Some of my favorite interactions with clients have come during times of constructive debate. Experience has taught me that it’s okay to challenge clients in a positive way, as long as you know that it’s the right thing for the brand and the business.
Our clients hire us as an extension of their team. This relationship is like any other relationship. For it to be successful, there are two things that must exist: trust and confidence. Trust and confidence that, as partners, we will weather any storm to meet our goals. As with any relationship, these traits do not just happen; they are earned — and they take time to be earned.
Clients may not always agree with, or be receptive to, our ideas at first. But our responsibility to them is to provide a fresh perspective or a different angle on how to look at things. Sometimes our perspective involves a level of risk and a change in thinking, which people sometimes have difficulty accepting. As long as you truly believe that your approach is the right way to go, no matter what, stick to your guns. We are a team of valuable resources, and experts. Don’t back down if your client doesn’t understand or agree right away. Take the time to be patient and persistent and, if necessary, shake things up a bit. Sometimes it’s necessary to be bold and challenge stale thinking in order to open minds to new ideas.
When the accomplishments and successes start to accumulate, and the work is speaking for itself, you know your efforts are paying off. It won’t always be easy, and it can be quite taxing, but in the end your clients will thank you for it.
Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.