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The Joys and Sorrows of Dealing With Clients

We've Been Lucky ... So Far

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Phil Johnson Phil Johnson
Tucked away between the family photos and the miniature Zen garden, I've got a row of books in my office that tell you how to deal with difficult people. They have titles like "Coping with Difficult People," "How to Deal with Difficult People, Volume 1 and 2," and "201 Ways to Deal with Difficult People." Just for fun I looked at Amazon and there were 38 books on the topic. Could there be a problem out there? Is there any possibility that advertising people consume these books like Tums?

I built my collection a couple of years ago, shortly after winning a new piece of business. Not long after the initial toasts, the champagne went flat and the charming day-to-day manager turned into the evil stepfather. He yelled at account people, told creative people they had no talent and challenged every billing. A line of teary, angry, demoralized people formed outside my door. And I did what I always do when I don't know what to do. I bought a bunch of books.

You know, it took a couple of months, a few diplomatic conversations here, some adjustments there, but it all worked out. Nobody quit, we've still got a great client, and I've still got the books.

I've always heard agency people complain about clients who treat them badly. My attitude has been "Why should we get special treatment?" Have you ever watched a tenure battle in academia, or a turf battle in a multibillion-dollar corporation? How about the Democratic primary? It gets nasty.

The more interesting question may be: "Is there anything unique about agency people that attracts a specific flavor of ire from clients?"

I've got two theories. First, a large percentage of the business world thinks that advertising and all of its assorted cousins are a pseudo profession, something anyone can choose to pursue if he wants. It's the opposite of plumbing, or medicine, where people understand that there is a set of skills that they don't possess but need. (Hey, I didn't say it was true.) Second, large corporate structures breed and allow a level of bad behavior that would be unacceptable in almost any other social environment. That's a toxic combination.

Here's how I summarize my approach to the dilemma: There are nice people and there are mean people in the world. Stay away from the mean ones. I confess to a spotty record, but I can also say that with some good fortune I've stumbled into a collection of clients that I love.

Last week I went to lunch with Sam, my very first client. He'd looked at our agency (all three of us) long and hard before he made his decision. When he told me that we got the business, all I could say was, "Really?" We made some mistakes along the way, and in some ways I did a lot of learning on his nickel, but the harshest comment I ever got from Sam was an occasional raised eyebrow. Fifteen years later, he's launching a new consumer-technology company with some venture capital and asked if we would consider consulting. No, I'm absolutely not taking a dime from that guy. I'll help him, but it will take years to pay back the trust and the opportunity he gave me.

Still, it's a rough-and-tumble world out there. Good clients can be taskmasters and tough negotiators. That describes Phil, who ran his own successful agency for a number of years. He also takes a personal interest in our success, recommending prospects and advising me on agency operations. Can you be a client and a mentor?

I've got clients where there is no emotional connection. They're good thinkers and strategists, and I welcome every meeting because you're engaged and intellectually challenged. I've got clients who lean heavily on us for guidance, but they make us feel like we're all in it together. I've got a client who likes to have lunch and talk about how he wants to join me on the agency side. He's insane.

I also like to spend some time thinking about how I would like our clients to think about us. I'd love it if after every engagement, a client told me, "You know, I learned something from this experience." I'd love to hear clients tell me that we've built a group of good citizens that they would enjoy spending time with over dinner. I'd love to hear that we helped a client advance her career, or that we played our part in making the numbers. I'd love to swing for a couple of grand slams too, like we took a struggling brand and put it on the map, or that we found the spark of brilliance in our client's company and brought it to life.

I'm probably deluding myself, but I think one of the reasons I've been lucky is that I took the advice given to me by one of my very first employees. After a challenging meeting, Martha left a card on my desk that read in her impeccably neat handwriting, "Never wrestle with a pig. The pig likes it, and you get dirty." Thank you Martha.
7 Comments
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  By daryl orris | Minnetonka, MN March 24, 2008 09:49:04 pm:
Dear Phil,

Sounds awfully brutal. You're not alone, I have heard the same from many others, but in my career, I never had one. Don't get me wrong, I had accounts that we had done miracles with, that suddenly picked up and would disappear overnight without so much as a goodbye or a why? So I have my stories of woe, but what you are talking about are bullies.

If the bully is the headman, I'd walk, but my experience has been that the top dogs have been exemplary.

I have always had a PhD following my name, which helped me to earn instant credibility, and perhaps that the helped me. And the MBA's I have met were professional, organized and expecting the same of me. We got the job done.

Had I ever encountered a bully I would have documented the abuse by having a co-worker with me, never being with the bully alone. Many times someone of the opposite sex times the bully and their behavior. Whenever a riff occurred I would try to match another of our staff with them. Sometimes it worked and we turned lions into pussycats. Other times I went to the bully's boss and stated the problem. But it never got so bad that we had to resign any business. I would always tell my staff to focus on the work and not on the employee. And I added, remember we work for them and what they really want is for us to make them look good. So go make them look good.

