Brands are seeking agency partners that are capable of delivering fantastic work...but, in an agency-client relationship, the capabilities of a marketing agency are only half of the equation to make up a successful partnership.

The other half is chemistry.

Think about it: you may meet your dream partner - ideal looks, stable job, perfect house, kind family - but if the two of you don’t click, then the relationship will fall flat.

Agencies work extensively to develop the right mix of skills and experiences that make them a good fit “on paper” for their current and future clients. Agency principals “future proof” the organization by exploring new capabilities and hiring top talent. Agencies even build a portfolio of clients from key industries to help answer the question that prospective clients ask of potential agency partners: “can you do what you did for them, but do it for me?”

All of this work, however, is wasted if the agency cannot build great rapport with a client. Basically, winning new clients takes capability + chemistry.

Clients want to work with agencies they can trust, that mesh well with their team, and align with their values and interests.

So how can agencies develop that (often elusive) chemistry?

Here are some tips:

1. Identify opportunities to connect over a common background/culture.

   Did you grow up in the same region, attend the same alma mater, or share similar traditions? Help the client understand your common bond. Ask questions to get the client to talk about their experiences, and assure them that you are listening and interested.

2. Research the company to show them you understand their challenges.

   At the end of the day, this is business. Showing the client that you have put in the homework to solve real problems through a comprehensive marketing strategy is a great way to demonstrate that you care to make an impact on the client’s business.

3. Make the client feel welcome.

   Act as if you are welcoming home a long lost relative when preparing for a meeting. What preparations can show your guest that you truly care about them and their decision to spend time with you?

   Prepare some themed comfort food - taking the time to serve someone a well thought out dish shows them that you care and are attentive to detail.

4. Show the client that you truly want their business.

   How important is this prospective client to your agency? Would it make a major impact on your business? Communicate how much you want to work with them and how meaningful they would be for your agency. Identify how your agency’s business ideas and strategy stands out compared to a competing marketing agency.

5. Go the extra mile.

   Do something special that shows the client that you understand their business, culture, and customers.

   Once my agency pitched a circus, so I asked everyone in the agency to wear a clown nose to show the client that we did not take ourselves too seriously - circuses are supposed to be fun, after all.

While capability can get an agency into the door with a prospective client, chemistry will make that client feel comfortable that your agency is the best choice. While you cannot force sparks to fly in a new relationship, you can set the mood by paying attention to details.

If you need help figuring out how to develop a relationship with a potential client, please reach out to Setup - we can help!

This blog was written by Joe Koufman, CEO and Founder of Setup.

Armed with 20+ years of marketing, business development, and management experience, Joe Koufman founded Setup to ignite relationships between marketing agencies and client-side marketers. His unique agency perspective – having worked at a small digital firm, an independent full-service marketing agency, and a massive holding company – is what inspired Joe to help marketers find agencies that are the perfect fit.