Another critical success factor when considering your strategic insight and database partner is that intangible thing called ‘the relationship’, or the question ‘can I work with these people?’
The ‘chemistry session’ is a well-established practice in the direct marketing agency world, where the client team pays a visit to prospective agency team for a ‘get-to-know-you’ meeting.
This gives the agency the opportunity to understand clients’ issues and aims, to go through some brief credentials and to espouse values. The agency throws out some ranging questions in order to stand on some common ground and start to demonstrate its grasp of the business issues to be faced. Client names and track record will casually be cast into the conversation.
The client wants this though ñ it wants to see confidence, understanding, perception, insight and maybe a little arrogance. It certainly wants to hear something it didn’t know before.
Suitably excited, the client should ultimately buy, and plans are made. Assume at this stage that relationships at all levels, from strategic to operational day-to-day, are good.
Beyond that initial honeymoon period, the ability to bring new ideas forward, to execute, is heavily dependent on ‘delivery’ and that principal relationship.
Insight and data artists don’t do the chemistry sessions in the same way as our DM agency counterparts ñ although it’s a bloody good idea. However, as 50 per cent of the principal relationship, I’m equally as interested in the character of the senior decision maker as the client is in mine.
I know that my ability to get on with this person is critical to getting things done. Let me rephrase this; it’s my responsibility to recognise the character of the senior decision maker in the company in order to create maximum goodwill to be able to navigate our way to achieving the commercial outcomes that we both want.
Having been around a bit I’ve met lots of clients and prospective clients ñ and as a good home-taught psychologist (or sales person) I recognise several different characters or typographies. I thought I’d share a few with you (I’ve used ‘he’ instead of ‘she’ for no particular reason other than ease of illustration).
1. The Dynamo
This guy is turbo charged and moving fast. Speaks quickly and expects you to respond quickly. Ideas and requirements come into his mind at the speed of sound and are articulated in ‘stream of consciousness mode’ (and then often quickly forgotten). Has no written strategy ñ or one that anyone’s seen.
No one can hope to keep up the pace with this guy or ever deliver what he wants. His team is in a permanent state of fear and each member has bruises from banging heads on desks trying to keep a low profile.
Privately is charming and good to be with, but can perform an about-face at the crack of a whip. Can be inspired with ideas but really just needs patience. Don’t bore with detail or confuse with the facts. Keep up with this guy or die. Email or text, the odd out of hours call. Faster, faster!
2. The Whiteboard
This guy’s head is large to contain the over-endowment of brains he’s been blessed with. He’s young, educated and creative with a good MBA. Loves process, loves the intellectual challenge and loves diagrams and flow charts. He sees the future and with one bound can conquer the universe leaving mortals in his wake. He has been, or is destined to be, a consultant at one of the ‘big four’.
Excellent to be with if you are an ideas person too. Must have a really good ‘delivery’ team around him to ensure that focus is provided on the very best of the ideas (forget the rest). Sell this guy a vision, a big idea. No trivia here please. Be prepared to discuss vision at 7.30am or pm ñ mobile call of course.
3. The Expert
Here’s a guy who really gets it. He’s been a client for some years and knows what works in the relationship and respects partners who do too. Smooth and urbane, intelligent and articulate and always open and available to discuss ideas. Takes pains to communicate process and always calls you back.
He manages his team to get the best out of his partners. We love this guy, he’s a dream to work with. Loves your vision but understands the detail too, and can move fast to get things done when required. Be honest and open as he can’t be won over by sheer enthusiasm and passion alone (but likes to see it); needs to buy in intellectually. Will call you out of hours, but only to reassure you that the PO is definitely on the way.
Of course these are dramatically over-exaggerated, but the serious point is that recognising these characteristics and using these insights will help you to win new business and best serve your key clients.
If only we could do that on a large scale in DM…
