Your Delivery Is Someone Else’s Reputation
Managing clients and their expectations …
We all know referrals are one of the best ways to win business, but do you agree that
partnerships only work when the delivery does too?
Let’s go back to basics for a minute; a warm introduction speeds things up massively in a
partnership as the trust is already there, therefore barriers come down quicker and the client
usually arrives far more ready to buy than someone coming in cold.
But here’s the bit people don’t always talk about enough, unless you have spoken to and
been educated by Dave, what happens after the referral?
Because when someone refers a client to you, they are effectively lending you their
reputation. They are saying to that client: “These people will look after you.”
And that’s why partnerships and referral relationships only really work when the delivery side
works too.
Not just the networking or schmoozing of the clients and accounts
Not just the flashy strategy
Not just the sales process
It is the actual day-to-day experience, the delivery and the communications that make a
partnership or client relationship really work.
Referred clients expect more
A referred client normally comes in with higher expectations, which is fair.
They expect:
Faster responses
Better organisation
Clear communication
A smoother experience
Less chasing
Less stress
And as they should as someone has already vouched for you.
A referred client is already borrowing confidence from the person who introduced you. Your
delivery either validates that trust or damages it. And this is often where agencies either
strengthen relationships or quietly weaken them without realising.
The “getting sh!t done” bit matters
A lot of what makes clients stay isn’t always glamorous and I can say that as it’s what I do
and offer.
What makes them stay, keeps then happy and onboard is the simple things like:
Keeping stuff moving
Following up when you said you would
Sending the notes
Remembering the details
Keeping projects organised
Spotting issues early
Creating calm instead of chaos
Not needing to be chased
As someone who works in account management and project support, I genuinely think this
side of agency life is massively underrated.
Clients remember how you made them feel. As Maya Angelou also says - "I've learned that
people will forget what you said, people will forget what you did, but people will never forget
how you made them feel."
For example, would clients say that working with me felt stressful or did it feel easy?
“Easy to work with” is actually a huge selling point, and I hope my clients would say this
(which they do, spoiler alert - https://pinpointmarketingconsultancy.co.uk/outsourced-
account-manager/). Especially in busy agency environments where everyone is juggling
multiple priorities, deadlines and clients all at once.
Consistency keeps you front of mind
Some of the best relationships I have had and have seen are built through consistency
rather than intensity. How? By:
Regular communication
Reliable delivery
Thoughtful follow-ups
Checking in
Keeping momentum going
That consistency builds trust over time and small things done consistently well have a huge
impact over time. And when clients or partners know they can rely on you, they remember
you when opportunities come up.
Dropped balls don’t just affect clients
This is the important bit when it comes to partnerships and referrals.
If something gets missed, delayed or poorly communicated, it doesn’t only impact the client
relationship.
It can impact the partner relationship too, because if someone has referred you, their
reputation is tied to your delivery. That’s why the best partnerships are built around making
each other look good.
The agencies people repeatedly recommend
The agencies and marketers who get repeat referrals are usually not the most chaotic ones.
(another spoiler alert – I don’t do chaos!)
They are normally the people who:
Stay organised
Reply promptly
Deliver consistently
Keep clients updated
Stay calm under pressure
Make life easier for clients and suppliers
Care about the relationship as much as the result
Reliability is a massive thing. It means for example you I can be put in front of a client’s client
and hold my own. It can also mean my clients can go on holiday and switch off as I have
things under control. And in a world where lots of businesses are overwhelmed, reactive and
stretched too thin, consistency genuinely stands out.
So what I am saying here …
Referrals are not just about networking or lead generation, they are about trust.
And trust is maintained in the day-to-day delivery, the following up, the comms, the control
and organisation and in the overall happy client experience.
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GUEST BLOG written by Nicole Martin, a marketing account/project manager
Find out more here https://pinpointmarketingconsultancy.co.uk/outsourced-account-
manager/ and https://www.linkedin.com/company/pinpoint-marketing-consultancy-ltd/
Follow Nicole here https://www.linkedin.com/in/nicolemartinmarketingaccountmanager/
Or book in a chat here https://calendly.com/nicoleandpinpointmarketing/free-consultation-call