With client marketing departments ravaged by layoffs and unfilled openings, what really makes the difference in creating a strong Account Services/Client bond?  Here are three somewhat low-tech thoughts often forgotten in the non-stop world of marketing:

 1) Open your ears and close your mouth.

Bad response rates and tough economic times erode the most stable partnerships.  Thus, when there is even the tiniest of cracks between an account manager and his/her counterpart, it only gets exponentially worse.  Clients shake their fists at the phone.  Account staff bang their heads on their desks.  However, what they’re both saying is that the other just doesn’t “get it”. 

So what is this elusive “getting it”?  First, getting is not commiserating, reacting or swapping war stories.  There are times and places for that, usually accompanied by an adult beverage.  But during a conference call or phone conversation is not that time.

To get it, you have to listen.  You can empathize of course, but the Account Manager’s job is to help find solutions.  The best way to start that process is to understand the problem.  Understanding only comes with being an active listener.  Then, if you don’t understand something, say it.  Better to look slow, than act dumb as an old boss of mine used to say.

2) Document well

As people disappear, the paper trail they leave behind is increasingly important.  It may seem like overkill to have a phone conversation and then follow-up with an email.  It’s not.  That little extra effort is what separates good relationships from great ones.  Don’t we all appreciate having something to refer back to in the maelstrom that surrounds everyday life? 

I’m not talking about writing War and Peace, but quick updates, phone recaps, meeting notes, status reports, etc.  These are the foundation of how to move programs forward, especially as the personal knowledge of the programs and products disappear with the people.

3) Explain what is going on behind the scenes

The “do it now” mentality which pervades modern-day marketing is permanent.  Don’t fight it.  To work within this context, inform your clients about what is happening and why.  Granted, some will care more than others, but all of them will walk away with a better understanding of what your team is doing “behind the scenes.”  Knowledge is power and your ability to inform your clients about the process empowers your relationship. 

Too often the basics of account work are left behind in the rush to get things done.  It’s understandable.  But, the agencies who do the seemingly “little things” like listening, documenting, and explaining are usually the ones you’ll find with the rock-solid relationships.