That was one of the good questions the writer asked. She was doing an article on the advertising agency business; and I was one of her sources. The answer was simple; I didn’t need to give it much thought.
Recognize the problem
Way back when I started the business twenty plus years ago, I recognized client retention was a huge problem in the advertising industry. I gave it a lot of thought then knowing that client retention was the lifeblood of every business. The statistics has since got much worse. (Today, the average client/ agency relationship is about thirteen months.)
Finally, my big secret revealed. It was simple, just two words. Learn fast. After we knew we had won the business we did even more research. We read about the industry, the completion, our new clients back history. You name it we read it. Unofficially, the theory was we would learn so much so quickly. They couldn’t afford to fire us. Besides, imagine what a pain in the buttocks it is to train someone
all over again.
It helped us
Make the learning curve really, really short. Do great work and provide outrageous service.
You’ll be amazed how your client retention rates soar. Combined with a little luck, it helped us keep clients over ten years on average.