You should(n't) trust your agency partner

Trust. It's the foundation of any successful relationship, and the client-agency partnership is no exception. Without trust, you're building a house on sand, waiting for the inevitable collapse. But with trust, you're creating a fortress that can weather any storm.

So, what does trust look like in a client-agency relationship? Delivering on promises isn’t the whole thing, although that's certainly a big part of it. Trust is about understanding your client's business goals, their challenges, and their dreams. It's about being a true partner, not just a vendor.

Think about the last time you really trusted someone. Maybe it was a friend who always had your back, or a mentor who guided you through a tough decision. What made you trust them? Chances are, it was because they listened to you. They took the time to understand your perspective, your fears, and your hopes.

The same is true for agencies. A great agency partner is one that listens more than they talk. They ask questions, they seek to understand, and they don't make assumptions. They know that every client is unique, with their own set of challenges and opportunities.

But listening isn't enough. A great agency partner also knows when to push back. They're not afraid to challenge assumptions or suggest alternative approaches. They do this not to be contrarian, but because they genuinely believe it's in the best interest of the client.

Let's be real - sometimes clients have ideas that aren't fully baked. Maybe they're chasing a trend that doesn't align with their brand, or they're making decisions based on gut feeling rather than data. A great agency partner will respectfully but firmly point this out. They'll come to the table with insights, research, and a strategic perspective that helps the client make informed decisions.

No agency is perfect. Mistakes happen, deadlines get missed, and sometimes things just don't go according to plan. But what separates a good agency from a great one is how they handle those mistakes.

A great agency owns up to their errors. They don't make excuses or point fingers. They take responsibility, they apologize, and most importantly, they present a plan to fix it. They understand that trust is fragile, and that every mistake is an opportunity to either erode or strengthen that trust. The old adage what doesn’t break us makes us stronger is true here.

But perhaps the most important aspect of trust in a client-agency relationship is a commitment to the long term. A great agency isn't just thinking about the next campaign or the next quarter. They're thinking about the next year, the next decade, and beyond. I personally aim for an average of 24 months for each client we take on.

We’re invested in our client's success, not just because it's good for our bottom line, but because we genuinely care. We’re often one of the biggest expense line items and have a large hand in making or breaking a startup’s trajectory - and we take this very seriously.

This long-term commitment bubbles up into our thoughts. It's in the way we proactively bring ideas to the table. It's in the way we proactively ask our clients longer-term strategy questions. And it's in the way we treat our client's successes and failures as our own.

So, how do you know if an agency is truly trustworthy? It's not always easy, but there are a few key indicators to look for:

1. They ask a lot of questions
2. A trustworthy agency is curious. They want to learn everything they can about your business, your customers, and your goals. If an agency seems more interested in pitching their own ideas than understanding yours, that's a red flag. The first thing we ask on every discovery call is what the breakeven CAC is - because we want to make our clients money - above all else.
3. They're transparent about their process
4. A trustworthy agency will be open and honest about how they work, what their capabilities are, and what you can expect from the partnership. They won't make promises they can't keep or obfuscate things. That kind of behavior is always a red flag and signals insecurity in an area - which may bite you in the ass.
5. They have a proven track record
6. While every agency has to start somewhere, a trustworthy agency will have a portfolio of successful work and satisfied clients. Look for case studies, testimonials, and references that speak to their ability to deliver results.
7. They're in it for the long haul
8. A trustworthy agency isn't just interested in winning your business - they're interested in keeping it. They'll invest time and resources into understanding your long-term goals and helping you achieve them.

At the end of the day, trust is earned, not given. It takes time, effort, and a genuine commitment from both the client and the agency. But when you find that true partnership, life is much better.

Does this feel right to you? What’s your gut signaled to you when vetting a vendor or partner? What traits and behaviors engender mutual trust?

As always, share this with your team, your friends, your dog, anyone you think that might benefit. Appreciate it.

‍