question about “SHIFT’s process” is a big let-down. Maybe I should work on that… Meanwhile, here is SHIFT’s process:
We listen – a lot. We do a ton of research. Then we brainstorm some funky ideas that we think will play well to the contemporary predilections of the prospective buyers. We take the time to form relationships with those folks, and usually coax our clients into doing the same. Then we conduct outreach and response. Measure. Report. Rinse, repeat.
Not rocket science. I’d boil it down to:
“Do anything & everything possible to impress prospective stakeholders with creative, relevant content, delivered with a deep respect for their attention and time.”
The next question tends to be, “How long does that ‘listening’ part take?” To which, again, I offer a disappointing reply: “Longer than you’d probably like.”
There is no lightswitch on relationships. There is no “process” that guarantees victory.
Working your way backward from “what customers really want” rather than plunging forward with a message about what you think they need to know… now that’s a solid process.
Posted on: April 15, 2009 at 9:48 am By Todd Defren
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I really admire you and your agency for taking the time to listen. Too many agencies are lacking in this department. Think of how much better our work would be as an industry if everyone listened.
Todd, you are my hero. The up-front work agencies (should) do is so important to deliver cogent strategy and on-target tactics. Our motto is “substance over just doing stuff.”
Great post, Todd. It takes courage these days to tell clients that good sound processes take time. Even before the economic freefall many clients wanted results – yesterday. But then again the best clients are always the ones who understand that there is no silver bullet and that excellent PR comes from hard work – and time to develop the right relationships.
Great post! This is so true, yet so often overlooked. Relationship marketing is the basis for success in sales of all kinds and let’s face it, everyone in business is also in the business of sales.
“if talking is silver, silence is gold”
The truth is that most of the time customer don’t know what they want if you ask them. You have to infer it from what they say about the problems they’re having, from watching them doing what they do (BMFO). But the rule to observe/listen/have a dialog is a great one.
So many agencies think that their processes and strategies are the best, but they are lacking in the listening department. Listening is key to getting “down and dirty” with a potential client to understand their needs and identity.
Key information and interactions can be observed while asking questions and listening, if you do not do that, you lack the true fundamentals that will assist in your success.
You’re right – the operative word is listening, which often determines whether or not you’re hired, and whether or not your work helps accomplish their objectives.
“Do anything & everything possible to impress prospective stakeholders with creative, relevant content, delivered with a deep respect for their attention and time.”
Now that’s how you run an agency. Simple, succinct and to the point. It also lasts a sentence long. Definitely am going to incorporate this into my life if I can (and if I get more clients).
“Working your way backward from “what customers really want” rather than plunging forward with a message about what you think they need to know… now that’s a solid process.”
Should be imprinted on the mind of every marketer, everywhere.
I just got off a phone call where I said soemthing pretty similar about the process of engaging with customers. Find out what they want, not what you want.