As my Affect colleagues know, I have spent the past year planning my very own wedding. During this process, I’ve had the unusual experience of sitting on the “client” side. As a PR professional used to providing budgets, 90-day plans and creative ideas for my own clients, it was an interesting experience to be on the flip side and I learned quickly what made me want to work with someone (and what made me want to cut ties.) Here are my top five PR and customer service takeaways:
1. Listen, No Really, Listen!
Just like in wedding planning, a potential client meets with several PR agencies in order to select the one best suited to execute their PR or marketing campaign. To win the business, take careful note of your potential client’s business objectives, product timeline, communication style and even their “wish list.” Delivering a proposal that outlines a roadmap to achieve these goals can seal the deal – and lets a client know you “get” them and their business.
2. Pay Attention to the Dollars and Cents
I had my heart set on a particular invitation company at the outset of my planning. After several productive calls where we discussed everything from my wedding colors to my bottom line, I was shocked to receive a proposal that was for almost twice the budget I had shared. I knew immediately that the vendor hadn’t been listening, and I promptly called another company (who came in under budget.) Pay close attention to budget when putting together a proposal for services for any client.
3. Do What You Say You’ll Do
A critical cornerstone to any agency-client relationship, “Do What You Say You’ll Do” also translates to “Don’t Overpromise and Under Deliver.” Many a vendor promised me the world during our initial meetings, and as soon as the ink dried, so too did these opportunities (what do you mean a custom cutout of our names in lights isn’t included anymore!) The lesson here for PR Pros is to be realistic about what you can provide – don’t promise a cover story in a month if you know it could take much longer.
4. Deliver on Time, Every Time
Wedding photographers are notorious for holding your photos captive. Needless to say, I still have yet to receive photos taken over a month ago (even though they were promised in 2-3 weeks.) I immediately soured on my relationship with this vendor, and would be hesitant to recommend him regardless of his great work. As a PR professional, ensuring that you set realistic deadlines that you know you can meet will give your client the confidence that they can rely on you each and every time.
5. The Client Comes First
Now for the positive: my best wedding vendor experiences have been when a vendor has been flexible and willing to go above and beyond to ensure my needs are met. Going the extra mile for a client, instead of refusing tasks outside of the retainer, will build goodwill and can even lead to an expanded retainer in the future.
Overall, it’s important to understand that to a client, your efforts are also contributing to their most important event – business success. Let me know if you have any other lessons to add in the comments below!
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