The Art of Client Service

Chapter 7Getting to Yes

Maurice Levy, the chair and CEO of the French holding company Publicis, is reputed to have said about new business, “You never really know why you win; you never really know why you lose.” I have no idea if Levy actually said this, but no matter. I believe it to be true.

I have been on the receiving end of many a condolence call from the prospective client that goes something like this: “You and your team were great, really great, and it was a hard, really, really hard decision, but we've decided to go in a different direction. But let's stay in touch.”

And there have been a few occasions when I received this kind of call: “You and your team were great, really great, and it was a hard, really, really hard decision, but we've decided to go with you and your team. When can we get together to kick things off?”

The difference between winning and losing is often the thinnest of margins, and there are so many variables in play when you pursue a new client—money, the work, the people, the politics, did I say money—it is impossible to know exactly how you won or lost.

My agencies have done extraordinary work for prospective clients and lost. My agencies have done average work for prospective clients and won.

I had one prospective client tell me our agency didn't understand their business and that's why we lost. I had another prospective client tell me we understood their business so well that's why we won.

I once had a client visit our agency, listen to a credentials ...