The holy book says ‘Do Unto Others, What You Want Done To You.’ So if you don’t want the client telling you that you’re wrong about your professional fees, don’t tell client he/she/they are wrong about an idea they have propagated. I simply go with the premise that only criminally motivated ideas are negative so, there is no good or bad idea. Here’s my classic punch line: “I also have an idea which I think you should listen to, which may work for this project……….”
Don’t go the “You have a good/ great/ fantastic idea but here’s my idea…….” route. Avoid it the way a sane criminal would avoid law enforcement officials. If the client’s idea was so good or great or fantastic then it only makes logical sense that it should be the idea that should be executed, right?
I have come across clients who correctly perceive my Agency as a professional PR firm and would allow us develop and execute the integrated PR solutions we have mapped out, with regards to the client’s brief. I have also had to deal with clients that think they are PR professionals, so they develop ideas which the Agency is only meant to execute; in which case the Agency has minimal or no input, depending on the magnanimity of the client. The former client is right, the latter client is Wright. WrongRight = Wright. Get it?
It’s okay if there are clients who’s level of doubt is greater in propensity that that of the biblical Thomas. To them, even an approved invoice, containing agreed deliverables does not mean jack! At the slightest of doubt they can change their minds about any item on an agreed plan faster than a pendulum swing. With this comes budget cut.
The inconvenient truth is that the lesser the interface with these types of clients, the more robust the budget. Updates can be on a need-to-know basis or when absolutely necessary. Secondly, the various aspects of the plan should be executed as quickly as possible. It is highly unlikely that the client will ask the Agency to stay action on an aspect of the project being executed. But then, I said unlikely, not impossible.
Then for clients who perceive Agencies as perpetual cheats, Agencies can only prove them wrong by surpassing expectations. If the quality of work does not convince them, nothing will. But remember, the client is always right……Yes, always wright!
