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Mistakes Clients Make When Choosing an Agency

Guest post by: Norman Birnbach

Article Overview: This is a response to a Forbes blog article, "The 7 Biggest Mistakes Clients Make When Choosing An Agency" by Avi Dan, founder of founder of Avidan Strategies.

Mistakes Clients Make When Choosing an Agency

Avi Dan, founder of founder of Avidan Strategies, recently wrote an interesting article on Forbes's website, "The 7 Biggest Mistakes Clients Make When Choosing An Agency." Of the seven, I agree with four of them:

* Forgetting that the most important reason for choosing an agency is its ability.

* Not aligning client and agency interests and priorities is another mistake.

* Leaving the compensation discussion to the end of the process can cause contentious misunderstandings.

* Giving equal weight to all opinions at the company ignores the fact that different managers have different levels of experience, and sometimes, different expectations.

Dan suggests that conducing a search without using a search consultant is a mistake, but I disagree. We're seeing fewer companies engage a search consultant, and yet we continue to nurture long-term relationships with our clients -- even through the roughest economic period in memory.

That said, I think a search consultant could be useful when companies decide to select an agency based on a Request For Proposal (RFP) process.

In part II, I'll write about aspects of RFPs.

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Article Tags: clients, new business



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