The Art of Client Service

Chapter 46Deal with Problems Head-On

Advertising is people intensive. Given the number of hands that touch even the simplest assignment, it is astonishing how much work gets produced error-free. Still, things get derailed. On occasion, there is a full-scale train wreck. A deadline gets blown. There is a mistake in a print ad. The wrong commercial gets shipped.

When something goes awry, get to your client with a full explanation of what happened and why. Whenever possible, be prepared to outline one or more ways to address the problem. Move quickly. You want to deliver the bad news to the clients. You don't want them to hear it from another source.

If the agency is on the hook for serious money, get senior management involved immediately and work out what you are prepared to do financially before you call the client. Volunteer the financial solution before the client asks for it.

Above all, never, ever lie to your client. Sure, you might get away with it this time. At some point, though, you won't. Once you're caught in a lie, your single greatest asset—your credibility—will be gone forever.