Those who are familiar with Ford's Pinto have visions of exploding flames and flying shrapnel.
One of the most enduring illustrations of the perils of taking short cuts was this devastating public safety hazard of the 1970s. It cost Ford Motor Company close to $130 million, making it the greatest punitive harm of its kind.
The most important lesson from this disastrous PR stunt is that value and flippancy don't go together.
Fortunately, situations like these are the exception rather than the rule because it is customary to handle matters and objects with greater care as they become more important. Investments are one of those important aspects of life that call for caution, hence advertisers only give their marketing funds to those they have faith in.
One of the key lessons we have learned over the years as a corporate video production company in Dubai is that every paid media professional should strive to maintain their client’s trust. Client trust is crucial in every function, but given the repetitive nature of our work, it is more crucial in ours.
This article will outline the importance of client trust in sponsored media and provide advice on how to cultivate it.
Trust in a client is important for the following five reasons:
1. You'll Have a More Fulfilling Career, for starters.
Managing a digital marketing agency is one of the most humbling experiences due to the sheer quantity of our enduring partners. The confirmation that our clients are happy is what makes this loyalty the most rewarding. If you can make me a pleased customer, I'll make you a client whose expectations have been met.
The essential factor in developing client trust is to uphold your integrity. Put this first, and you'll increase how fulfilling your work is. Character is a requirement for carrying out your intentions, and cultivating it is immensely satisfying.
2. Trust eases anxiety.
When you're not stressed out, who wins? Everyone, of course. You, your family, your boss, your coworkers, and your customers. Do you want to oversee a book of clients that is constantly changing, on-boarding new clients, and getting to know new advertisers? Naturally not.
A more dependable, steady book of accounts is what you would prefer. The bandwidth available to paid media experts such as corporate video production companies in Dubai is limited. If you can increase client retention through trust, the majority of your clientele will be steadfast ones.
In this performance-based field of work, you can't completely eliminate stress, but you can reduce it.
Goodbye, stress, and hello, relaxation.
The second strong argument for becoming an expert in client trust is the considerable mental, physical, emotional, and relational rewards here. Unless you have a bizarre passion for hypertension, you realize how useful this is.
3. You'll Increase Your Income
Promoting customer trust will pay off. You will continuously achieve excellent retention and generate client referrals, which will improve your revenue. Even if it might not be the most important factor, this is undoubtedly the most alluring one.
4. Your retention rate will go up.
Clients that sign long-term contracts are the most profitable. The paid media strategists who have a high retention rate are therefore the most valuable. This self-evident principle comes down to basic economics: you keep your current customers satisfied rather than spending resources to find new ones.
The expense of gaining new customers is significantly higher than the cost of keeping your current ones. Only those whom people have confidence in will receive valuable possessions. Building trust is the surest route to getting there and staying there if you want to be the go-to marketer for advertising. Your marketer's value increases as attrition decreases, which translates into more money in your wallet.
5. You'll Receive Better and More Referrals
Thrilled customers are referring business to us.
Referrals, which exponentially increase the value of the referrer, must be taken into account when estimating the lifetime value of a client. You won't find lower fruit in your sales funnel than these sure things, second only to upselling and cross-selling to current clients. This idea is related to the second most significant factor in sustaining client trust—profitability—because both have an impact on profitability. Customers who are expertly handled when they are unhappy outlast those who never have any issues.
Building Trust In Paid Media
Now that we know how crucial client trust is, let's look at some advice for fostering it. I'd like to share with you something that the majority of paid media specialists are unaware of, rather than unloading a well-known list of client experience how-tos.
Your most important clients may be those who are unsatisfied.
Your eyes probably rolled.
Please continue reading.
Customers who are unhappy but can be effectively handled outlive those who never have any issues. In the event that a client contacts you with an issue, seize the opportunity by simulating the following procedure: give thanks; accept responsibility; be sympathetic; apologize; make amends; assure; and conclude with confidence.
To help you visualize this in action, I have expanded on each of these below and given an example.
1. Show your gratitude
First and foremost, express gratitude to your client for taking the time to describe their complaint in detail.
If you actually value them and their business, you will be open to any comments that will help you make sure they have a positive experience overall.
By expressing thankfulness in this situation, you have a special opportunity to convey this feeling.
2. Admit Your Errors
People these days rarely take responsibility for their faults. Our ego would look elsewhere for fault than within ourselves. Think about how difficult it is for you to admit your mistakes. Ironically, it is the very admission that we try so hard to avoid that will strengthen your client connections.
Avoid the urge to apologize, rationalize, or justify yourself. Owning up to your faults is the most powerful component in this process, and humility is incredibly attractive.
3. Express Sympathy
Giving weight to your client's frustrations with sympathy is important. They understand you value their care at that very moment. The motivation behind the complaint in the first place is frequently this feeling of affirmation. Here, you should be specific about their problem, emphasizing how upsetting or embarrassing (as appropriate), etc., the particular circumstance is.
They will be strengthened by this acknowledgement in a pleasant, disarming way. By expressing sympathy in a unique way, you will be seen by them as a supporter as opposed to a rival.
People are just as adept at spotting fake grins as they are at spotting phoney apologies. The soil of your client's heart will be ready to receive your apologies once you appreciate them for their input, own the error, and show sympathy.
It will feel much more genuine at this point, increasing the likelihood of acceptance.
5. Make restitution.
Saying you're sorry is one thing; showing it is quite another. Bring on the restitution! Even if your error did not result in any monetary loss, I advise you to provide a substantial credit on the subsequent invoice.
In the event that this is not your first instance of carelessness with this client, you can think about coming up with something more original, like offering a month's worth of management at no cost.
Restitution will solidify your expression of regret and provide the advertiser a sense of fairness. Even more so than your reputation, their continued business is well worth it.
6. Offer reassurance.
In addition to satisfying their demand for equity, you should reassure your client. Make sure they are aware of the corrective actions you have taken to prevent future mistakes. If the complaint is serious enough, you should explain what steps you took to prevent further errors.
By this time, it should be obvious that you are devoted to not only making things right but also ensuring that they never occur again. Your client is aware of your flaws, which is acceptable because nobody should be surprised by them.
They will also be aware of the fact that you have their financial interests in mind.
7. Request Feedback
To make sure the proposed remedy is acceptable, you should ask for input. Your goal is lost if they are not pleased with your response. You won't frequently encounter a request for more or something different than what you've delivered, provided you are reasonable.
You may strengthen your humility during this stage of the process and demonstrate that the relationship is truly collaborative rather than one-sided.
8. Conclude firmly
At a corporate video production company in Dubai, we realize how wise it is to leave on a positive note about the future of your partnership. With one final keystroke or spoken word, you change the subject from a current worry to a prospective hope. Consider this reversing momentum.
Ready to pursue prospects for a more rewarding career, a better lifestyle, and financial success? Increase customer confidence! Gaining the trust of advertisers can help you weather the inevitable storms of performance issues, even while analytical expertise is crucial in paid media and creativity is indispensible.
We are a well-known and honorably recognized video production firm that specializes in producing material that has been specifically commissioned. Since 2010, clients in the UAE's cultural, business, medical, educational, nonprofit, and government sectors have trusted us to deliver movies that further their goals. We create videos for movies, businesses, advertisements, music, and promotions.
Jul 15, 2022