Years ago, I pitched a client on Google AdWords. I asked them to spend $1,000 a month to increase their traffic. They turned me down. Turns out, clients don’t want to spend money on things they don’t care about. And this client didn’t really care about seeing their traffic go up. You might be thinking, “What? Why? Everyone wants more traffic.” Well, they told me traffic boost wouldn’t help them further their goals.
Since then, I’ve gotten a lot better at making recommendations to my clients. My client who cares about search rankings welcomed an SEO audit. My client with an annoying deployment process transitioned to more powerful hosting platform. My client who needs more donations loved my A/B testing ideas. Some of these tactics may seem obvious - especially when laid out so plainly. But it took some creative thinking to connect the dots.
In this session we’ll cover:
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Focusing on why your client’s organization exists and what they’re trying to achieve.
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Thinking about your clients as people - not just organizations - and how you can make your contacts’ lives easier.
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Using data to recognize problems or opportunities, and then pitching solutions.
All of this will help you to sell work, deepen relationships, and improve digital programs.
This session is designed for the agency professional. But if you replace the word “client” with “internal stakeholder,” in-house folks will learn a lot too.