ارتباط با مشتریان: برای روابط قوی‌تر، ثمربخش‌تر و بادوام‌تر با مشتریان ۲۰۲۱
Connecting with Clients: For stronger, more rewarding and longer-lasting client relationships 2021

1. CONTENTS

2. CONNECTING WITH CLIENTS

3. AS YOU USE THIS BOOK, REMEMBER THE PRINCIPLE OF MARGINAL GAINS

4. ABOUT THE AUTHOR

5. ALREADY LISTENING. But Not Hearing.

6. ANNUAL REVIEWS. What’s Not to Like?

7. AVIATE, NAVIGATE, COMMUNICATE. Managing More In Less Time.

8. BAD NEWS STICKS.

9. BEST BOSS. WORST BOSS. The Importance of Emotional Intelligence.

10. BRILLIANT BASICS.

11. BULLSHIT. The Fastest Way to Undermine Your Relationships.

12. BURN CALORIES, BUILD RELATIONSHIPS, CREATE NEW OPPORTUNITIES AND ENJOY A COFFEE. The Benefits of Walking the Corridors.

13. CALL YOUR CLIENTS EVERY DAY AND KEEP THE OTHER AGENCIES AWAY.

14. CHANGE BLINDNESS. How To Drift Into Trouble.

15. CLEAN LANGUAGE. How To Understand What Your Client Means. And How To Help Them Understand What They Really Mean.

16. COMMUNICATION IN THE VIRTUAL WORLD. The Impact on Us and Our Client Relationships.

17. CRITICAL VOICE IN YOUR HEAD? Four Liberating Questions.1

18. DAVID OGILVY’S ADVICE FOR CLIENT RELATIONSHIPS.1

19. EFFECTIVE LISTENING.

20. EMAIL. The Everyday Opportunity to Miscommunicate With Your Colleagues and Clients.

21. “EVERYTHING IS OK.” Is Your Client Telling the Whole Truth? Diagnostic Inquiry.

22. EXCELLENCE OR WHAT THE HELL ARE YOU DOING HERE?

23. EXIT INTERVIEW YOUR CLIENTS. It’s Never Too Late to Get Feedback.

24. EXTRAVERT OR INTROVERT? Getting the Best From Yourself and Others.

25. FEEDBACK OR FEEDFORWARD. Why Look Back When You Can Look Forward?

26. GLOBAL ACCOUNT GAIN, LOCAL OFFICE PAIN. Forced Relationships.

27. “GOOD WORK IS NOT ENOUGH.”1 Care In Relationships.

28. HIDDEN COMPLAINTS WILL BITE YOUR ARSE IF YOU MISS THEM.

29. HOW TO ALIENATE YOUR CLIENTS. Top Tips From Real Life.1

30. INTUITION. Aka Trust Your Gut.

31. JUST PICK UP THE F*****G PHONE.

32. MANAGING EXPECTATIONS.

33. MEETINGS. Meetings. Meetings.

34. MICRO-EVENTS. How They Form a Narrative.

35. MINDSET. Fixed or Growth?

36. MISTAKES AND LEARNING GO TOGETHER.

37. NEVER GIVE UP. There is Always Another Option.

38. ONE MEETING. Two Contrasting Realities.

39. OPENING THE JOHARI WINDOW.

40. OPTIMISM BIAS. How to Feel Good and Make Poor Decisions.

41. OWNERSHIP. Aka a Sense of Agency.

42. PARENT, ADULT OR CHILD? Ego States – The Hidden Dynamic Affecting Your Relationships.

43. PARTNERSHIP WITH YOUR CLIENTS?

44. PEOPLE. Too Important to Leave to the HR Team.

45. PERCEPTIONS ARE REALITY.

46. PROBLEM A AND PROBLEM B. Why Agencies Get Hired for the Work and Fired for the Relationship. And the Real Reason that Emma and Jason are in Couples Counselling.

47. PSYCHOLOGICAL GAMES.

48. RED ZONE OR BLUE ZONE?1

49. REDUNDANCY EFFECT. What Happens When You Overload Your Client’s Mind in a Pitch or Presentation.

50. SELF-DEVELOPMENT AND PERSONAL GROWTH. Once You Know Something About Yourself, You Can’t Unknow It. That Leads to Growth.

51. SEPARATED BY A COMMON LANGUAGE. Why You and Your Client May Use the Same Words But Mean Different Things.

52. STOP MOANING. Start Motivating.

53. TARGET FIXATION. How to Avoid It Hurting You, Killing You or Simply Wasting Your Time, Energy and Money.

54. TEAM CHANGE. The Masters and Disasters.

55. THE AGENCY DOESN’T LISTEN. Real Clients. In Their Own Words.1

56. THE FINGER OF BLAME. Easily Done in a Pressurised Agency World.

57. THE HOLOGRAM. Understanding a Client Organisation.

58. THE SOUND RELATIONSHIP HOUSE.

59. THE TELEPHONE LIST. Overcoming Avoidance, the Easy Way.

60. THE UNWRITTEN CONTRACT WITH YOUR NEW CLIENT. It’s Psychological.1

61. THE VIRUS INFECTING YOUR CLIENT TEAM. Contagious, Airborne and Damaging to Health. And Spread by Even the Most Junior Client.

62. THE WORKING ALLIANCE. Aka the 60-Second Relationship Check.

63. TRAINING YOUR CLIENTS. And Possibly Your Partner.

64. TRUST. “You know it when you feel it.”1

65. TZUR NSTINK, SHITAK KHOSINK. Let’s Sit Crooked But Talk Straight.

66. UNDERSTANDING YOUR CLIENT’S ORGANISATION. Use a Metaphor.

67. WASH UPS. Get the Dirt Out Before It Sticks.

68. WHAT YOU LOOK FOR YOU WILL FIND. A Buddhist Tale.

69. WHEN THE S*** HITS THE FAN. The Importance of Staying Calm When Things Are Hot.

70. WHO ARE YOU? An Opportunity to Stop Wasting Your Energy.

71. WHY CLIENT-AGENCY RELATIONSHIPS ARE ALWAYS UNSTABLE. Hello Agency Theory.

72. WHY RELATIONSHIPS HAVE BECOME INCREASINGLY TRANSACTIONAL.

73. YOUR CLIENT IS NOT CRAZY. He is Just Different From You.

74. YOUR CLIENT SPEAKS. You Remember It Differently.

75. YOUR PSYCHOLOGICAL CONTRACT.1

76. ZZZZZZZZ. Staying Alert With the Ever-So-Dull Client.

77. AND FINALLY. This Book Could Not Have Happened Without…

78. NOTES AND REFERENCES

79. WHAT NEXT?

80. PUBLISHING DETAILS