How to Deal with a Difficult Client — “Keep calm and smile”
By Jan Krejcir
In every single business around the world, there are difficult clients you have to deal with. As I have personally experienced, there is no exception in advertising world. Clients from hell, who frustrate the whole team, make unreasonable demands and humiliate you daily on every communication channel, are unfortunately part of the business.
The account executive position requires me to deal with these people on the front line, and more importantly, pass their requirements onto the team. When you are supposed to keep the project moving, motivate all of your teammates to perform well on the task, and make sure that all deadlines are met, these clients complicate the process. So, how might you possibly deal with difficult clients and keep your sanity?
1. Be Specific
Clients may not know what they want, but they certainly know what they don’t want. Consider asking them for specific examples of what troubles them and then propose specific, measurable remedies for the problem. Also, be clear what the client is trying to accomplish, but don’t be afraid to frankly tell them why their approach won’t work.
2. Set up boundaries
Sending emails at 1 a.m. every day, calling you on the weekend, scheduling meetings after business hours, wondering why you didn’t complete that project on Christmas Day and a firm belief that he/she is the only client you could possibly have and therefore is deserving of 100 percent of your time — NO! Don’t be afraid to say no if what they want will take too much of a toll on your staff. Remind them that you do have other clients.
3. Meet Deadlines
Constant change of heart, saying one thing on a call but completely changing the opinion in an email an hour later. Agree on the timeline and the scope of work as soon as possible, and remain confident in rejecting requests that will endanger deadlines or projects for other clients. Get everything in writing once an approach is decided upon and reject major course adjustments after the fact.
4. Don’t show them your weaknesses
There are many people who will want to befriend you if you fit the description of what they think is weak–they want to be surrounded by weak people that they can dominate, because that makes them feel strong and important. Ask them what they want to accomplish and display your expertise by recommending options that achieve these goals.
5. Keep calm and smile
Do not show them your frustration and anger. When you begin to take things personally and be too emotional, it’s difficult to maintain your composure and make those around you believe that you have things under control. Keep a positive mental attitude and never stop moving forward.
Advertising practices will vary from state to state and from country to country for the simple reason that the countries and people of the world are different. We have to keep in mind that an annoying client is still a client who is paying us for services. Sometimes, we are lucky with the people we are working for, sometimes we are not. I believe that experiences like this one are perfect tools for self-development and for recognition of company and personal values.
