3 ways to keep clients happy

About six months ago, one of our clients at Pneuma completely blindsided us. We were delivering roughly a 10x ROI on a client's SEO project - but they decided to part ways with us. From our perspective, we were hitting the ball out of the park, but it didn’t take long ago to realize metrics/tangible success are only part of the solution

Clients care about more than just the bottom line. There are intangibles to every project, elements that can make or break your relationship. So, while we thought we were nailing the deliverables (and to be fair, we were), we overlooked the nuances that mattered most to our client.

This was a wake-up call. I realized that results matter, but how you handle the intangibles, on the road to results, matters even more. With that in mind, here are three strategies I've found crucial to keeping clients happy, which don’t just include "results":

1. Don't Be Afraid to Challenge the Client

We all want to please our clients. But sometimes, what they need isn't a 'yes man', but someone willing to offer a different perspective. When a client was considering buying a competitor for their perceived superior marketing, a 30-minute deep dive revealed a different story. By challenging the client, we not only saved them millions, but also strengthened their trust in our counsel.

Actionable Tip: Emphasize that you're offering a challenge with their best interest in mind. Try using phrases like "I am sharing this with your best interest in mind" and remember to deliver your thoughts in person (or video call) whenever possible.

2. Encourage Clients to Ask Tough Questions

Navigating tough conversations can feel like tiptoeing around a sleeping bear—you don't want to wake it, but it's essential to acknowledge its presence. On one occasion, I sensed a client was apprehensive about bringing up an issue. By addressing it head-on, we not only resolved the matter quickly but also deepened our relationship.

Actionable Tip: When you sense hesitation from your client, prompt them with a gentle nudge, such as "Hey, it looks like there might be something that's nagging at you? Could it be X?"

3. Understand Your Client's Business

Results may bring in the client, but understanding their business keeps them. Diving into their financial and sales processes, their competitors, and their customers gives us a more comprehensive perspective, and in turn, allows us to offer better solutions.

Actionable Tip: Ask questions about how their finances work, how their sales process operates, and who their competitors are. A holistic understanding of their business can give you a strategic edge.

Many times, agencies focus so much on the "results" that they forget the importance of building a genuine relationship with their clients. These strategies may seem unconventional or risky, but they’ve been pivotal in how we retain our clients.

While results are important, remember that your clients are more than just a set of numbers or a project brief. They're real people who appreciate openness, understanding, and genuine interaction.

Results matter, but how you handle the intangibles, on the road to results, matters even more.