What Qualities & Skills Do Great Client Managers Share? (part 14 of 16)
Todd Sebastian • January 26, 2022
A simple enough question with a not-so-simple answer. To be an outstanding “face” of an agency and to build strong client partnerships, you need a multitude of talents. A balance of style and substance. A blend of left- and right-brain thinking. A combination of internal and external influences. A lot is required.
There is no right or wrong answer to the question. It's subjective. Anyone who has ever had success as a client manager or as the leader of an account team will have his or her own opinion.
This multiple-edition post captures my list of quintessential qualities and skills for your consideration.
#14: Be FUN
I haven’t met a client yet that doesn’t think agencies are more fun than the company for which they work. The diversity of the people and the creative nature of the work generate fun and excitement. As such, clients love hanging out with their agency teams—especially at the agency offices, which are almost without exception much cooler.
Hanging out and having fun with clients is very important for a couple of reasons:
- It’s important that clients like you. As I have said in a previous post, this is not the ultimate measurement of a solid client partnership. But, it is a good step in the right direction. If clients are going to like you, they have to come to know you. And you need to know them. Take them to lunch. Go to a ball game. Anything that is conducive to a meaningful level of fun and conversation. Your agency undoubtedly has season tickets to several arts and sporting events. Take advantage of them and take your clients. When you go, don’t talk work. Talk family, sports, other interests … anything but work (except politics and religion!).
- Better relationships lead to better work. When team members like one another and have fun together, they spend more time together. They communicate better. They are more honest with one another. More comfortable with one another. More willing to challenge one another. More willing to support one another. More willing to take risks together. And as a result, much more likely to create better work together.
Have fun with your clients. You’ll create better work and stronger partnerships.
These are my thoughts on how companies can connect more strongly with their clients/customers, from my book Tell Your Clients Where to Go! A Practical Guide to Providing Passionate Client Leadership. I would love to hear yours.
Thanks for reading. The rest of the list will be published over the next few weeks. I hope you find it helpful.
p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com or call me at (513) 240-8383.
"I came. I saw. I conquered." "Blood, sweat, and tears." "Life, liberty, and the pursuit of happiness." What do these famous phrases have in common? They follow the rule of three . It's a neurological principle stating the brain prefers items clustered in threes more than any other number . A cluster of three is easy to understand and easy to remember. That’s why we have the saying “simple as 1,2,3.” The Latin phrase "omne trium perfectum" (everything that comes in threes is perfect, or, every set of three is complete) conveys the same idea as the rule of three. Three entities combines both brevity and rhythm with having the smallest amount of information to create an appealing pattern. The rule of three is rooted in writing, suggesting that a trio of events or characters is the most humorous, satisfying, and effective. The Three Little Pigs. The Three Musketeers. And, of course, The Three Stooges. Not four. Three. Four would not have been nearly as funny. Over the course of the iconic comedy act, there were four characters who comprised The Three Stooges: Curly, Larry, Moe, and Shemp. Early on, Curly replaced Shemp. Near the end, Shemp replaced Curly. The four never appeared onscreen as a foursome, with only one exception . This proven technique is used in a host of media, including prose, poetry, oral storytelling, films, and advertising. An analysis of the S&P 500 reveals that 26% of the companies have three words in their slogan, which is significantly higher than any other number. Three words work the best. A few notable examples include "Just do it" (Nike), "I'm lovin' it" (McDonalds), and "Invest with confidence" (T. Rowe Price). At LINK, the rule of three rules. We love it and live by it, in everything we do. And we strongly encourage our clients to do the same . In brand positioning, we suggest three reasons to believe the brand promise. In business planning, we suggest three strategies to support the overall objective. While we don't force three, focusing on three forces choices—which is what strategy is all about. And this makes the plans easier to remember and execute. In marketing communications, we suggest focusing on three key points. If you tell someone "Here are 12 reasons why you should buy XYZ," their brain puts up a blockade. It wants nothing to do with the information you are offering. But if you say "three reasons," their brain responds favorably. It likes things grouped of three, so it makes room to receive the information. Give it a try. Follow the rule of three in your next business plan, brand positioning, presentation, or marketing communication. See how people respond. See how much they remember. I think you will be pleasantly surprised. These are my thoughts on how organizations can create stronger plans and communications to connect more strongly with their target audiences. I would love to hear yours. Thanks for reading. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com, or call me at (513) 240-8383.
