one of the most important things in running an agency is relationships

at the end, with a customer, your relationship determines who long you stay
whether you can upsell
how they react when things go south
and ofc being able to keep each other accountable

and relationships aren’t those of dating / gifting

but rather values.

1. Treat them as humans

yup. they are humans, a lot of us get afraid of them
instead while onboarding learn about them

what they like eating. what things yall have in common
crack jokes that are not intrusive
wish them on their birthday. send a cake
if yall speak the same native language (marathi, spanish, french) talk casually in that - instant ice breaker

when you call them. dont start talking about work.
start with how’s it going / kya chal rha hai

soon you’ll see jokes come in from them too:

2. Go over expectations

if they ask for newsletters
give them a lead magnet

if they ask for 10 social media posts
ensure you reply to all comments

if they expect 10 leads a month
find a way to get 20

we as humans value excellence
and getting more than what you ask always makes someone feel good

tldr: blow away their expectations. whether it is through quality or results

3. Meet them

yup i know most us work remote

but that also means your team is remote

it almost always happens that someone in your team is in their city at one point or the other

and that in person meeting changes things significantly. you both get to understand each other in depth

without filters.

find a way to make it happen at least once

4. Don’t be too harsh

point 1. they’re human

they make mistakes too

somtimes they forgot a brief

sometimes they need something last minute

accomodate them. don’t be too stern

they have to respond to someone too

find ways to support them at their lows

but then what…

all sorted? high retention

remember. they’re yet your clients

not friends

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Enter our biggest churn till date. $70k ARR gone in a day.

one of our enterprise clients have been with us for 1.5 years

and on a call to one of my POCs there i find out that the very person who onboarded me (another POC)

had called me a month ago to do a ref check on another agency

a few weeks later they’ve chosen to replace us and pay 3x cost for the same deliverables

no performance issues with us
no goof ups

just “consolidating vendor partners” was the reason that was given to me

we’d gone above and beyond for them:
⦁ wanted AI-generated videos. outside our scope, but we figured it out
⦁ SEO? still getting organic traffic months after we wrapped that part
⦁ deployed a full newsletter for them – no extra cost
⦁ gave feedback on their product roadmap. yes, really
⦁ got them crores worth of b2b leads
⦁ got them a linkedin banner generator in 72 hours

I can go on.

yep. does this pinch? absolutely.
forget pinch. it breaks confidence
it makes me question so many things
but life goes this

and this won’t stop me from going out of my way for clients

we’re not here to do the bare minimum.
we’re here to build trust, solve problems, and be remembered.

and if you start holding back for fear of churn, you lose the very thing that made your work great to begin with.

it iz what it izzzz.

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