Many of our readers are website design companies and social media consultants. I want to make sure that they come away with something from our blog, too. So, without further ado, here’s the latest installment in our Superhero series of posts.

Why Care About Getting Great Clients?

All things being equal, it’s very important to work primarily with clients you like, and who like you. In this business, quality counts, and it’s not possible to do great work for clients who don’t measure up. Over time, your company will be perceived as a bottom feeder if you work with clients who don’t respect your expertise and vision, or have the strength to take advantage of your creativity and drive. There was a great article in the Wall Street Journal about this last week. At the same time, it’s a waste of a client’s time and money if you’re not onboard with their mission and capable of elevating their brand.

The Superhero Secret: Never Take On A Client Only For The Money/Work.

Do you get it? OK, you can stop reading now. Not so sure? Alright, here’s how I see things: I know times seem tough, and it’s tempting to take on any client with a pulse who walks through your agency’s door. That’s a mistake. I’m not saying you need to specialize in the types of clients you service, although many people think it’s a good idea to do that. What I’m talking about is taking the time to do some good old fashioned research, to find out if this client is for you. It’s like dating, you need to find out if you and this potential client are a good match.

Part One of your plan should be to try out the potential client’s products or services. Or, if the client is an organization, try to attend a meeting. Be a fly on the wall. Contact their customer service reps. If it’s a retail company, go buy something at a store as well as online. Be a customer, first. Nose around online- what are people saying about this potential client?  Needless to say, if a client’s products repel you, or if they come off as some weird sort of totalitarian regime- run!

You’ll have to develop your own criteria for judging a potential client, but for us I also like to really connect with a client’s product or mission. For instance, we’re working with a new sports drink brand. It’s a fun project for a client who appreciates us. Just as exciting, it’s a product that I can get behind: this is one of the very few sports drinks that are OK for kids and diabetics to drink. This is great stuff, and they’re a client we’re thrilled to be connected to.

Now for Part Two: before taking on a client, try your best to have a sit-down with the client. Better yet, have two. One onsite to get a feel for the company, and one at a neutral place or your office. Get to know the decision makers in the organization. Again, it’s like dating- if they’re not willing to meet with you, do you really think they’ll respect your work and expertise? Too many creative agencies try to get by with phonecalls and email. That can work to a degree, but the most successful relationships- and make no mistake, each client you bring in becomes a relationship- have some face time.  Yes, at times and for specific types of clients you can get away with Skype and videochat. But here’s a tip: the bad clients don’t want to spend any time with you, they just want to get a bid or proposal, or some free consulting. It’s easy to avoid this problem by making it a point to get some face time in one way or another, even if it’s virtual face time.

So, you’ve checked out your client, become a customer, and taken some meetings. You’ve created an estimate or proposal for their website redesign, or their new social marketing program, etc. Great! Now comes Part Three of getting a great client: collaborate. Many agencies work in a vacuum. Don’t do that. Involve your client in the process. No, don’t let them dictate everything- after all, no great client wants a ‘yes man’ or woman. They’ve hired you for your expertise, so give it to them. Work with this client to create a project that exceeds their expectations, and expect and insist on their input. Look at it as training, for you and the client. You need to learn to work together, and every worthwhile relationship takes some work.

Why go to all this trouble? Because the best clients- the great clients- are the ones you’ll be working with for years and years. We have clients who we’ve been working with for a decade. A great client will come back to you time and time again, and they’ll appreciate that you have their back. Sure, the money’s better with great clients, too. But for me, the best thing about having great clients is waking up every morning excited about heading off to do some amazing work.