A simple enough question with a not-so-simple answer. To be an outstanding “face” of an agency and to build strong client partnerships, you need a multitude of talents. A balance of style and substance. A blend of left- and right-brain thinking. A combination of internal and external influences. A lot is required. There is no right or wrong answer to the question. It's subjective. Anyone who has ever had success as a client manager or as the leader of an account team will have his or her own opinion. This multiple-edition post captures my list of quintessential qualities and skills for your consideration. #1: Be PASSIONATE #2: Be PROACTIVE #3: Be POSITIVE #4: Be BUTTONED UP #5: Be CONSULTATIVE #6: Be CONFIDENT #7: Be STRATEGIC #8: Be a LEADER #9: Be a RELATIONSHIP BUILDER #10: Be a GREAT COMMUNICATOR #11: Be a GREAT LISTENER #12: Be CURIOUS #13: Be ACCOUNTABLE #14: Be FUN #15: Be CONSISTENT #16: Be YOURSELF There are definitely many qualities and skills that are essential to being an effective client leader. The list that I have shared is by no means exhaustive. There are several factors to consider and remember. It’s hard. So, it’s easy to forget the most important thing: be yourself. The last thing you want to do is appear insincere or artificial. As in any relationship, you succeed by letting your unique personality shine through. People don’t warm up to a perfectly honed and balanced set of skills and qualities; people warm up to other people. Be human. A big part of being human is not being perfect. And that’s okay. In fact, it can be endearing. If you adopt the mindset that you are the face of the agency—and therefore everything you do impacts your clients’ perceptions of it—this can be a daunting and difficult balancing act. How can you professionally represent your agency and not be perfect all the time? Simple. Be yourself. Be proud of who you are. Showcase your unique personality. Admit mistakes in a contrite and honest fashion. Genuinely laugh at your imperfections. Readily accept the imperfections of others. You can't be perfect. You should be yourself. Focus on this first and everything else will come much more easily and naturally. These are my thoughts on how companies can connect more strongly with their clients/customers, from my book Tell Your Clients Where to Go! A Practical Guide to Providing Passionate Client Leadership . I would love to hear yours. Thanks for reading. I hope you found this list helpful. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com or call me at (513) 240-8383.
Two people about to kiss. A visual you expect to see on Valentine's Day. But not in a McDonald's ad. So, you're intrigued. You look closer. You're puzzled. Then it hits you. It's NOT two people. It's one person about to dig into a McDonald's hamburger. Now it makes sense. Perfect sense. Nothing else needed in the ad. Just the iconic golden arches and the tagline "I'm lovin' it," both tucked discreetly in their respective corners. And that's why I'm lovin' it. Any ad worth its salt needs to do three things: 1) capture your attention; 2) engage you; and 3) convey a meaningful message. This ad campaign nails all three ... ATTENTION : You can't help but be drawn in by the singular visual in each execution of the campaign. So elegant. So simple. So emotive. But what really grabs your attention is the unexpectedness of discovering it is a McDonald's ad. It's provocative. You're curious. ENGAGEMENT : Now that the ad has your full attention and curiosity, it begins to engage you. What's going on? What's the point? As you continue to engage with the ad, the pleasant surprise hits you. MESSAGE : The pleasant surprise that hits you is the point of the ad. It's Valentine's Day. Don't just focus on the people you love, think about the things you love. Like stuffing your face with a McDonald's burger. (Hard for me to imagine, but I'm a vegan!). I've heard other people claim this campaign is "off brand" for McDonald's. I respectfully disagree. The concept of someone loving a burger on Valentine's Day, punctuated with the tagline "I'm lovin' it," is perfectly on-brand. These are my thoughts on how businesses and organizations can leverage the power of visuals to create stronger marketing connections with their target audiences. I would love to hear yours. Thanks for reading. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com, or call me at (513) 240-8383.
