How to Land Big Name Clients and Keep Them Happy
Want to know how out how a Digital Agency (TwentySix2 Marketing) landed accounts ranging from Coke, AutoTrader, Microsoft, and Verizon Wireless.
TwentySix2 Marketing has been a leader in the online marketing industry for over a decade, providing services in search engine optimization, paid search, social media marketing, and content marketing.
This Internet thing is going to be huge.
John remembers starting out at a cheap wooden desk, making cold calls and contemplating the enormity of this new thing called the Internet. He and his company have come a long way since then and he shares some of the biggest challenges he had starting out.
He talks about how creating momentum was a problem, “There was a time when I wanted to quit everyday.” Thankfully he didn’t quit and attributes a lot to the people around him who encouraged him to keep going.
He also points out that networking can be a challenge, but the struggle is worth it. “You get a lot of results from your relationships,” John says. He encourages people starting out to join boards and network with peers. These peers can end up as partners, and later help you land bigger clients.
John’s biggest tip for all business relationships –
[clickToTweet tweet=”Make a deposit before you make a withdrawal.” quote=”Make a deposit before you make a withdrawal.”]
In other words, do something for someone before asking them for something. They’re more likely to remember you down the road.
Good people are key to getting through obstacles. But John admits that – at times – finding the right people was a problem. Occasionally, the people that started with him weren’t the right fit once his company grew. Over the years he says he’s found his best people have a passion, as well as the right balance of salesmanship and technical expertise.
[quote] There’s always something in business. There’s always a challenge [/quote]
Because technology and tools on the Internet change so quickly, John looks for people who strive to keep learning. Staying well informed by reading blogs and following industry thought leaders is key.
John also points out the importance of finding people that compliment your style. Are you the salesperson? Then find an operations person to balance you. Or, if you’re great at closing the deal, find someone great at creating opportunities and building the relationships that score meetings. You can then finalize the deals together. It’s a partnership, not a competition.
[clickToTweet tweet=”Getting the right people in place is how you can be assured the business can operate without you. ” quote=”Getting the right people in place is how you can be assured the business can operate without you. “]
If you want a day off once in awhile, you need to establish processes so that the team knows what to do when you’re not there. Then go revel in your newfound free time!
Keeping the big clients.
Let’s face it – there are a lot of people knocking on the doors of these big name companies. Once you’ve landed a big one, it’s not the time to rest on your laurels!
John talks about how staff turnover within the client’s company can be a real issue. New guy comes in and decides to go with an agency he knows. He suggests making sure you’re continuously talking to your client about the results you’re getting for them. If you’re proving your ROI, they’re less likely to seek someone else.
Little fish need love too.
John’s company has big clients as well as small clients, and that it’s this diversification that has helped make them successful. After all, it’s not just the big clients that get attention. John points out that every client, every person is different. “You have to ask a lot of questions and listen a lot,” he says. “Then ask more questions and listen some more.”
Work on your business, not just in it.
Stop running just your business! John recommends focusing at least an hour a day on your business. Work on improving aspects of your processes little by little so growth and infrastructure keep getting better.