Who’s “value” are you delivering?
| Our industry statistics tell us that the majority of an agency’s clients are within 20 years, 10 either way, of the agency principal’s age. Because of that majority the agency delivers products and services based on the agency principal’s preferences, or that person’s definition of “value”. Sometimes that’s not all bad – if you represent the majority of your book of business you might not be far off, but is everyone like you? Surprise – No! Nimble and proactive agency managers know what their various client’s “value” definition is and make sure they cater their agency products and services to those. Just because you don’t use email for anything other than keeping up with your buddies jokes doesn’t mean the rest of your clients view the internet that way.
Engage the varied personalities and places in life of your team. Query the different age/stage preferences, survey your existing clients, then be ready to listen. Be open to the fact that not everyone is like you and have different definitions of “value” then position yourself to deliver it – if it makes good business sense. |