A simple enough question with a not-so-simple answer. To be an outstanding “face” of an agency and to build strong client partnerships, you need a multitude of talents. A balance of style and substance. A blend of left- and right-brain thinking. A combination of internal and external influences. A lot is required. There is no right or wrong answer to the question. It's subjective. Anyone who has ever had success as a client manager or as the leader of an account team will have his or her own opinion. This multiple-edition post captures my list of quintessential qualities and skills for your consideration. #1: Be PASSIONATE #2: Be PROACTIVE #3: Be POSITIVE #4: Be BUTTONED UP #5: Be CONSULTATIVE #6: Be CONFIDENT #7: Be STRATEGIC #8: Be a LEADER #9: Be a RELATIONSHIP BUILDER #10: Be a GREAT COMMUNICATOR #11: Be a GREAT LISTENER #12: Be CURIOUS #13: Be ACCOUNTABLE #14: Be FUN #15: Be CONSISTENT Once you develop all of the previously mentioned qualities and skills, you need to focus on displaying them in a consistent manner. Every day. In everything you do. Clients are counting on you every day. You need to show them every day that they can. Show the same passion. The same proactive nature. The same positive predisposition. The same compelling confidence. The same buttoned-up dependability and accountability. The same consultative and strategic thinking. The same leadership that makes things happen. The same effective communication and listening skills. The same inquisitive curiosity. The same fun personality. Said simply, you need to be the same great partner on whom your clients count—every day in every way. These are my thoughts on how companies can connect more strongly with their clients/customers, from my book Tell Your Clients Where to Go! A Practical Guide to Providing Passionate Client Leadership . I would love to hear yours. Thanks for reading. The rest of the list will be published over the next few weeks. I hope you find it helpful. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com or call me at (513) 240-8383.
"Even the greatest of legacies evolve or fade." This insightful line comes from the press release announcing the re-branding of Washington's NFL franchise. For the past two years, it was leveraging "The Washington Football Team" as its interim brand identity. The team scrapped its previous identity—the Washington Redskins, with an 87-year legacy—after years of pressure due to its racist connotations against Native Americans. For the longest time, the team's owner (Daniel Snyder) refused to give in to the pressure. "We'll never change the name," he insisted to USA Today in 2013. "It's that simple. NEVER—you can use caps." Thankfully, the team finally decided to do what was right. And they did it well. Repositioning a legacy brand with fiercely loyal fans is extremely difficult. But when warranted—as in the case of the Redskins—the initiative needs to be handled decisively. As with any strategy, brand strategy involves choices (and associated sacrifices). When it comes re-building a brand—as with building a brand in the first place—three key choices need to be made. 1) WHO is your target audience? A brand is not created in a vacuum. It needs to be created in the context of what will resonate with the intended target audience. So, to whatever degree you have the resources (time and budget), get to know as much as you can about your WHO. And involve them in the process of repositioning your brand. The more skin in the game they have, the more ownership they will assume. Washington took a few years to get it right. This included many months of research, focus groups with fans (the key target audience), and the open solicitation of fan submissions. Compare and contrast this to the disastrous rebranding effort initiated by MLS's Columbus Crew in May 2021 . The team rushed the process, ignored their fans, and generated tremendous resentment. 2) WHAT do you stand for? If you try to be all things to all people, you end up being nothing to no one. Your brand must stand for something. Something that is distinct from your competition and compelling to your target. And there must be obvious reasons to believe this unique stance. In its re-branding effort, Washington looked to its location and community for inspiration. It sought an identity that embodied the values of service and leadership that define the DMV (the District, Maryland, and Virginia).The choice of "Commanders" delivers beautifully. It elicits the idea of "Commander-in-Chief," a relevant reference that everyone understands. A commander is the commissioned officer in charge of a military unity. So the term appropriately conjures images of battle-tested leaders, unified goals, and a singular mission of winning the war. Given its location in the nation's capital, the team has a clear set of believable reasons to adopt and own this brand position. 3) HOW do you bring the brand to life? When re-branding a beloved legacy brand, the key is to keep what works and kill what doesn't. It is not an all-or-nothing proposition. If you strip away everything, you will render your brand unfamiliar to your fans. With respect to Washington, the name "Redskins" had to go. No question. That was the impetus for the re-branding effort. But the team did a great job maintaining other key elements of the brand that had nothing to do with the controversy. The distinct colors will remain burgundy and gold. This color palette is a key piece of equity for the brand. Washington took command of its brand. They did what was right, and they did it well. You can, too. Just focus on WHO, WHAT, and HOW. These are my thoughts on how businesses and organizations can reposition their brands to create stronger marketing connections with their target audiences. I would love to hear yours. Thanks for reading. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com, or call me at (513) 240-8383.
