True understanding is the result of asking good questions -- ones that go beyond the surface and make people reconsider an issue, view a problem through a new perspective, or even spark a completely new idea.
Thoroughly understanding your clients, their wants and providing solutions is very imperative for an agency business. According to the Marketing Agency Growth Report 2018, 15% of agencies neither customize their service offering nor deliver services on time, acquiring new clients has been one of the big pain points for almost 60% of the agencies and 16% of them face client retention problems.
While 79% of agency owners are confident about closing new deals and clients, 23% of them fail to meet client goals and expectations. In order to drive clients to your agency, considering to offer incentives in the form of discounts, bonus work, faster turnarounds have worked out well for agencies.
Questions between partners forms the basis of all business relationships (i.e. What can you do for me? What can I do for you?). However, an effective relationship continues this dialogue until fully understanding the client's needs. Consultants need interview questions that ask a current or potential client for details on how both sides can best serve the relationship.
But many of us are not skilled in the art of questioning, nor do we feel comfortable grilling our clients for answers to difficult and complicated questions. However, it's an important exercise, especially at the beginning of a relationship or during the sales phase.
The right questions and resulting answers not only help you to provide better results for your clients, but the act of asking questions that prompt productive dialogues can improve your relationships. With a better understanding of the client's business, her goals and challenges, needs, and values, you can find new ways to provide value to the client and connect with the larger team.
The below is an extensive list of questions you could or should ask your clients during the course of your relationship. Not all are going to be relevant to your situation, and there are many that you should customize to the specific client. Consider which ones would be valuable for starting a conversation with your prospective or current clients, and how you can use the answers to create better creative work that actually makes a impact on the client's organization.
And don' forget: Asking a good question means nothing if you aren't prepared to listen.
Focus Areas for Improving Agency-Client Relationships