“We have to become a partner with our clients.” Dream on, says I. In 27 years working on clients, not one has ever viewed me as a partner: always as a supplier. Here’s why, and here’s how to become an indispensable supplier.
Becoming ‘partners with clients’ gets talked about a lot in agency world, but it has never happened to me. We’ve had deep, enduring client relationships, but none crossed the line to true partnership. Why do I say that? I always knew that if we stuffed up two times in a row (maybe three at a pinch), we’d be out. That’s not partnership- it’s a supplier relationship.
Our mission has to be to become our client’s most valuable, most indispensable supplier. To achieve this, we have to become TRUSTED ADVISORS. Here’s how.