#11 - What can we do differently that will increase the respect and desire our clients have for us and our work?

Posted November 16, 2022 in
Digital Sales and Marketing Coaches Digital Sales and Marketing Coaches

Chris Marr

Global Coaching Perfomance Director


You're getting a sneak peek at a portion of my letter that will be out on Thursday.

You can subscribe to the full weekly letter here.

The question I'd like you to address in the comments below is:

What can we do differently that will increase the respect and desire our clients have for us and our work?


My soul no longer has that piquant activity conferred by desire…Oh, we shouldn’t delude ourselves - pleasure isn’t in the fulfillment, but in the pursuit.” - Pierre-Augustin Caron de Beaumarchais

“The grass is always greener on the other side.”

We’ve all said it a hundred times. It’s human nature to look over the fence and desire exactly what you don’t have. We all find pleasure in spending time imagining the other side of the fence.

At the same time we complain, gripe, and take for granted what we do have.

And this is happening every single day in your agency.
Think about the clients who object, slow down the sales process, pause, and ultimately never buy.

The clients who think they’re done, but they’ve still got a lot of work to do. The clients that end their contract early and hire your competition.

All of them, to some degree, lost their desire for you and the work.

They started taking you for granted, and over time the value and respect they had for you diminished.

Hard to hear, I know.

And that’s why you must lean into the human nature of ‘the grass is greener’ and make it so that you’re something that your clients desire, but can’t easily obtain.

Your client looks over the fence, they see you there, but they have to work hard to get you.

This inspiring example from Mad Men will help paint a picture - go ahead and watch it right now (~2 mins).

If you can’t watch it, here’s the gist:

The creative has just been pitched to the client, and the client immediately comes in with an objection.

To counter, Don Draper concludes the meeting, forcing the client to either accept his expertise or walk out the door.

In Pitch Anything, Oren Klaff calls this the ‘Prize frame’. Don knows the value he brings. Instead of Don feeling like he has to convince the client to work with him, it’s the clients that have to convince Don that they aren’t wasting his time.

The client must win you over, which is the opposite of what’s happening in most agencies

We spend our time and energy convincing our clients to work with us. And so it’s no wonder that respect, value, and desire diminishes quickly.

Not only are we making it too easy for our clients, we’re also making them the prize!

Of course, the way you do this is key

It shouldn't be done in an obnoxious or manipulative way. Rather, in a way that encourages your client to step up and get out of their own way so they can make a good business decision.

If you’re truly honest with yourself, you know there’s little value in trying to convince someone to work with you that doesn’t believe in the work you are doing. So it’s up to you to value yourself and your work, to protect yourself and your team from taking on a troublesome client.

One of my favorite questions to ask in the sales process is “What gives you a sense that you’re a good fit for They Ask, You Answer?” 

Don’t make the mistake of thinking this is just a selling technique. Create an element of ‘the chase’ throughout your work, too. 

We know that respect and value diminishes as soon as people get what they want, so your client should never feel like they completely own you. 

Dangle in front of them what is unattainable. 

Play to their desire. 

You are the prize. You are the talent. You are the greener grass.

So, What can we do differently that will increase the respect and desire our clients have for us and our work?

Jump into the comments with your thoughts and ideas 👇🏻


Photo by Ochir-Erdene Oyunmedeg on Unsplash
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