First, to define my use of the term “sticky” in this context. The idea behind any company becoming sticky is making it hard for their clients and/or customers to leave or have services removed.
That sounds a little shrewd, but when approached in a positive manner it is within both the agency and client’s best interest.
How does you make your agency sticky?
Whatever the bailiwick, an agency needs to provide value to the client’s bottom line in order to truly become “sticky”.
This means taking a few (perhaps large) steps back from whatever it is your agency does and taking the time to identify what it is the client really needs.
We’re working in the digital space at BFO, so it almost always comes down to website performance. However, the website is only there to help achieve the business’ goals overall.
So what are those goals? How does my area of expertise impact those goals / objectives?
Most of this sounds like it would be for account managers and/or sales people. It is true that communication of the client’s goals should and most likely will happen at the client facing level. That being said, I firmly believe that each and every team member can (and should) contribute to the value of any agency’s services; Interns, Juniors, Analysts, Account Managers / Directors, etc etc…
When your teams know what the client needs to achieve as a business, proactively seek opportunity, execute a plan based on those opportunities and communicate what that all means for the client, you have real potential for stickiness.
Is this fool proof in terms of securing long-term business? No. Sometimes things are out of our control, but if you put your best foot forward and truly act as an extension of your clients’ business versus a “vendor”, you can achieve stickiness and long term success!
Check out our ebook on agency partnerships to learn more!