The Art of Listening
Good morning, AAR Partners’ Agency Member.
As part of the AAR Agency Growth Program, little lessons learned from reviews are important to share with you.
What makes for a successful relationship? Depending upon who you ask, you will get a different response but we all know that a successful relationship with your client is a surefire way to be in business now and long into the future.
After two decades of managing agency reviews and more importantly, helping client-agency relationships to succeed, there are three keys that have stood the test of time helping to optimize successful relationships while building the agency and client brands:
One Team.
Great partnerships must be aligned and equally accountable. It’s not often during a pitch that a client team says, “It feels like one team. I can’t tell the difference between the brand team and the agency team.” But when they do, let me reassure you that that agency team is the winning team for that agency search. Of course, every client-agency team should strive to get to this level with their on-going relationships and it starts with being attentive and passionate about the common denominator – the brand.
Activate Agility.
Clients want to be part of the creative process. They are not interested in having your team go off into a corner and return with a presentation. They want to be able to course correct. They want to be able to discuss options. They need to be heard. And they want both teams to optimize talent and resources during creative development… not afterward. They need agile teams to move quickly keeping the consumer at the center of all pivots that need to be made.
Silent = Listen.
It’s the same letters that spell both words. But it’s not about passive listening. Brand stewards need their agency team members to listen carefully and effectively in order to fuel strong acumen. A recent comment from one client on the review team almost became the reason why the winning agency could have lost the pitch: “They’re a solid agency with strong talent and resources. But will they listen to certain vital brand guidelines when in the process of creative development?”
There is a common thread with each of these top key factors for successful relationships: L I S T E N I N G
Anyone can listen but the art of listening has been lost. Let’s remind ourselves of this important skill.
The Art of Listening
Listening is noting what, when and how something is being said.
Listening is distinguishing what is not be said from what is silence.
Listening is not activing like you’re in a hurry , even if you are.
Listening is eye contact and a hand shake.
Sometimes, listening is taking careful notes in the person’s own words.
Listening involved suspension of judgement.
It is neither analyzing nor racking your brain for labels, diagnoses or solutions before the person is done relating their symptoms and pain points.
Listening creates a safe space where whatever needs to happen or be said can come.
Pitch with Passion. And remember, when you actively listen with your heart more than your head, the passion shines…
