How to treat a client

Recently, Brooke Borg of Lubbers & Borg Attorneys paid us the ultimate compliment: “You guys make me feel like I’m your only client.” In more than 30 years in this business, that might be the nicest thing anyone’s ever said to me. It’s certainly the most meaningful, because it indicates we’re doing our jobs.

We’re in a unique position at Imagine Marketing. At any given time we’re either serving clients or we are the client. Sometimes the shift happens in mere moments. We need to be comfortable wearing many hats. When we deal with vendors, media reps, editors, publishers and the like, the tables get turned because we’re on the receiving end of customer service. That’s the reason we tend to stick with the same relationships unless someone repeatedly drops the ball. It’s like going to your favorite restaurants. Why risk making a change unless absolutely necessary?

I don’t think we ask for much. When we’re on the client side, here’s how we like to be treated:

  • When we leave a message, please get back to us in 24-hours or less. I don’t think that’s too much to ask.
  • Don’t make excuses or throw someone else under the bus. If you make a mistake, please admit it and fix it. Everyone messes up; it’s how you handle it that counts.
  • Respect our knowledge and experience. You don’t always have to agree with us (because, believe it or not, we’re not always right), but let’s keep things civil and professional.
  • Work with us. Sometimes we need a rush job or something picked up. We’ll try not to take advantage of your good nature. But the occasional “extra mile” really helps.
  • Tell the truth. If a particular job will take seven working days, don’t tell us “five.” We’d rather you give us the bad news up front so we can deal with it.
That’s about it. This is how we treat our clients and how we like to be treated in return. In today’s New Economy, it’s absolutely essential to provide better client service than in the past. Retention is key. Don’t give anyone a reason to look elsewhere. If you can make every client feel like your only client, you’ll be way ahead of the game.
Brian Rouff is the Managing Partner of Imagine Marketing.
Contact Brian at
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