A simple enough question with a not-so-simple answer. To be an outstanding “face” of an agency and to build strong client partnerships, you need a multitude of talents. A balance of style and substance. A blend of left- and right-brain thinking. A combination of internal and external influences. A lot is required. There is no right or wrong answer to the question. It's subjective. Anyone who has ever had success as a client manager or as the leader of an account team will have his or her own opinion. This multiple-edition post captures my list of quintessential qualities and skills for your consideration. #1: Be PASSIONATE #2: Be PROACTIVE #3: Be POSITIVE #4: Be BUTTONED UP #5: Be CONSULTATIVE #6: Be CONFIDENT #7: Be STRATEGIC #8: Be a LEADER #9: Be a RELATIONSHIP BUILDER #10: Be a GREAT COMMUNICATOR #11: Be a GREAT LISTENER #12: Be CURIOUS #13: Be ACCOUNTABLE The best way to prove to your clients that they can count on you is to behave in a consistently accountable manner. To deliver results, not excuses. I recognize that this is not a very profound statement. But every day I see client leaders take actions that undermine their accountability. And so often the mistakes are small and the excuses are easily avoidable. Remember, everything you do—however big or small—impacts clients’ perceptions of you and your agency. Proving your accountability is rather simple: pay attention to basic fundamentals. Deliver on your promises. Meet or ideally exceed expectations. Don’t miss deadlines. Ever. Don’t surprise clients with budget overages. Ever. If you don’t think your agency’s work is prepared enough to show your clients yet, say so. If you make a mistake, say so. Admitting it and fixing it will build your credibility. Tying to cover it up will kill your credibility. If you hold yourself accountable, clients will continue to count on you. If they have to hold you accountable, you can count on them losing confidence. These are my thoughts on how companies can connect more strongly with their clients/customers, from my book Tell Your Clients Where to Go! A Practical Guide to Providing Passionate Client Leadership . I would love to hear yours. Thanks for reading. The rest of the list will be published over the next few weeks. I hope you find it helpful. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com or call me at (513) 240-8383.
Dried pasta should be so easy to cook and yet, somehow, that delicious al dente texture Italian restaurants so effortlessly perfect often seems to elude even the biggest pasta fans. Leave the pan boiling for 30 seconds too long or too little, and it seems you either end up with overcooked mush or a bowl of something crunchy and inedible for dinner. Not sure how long to cook your pasta so it is perfectly al dente? Just wait until the tunes run out. Barilla's Spotify playlists last exactly as long as you should cook pasta. Each has been curated to match the ideal cooking time for a specific noodle. The playlists—which have names like 'Mixtape Spaghetti' and 'Moody Day Linguine'—all run for nine to 11 minutes, depending on the pasta shape and based on the cooking instructions on the back of the box. At LINK Training & Consulting, we define a brand as a promise, elevated to an experience, and delivered consistently . In our opinion, Barilla's 'Playlist Timer' is an outstanding example of a brand-building initiative that delivers on this definition. Any microwave or smartphone timer can do the job, but 'Playlist Timer' on Spotify adds a bit more fun to the cooking process. It turns the waiting into a chance to listen to good music, entertain yourself, and discover the covers of the playlists, which are illustrated by eight Italian artists of international caliber. Ultimately, it elevates the promise of perfectly al dente pasta and delivers a unique and engaging experience. These are my thoughts on how companies can create stronger brand experiences to connect more strongly with their target audiences. I would love to hear yours. Thanks for reading. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com, or call me at (513) 240-8383
A simple enough question with a not-so-simple answer. To be an outstanding “face” of an agency and to build strong client partnerships, you need a multitude of talents. A balance of style and substance. A blend of left- and right-brain thinking. A combination of internal and external influences. A lot is required. There is no right or wrong answer to the question. It's subjective. Anyone who has ever had success as a client manager or as the leader of an account team will have his or her own opinion. This multiple-edition post captures my list of quintessential qualities and skills for your consideration. #1: Be PASSIONATE #2: Be PROACTIVE #3: Be POSITIVE #4: Be BUTTONED UP #5: Be CONSULTATIVE #6: Be CONFIDENT #7: Be STRATEGIC #8: Be a LEADER #9: Be a RELATIONSHIP BUILDER #10: Be a GREAT COMMUNICATOR #11: Be a GREAT LISTENER #12: Be CURIOUS The definition of curiosity is “a desire to know or learn.” It’s a deep feeling inside that drives you to discover more. It is not enough to get the answer, your goal is to understand. Before you learn, you have to be OK not knowing. If you act like you already have all the answers, you will never seek out new ones. Be careful of this trap. To be a great client leader, you need to be curious. Be curious about your clients ... What are their personal objectives? Career aspirations? What keeps them up at night? What more can you do to help them? Be curious about their businesses and industries ... What are the latest trends? What’s happening in related industries? What motivates their shoppers and consumers? Where’s the white space of unmet needs? Be curious about their competitors ... Try their products and services. What’s working for them? What are their weaknesses and, thus, potential points of vulnerability? What are the perceptions of their consumers? If you find yourself at a loss for providing good input in a meeting, ask a good question. Sometimes a really smart question can add more value than a really smart statement. Your curiosity will make others curious. It can take the meeting in a new and better direction. Curiosity shows you care. Caring shows you are a good partner. Clients love curious agency partners. These are my thoughts on how companies can connect more strongly with their clients/customers, from my book Tell Your Clients Where to Go! A Practical Guide to Providing Passionate Client Leadership . I would love to hear yours. Thanks for reading. The rest of the list will be published over the next few weeks. I hope you find it helpful. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com or call me at (513) 240-8383.
