Part 1: New Account? DONE and WON.
So, what’s next?
Just like any relationship, the first 100 days are pivotal.
From the minute the contracts are signed, (or, as the cool kids at Cicero & Bernay Communication Consultancy would say, DocuSigned), all eyes are on you to observe the kind of experience you are going to provide those that have officially appointed you as the voice of their brand; nothing like the Ariel and Ursula transaction though. This is a whole lot more legit.
The client has admitted that they require your expertise to solve a problem they are currently facing and the new union has established a state of euphoria, much like the first few weeks of a relationship. You talk all the time, every decision made is a unanimous one where you exclaim the answer at the count of three, every billboard you see is for you and every Tweet is an emotional trigger.
But let’s not get carried away. It’s a dopamine thing and at the first sign of a creative or caption gone wrong, we’ve reached buyer’s remorse stage.
You know you’ve reached this phase, which is absolutely normal within the first 100 days but can have you biting your nails at 7:30 AM on a Friday morning, when your partner is giving you the silent treatment. This is natural because, as with any new relationship, you’re awarded the opportunity to prove your case. The use of testimonials, success stories and management intervention are integral to mitigating their current state of doubt. The client needs to experience care at the highest level, which includes micro-management by senior members within the corporate hierarchy.
The honeymoon phase of your client lifecycle kicks off with time-to-first value – the sooner they see your added value in terms of personalising their experience, your offerings and your (pseudo) undivided attention, the sooner they adopt it. To get technical, or just sound smart, it’s an asymmetrical risk VS reward situation; go above and beyond for the first 100 days to see a long-term reward on your investment.
Needless to say, this timeline includes your weekends and potential midnight meals but it’s all for a good cause – we want our new partner to fall in love.
How to woo the new client is in part two.
Riya Vatnani is Senior Account Manager at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me