I have had employees who I found out were bullies. One was asking sexual favors from female outside service reps. She came to me, but refused to be specific. I told her that if she ever had such an occasion again to come to me and I would immediate fire him. She didn't, but I talked with him and laid down the law – he took another job within a month. When he left I had a company meeting where I discussed what had happened and to my surprise they told me that they knew and it had been going on for much longer. When I asked why no one here brought this to my attention, I was told that one of our employees told the rep to come and talk with me – but I told them that she refused to explain the problem other than to say it was sexual, and he wanted sex for business. I told everyone I have zero tolerance fro any sexual misconduct – but she refused to confront him or explain to me what the misconduct was. I needed more than that to dismiss him. Later I talked with an employment attorney who had me write an employee handbook where that and other conduct was clearly defined, as were rules and expectations as well as consequences.

So for bullies, try to find someone else who can better deal with them. With naughty employees, make sure you have an employee handbook that clearly defines bad behavior and defines the consequences. Because of these two methods, I was fortunate with both clients and employees. Perhaps it will help you too. But everyone at my agency knew that I would stand up for him or her against any renegade client. I'd dump them (bad client) without a thought. I'd be sure to first talk to their boss first for some sort of remedy. But if it couldn't be resolved that way, I would nicely and neatly resign the business. I'd tell my employees, we don't want to ever get even, and we want to get rich. What helps us get rich? Most of my employees opted for the get rich angle and didn't dwell on the negatives. But for any agency, its employees is its most important asset, and must be protected above all else.

  By DrKND | Ashland, OR March 25, 2008 03:03:02 am:
Phil, it was fun reading about your experiences and hopes. First, let me get something off my chest. I confess to a bit of disappointment that my coauthored book, Dealing With People You Can't Stand: How To Bring Out The Best In People At Their Worst,' somehow didn't make it onto your shelf. Sigh. Ok. My comment has to do with the frame of reference that most people have on difficult people, on how that frame of reference determines their results in dealing with them. Seems to me that most of the literature on the subject has the unfortunate habit of assigning negative labels and assumptions to people behaving badly, while largely holding those who wrestle with them unaccountable for how they go about it. In my opinion, that's a double whammy against dealing with them effectively. Once you label someone as 'toxic' or 'mean,' or a 'bully,' your behavior in response to them will be organized around it. So instead of connecting to your resourcefulness, you wind up connecting to your reactions.
  By DrKND | Ashland, OR March 25, 2008 03:13:41 am:
Oops. Dealing with difficult computers. To complete the thought...

I think there is a better approach to bad behavior. That's to assume a positive intent behind it (human behavior is purposeful), and then approach dealing with it strategically.

While I'm sure there are nice people in the world (I like to think I'm one, and clearly so are you), they often try being nice to people who either don't know about or don't care about nice behavior, and then, stymied and confused, wonder what the deal is with those 'mean' people. I say nice is nice with nice people. With everyone else, something else is needed.

Bad behavior, as far as I can tell (and I've done thousands of interviews to back up this view) is the result of a person's lack of flexibility and resourcefulness in dealing with a changing and uncontrollable world. It's what people do when they perceive that their good intentions are being thwarted by the behavior of others, and they run out of options for dealing with it. In this way, everyone becomes someone's difficult person at least some of the time, by being pushy, negative, disruptive, vague, self absorbed, or completely withdrawn.

The only exceptions I make to this view are people who have substance abuse problems (and thus develop a multiple personality of sorts) or are in some other way truly mentally disturbed (manic depressive, narcissistic, etc.) In such cases, most of us aren't equipped with the time, interest or skills to interact with them, none of the books on your shelf really apply, and the best choice is to get as far away as fast as possible.

Thanks for the article. I found it thought provoking and fun to read. Best wishes, Rick Kirschner

  By dagerity | philadelphia, PA March 25, 2008 11:58:29 am:
you can't make a bad deal with a good person and a good deal with a bad person
  By Mike | Fort Monroe, VA March 25, 2008 01:57:27 pm:
Phil, please remember two very important facts that, while they may be inconvenient for agency folks, they're still very important to agencies' survival: 1. It's the CLIENT'S money; 2. If you don't take the time to LEARN THE CLIENT'S PRODUCT or service, you're stealing that money, and he/she can see that before too long.
  By Frank | Auckland March 25, 2008 03:57:26 pm:
Phil, I enjoyed your comments, and you are right in so many ways. In our mid sized Indie agency - and in my career to date - there is one fool proof way to cope with this. Profit.

Because when you run a profitable agency or any type of business regardless of size, profit gives you freedom... freedom to choose clients and partners who you genuinely like to work with, and enjoy the relationship and the business value it creates and delivers.

But above all I recall a mentor of mine way back who said..."Great Clients get great work. Bad ones rarely do..." Frank Cartwright, Auckland, New Zealand.

  By saberak | Mumbai March 29, 2008 01:58:37 pm:
I am of the firm belief that working on nasty clients tends to bring the best out of you as a professional and from the agency's servicing capabilities. Having worked at an advertising firm in a Media Planning & Buying role, I have personally had the privilege of having worked with a really nasty client. That too as a trainee. I say privileged because my biggest learnings came from that bad client. It put in the rigour and professionalism that I as a new entrant in the industry needed to have. This rigour made me deliver on 'nicer' clients who were delighted with the service we offered.

So I say put the trainees on the nasty clients, and see them deliver on other clients too!

-Sabera Kapasi



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