A brand icon is one of the most powerful tools in the brand-building toolbox. The best brand icons are simple, distinct, and used hyper-consistently over a long period of time . Strong icons make their brands instantly and unmistakably recognizable—even in black & white applications. Nothing else is needed. Not even the brand name. There are many examples of strong brand icons. Some that immediately come to mind include: Apple’ s bitten apple Coke's bottle silhouette Mercedes’ three-point star Pepsi’s globe Chanel’s double Cs Disney’s Mickey Mouse ears Twitter’s bird Adidas’ three stripes NBC’s peacock Amazon’s arro w/smile
Columbus Crew SC are the reigning MLS champions. Merchandise sales are skyrocketing. Season ticket sales for a new stadium due to open in July are strong. The fan base is as loyal as it gets. So, don't mess with a good thing, right? Wrong, according to the club's ownership. It decided that now is a perfect time for a major rebranding effort. Last week, this new visual and verbal brand identity was unveiled. And fans are beyond furious . In our opinion, the owners made three major mis-steps in this rebranding effort... STEP 1 : INGORE FAN INPUT Prior to the rebranding effort, the team consulted with its Supporters Group, the Nordecke, about its plans. The fan club urged ownership to not make any changes. But it did anyway. Not only did the team not listen to its fans, it apparently lied to them. Here is what one fan club member said, "They are stripping our club of our history! Our owners lied to us. Last year in January, 2020 they said they would not rebrand us. They said the name, colors, and logo stay. They also said our supporters would have a say in major club changes after WE (the fans) saved our team from relocating! Why are the owners turning their backs on us? Why aren’t they listening? This is an outrage!" When rebranding, we recommend that you should not only create with your end-users in mind, you should create with your end-users. Then when you launch the new brand, it’s not just you launching it. It's everybody launching it. Everyone feels like they are a part of it. STEP 2 : LOSE THE NAME FANS LOVE The short-hand name for the team is "The Crew." That is the simple way in which every fan references the club in every situation. It's easy to say and remember. And it means something. It speaks to the work ethic, determination, and mindset of the blue collar Ohioans who helped the team build a strong fan base. Despite the fans' love for this moniker, the rebranding effort removed it from the club's official name. According to general manager Tim Bezbatchenko, there was an apparent need to increase the emphasis of the city in the name. Fans don't seem to agree. STEP 3 : CREATE VISUALS THAT COMMUNICATE NOTHING The previous logo contained several thoughtfully designed visual cues that meant something meaningful to fans. This includes the "96," which references the year Major League Soccer and Columbus Crew SC were founded. The Crew were one of 10 inaugural MLS franchises. The nine yellow and black stripes represent the others. This is a significant source of pride for fans. The rebranding removed all of the historic look & feel of the brand. In its place, the new logo emphasizes a capital "C," which many fans think looks more like a "G" ("go Grew!"). The "C" is encapsulated in a holding shape that mirrors the Ohio flag. In our opinion, this is a very odd design choice. How many people would make that connection? And would it matter if they did? We're skeptical. It's the city's team, not the state's. Under the "C" on the right side is a triangular shape that seems to have no purpose other than to fill in what would otherwise have been an empty space. That is not a good enough reason, as far as we are concerned. Rebranding efforts are always a bit controversial. Change is hard. But sometimes it is necessary. In this case, it did not seem to be. If you think it might be time to undergo a rebranding effort for your company or organization, consult with your fans. Listen to what they have to say. And don't ignore what you hear. These are my thoughts on how businesses and organizations can create stronger marketing connections with their target audiences. I would love to hear yours. Thanks for reading. p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com, or call me at (513) 240-8383. ******************************** May 17th update : The Columbus Crew and its Supporters Group, the Nordecke, issued a joint statement indicating that the unpopular rebranding decisions will be reversed.