Have you ever received a request from a client and told yourself, “this will take no time at all to get done”? Simple requests can become second nature over time and the idea of a quick turnaround becomes more important than a well-thought strategy. Yes, clients will often ask for requests that may take us no time at all but how can we as consultants better service them by transforming these straightforward tasks into opportunities for deeper value?
In today’s competitive landscape, simply checking boxes and completing tickets isn't enough. We've all heard stories from clients about the “scar tissue” previous agencies have left behind, causing a growing skepticism among prospective clients about whether their marketing needs will be met. It’s important to recognize the difference between a vendor and a partner, and the ability to measure success not through the number of tasks completed but through the positive impact your agency made on clients’ businesses.
At our core, Chartis believes that true partnership means anticipating needs, identifying growth opportunities, and providing strategic insights that clients might not even know they need. We incorporate these core principles into our client strategies, ensuring we are providing valuable impacts regardless of the request:
A request is an opportunity to not only fulfill the task at hand but find opportunities for client growth. For example, a client may ask for data on how an article has performed in search results since it was published the previous quarter. A consultant can easily provide that information from analytics platforms. Job done, right? If anything, this is providing the bare minimum instead of anticipating client questions. What is the “so what” or takeaway from this data?
Growth-Oriented Mindset: Going beyond means taking that search performance data and identifying patterns that could inform the client's entire content strategy. The article may have performed well because it addressed a specific customer pain point that could be considered in future content. Maybe certain keywords drove unexpected traffic, revealing interests or trends among the target audience. By approaching routine requests with a growth mindset, we can transform data into strategic insights that can have direct impact on a business.
Future-State Thinking: A forward-looking consultant doesn't just report on what happened last quarter; they use those insights to paint a picture of future opportunities. The article’s performance could lead to adjustments to the content calendar. Engagement patterns might suggest an emerging trend the business could capitalize on. This approach shifts the conversation from reviewing past outcomes to a more forward-thinking strategy, positioning your agency as a valuable navigator of what's to come.
Proactive Problem Solving: The data might reveal that while the article performed well in search, conversion rates were below expectations. Rather than waiting for the client to notice and ask about this, address it head-on with potential recommendations for improvement. This not only demonstrates thoroughness but builds trust by showing you're as invested in their success as they are.
“Always-on” support does not mean you are servicing your client every second of the day but rather maintaining a proactive mindset that anticipates needs before they become urgent requests. It is a continuous cycle of monitoring, analyzing, and identifying opportunities even when you're not actively engaged in a specific task. True always-on support is about establishing frameworks that allow your team to spot trends, flag potential issues, and surface insights that might otherwise go unnoticed.
It's the difference between waiting for a client to ask why their campaign performance dipped last quarter and proactively reaching out with both an explanation and a solution already in motion. It's about building institutional knowledge of their business that enables you to connect dots they might not even see themselves. In practice, this could mean setting up automated alerts for significant performance changes, or simply informing clients of the latest algorithm update in search results.
Showcasing this value can create growth opportunities for agencies as well. For example, a client who initially hired your team for SEO consulting might be so impressed with the results that they expand the relationship to include Paid Search management. Success in one area can open doors to others when clients see tangible benefits from your agency’s approach.
We've seen this on several occasions where Chartis started with a focused engagement that evolved into managing multiple digital channels because we consistently delivered insights beyond the original scope. We were able to transform one channel into a comprehensive digital strategy across a client’s entire marketing ecosystem!
Consistently looking beyond the immediate need to deliver strategic value is what separates forward-thinking agencies from those who simply complete tasks and cash checks. It transforms the client-agency dynamic from a transactional relationship to a genuine collaboration focused on shared success.
Creating lasting value doesn't mean spending excessive time on every request. Rather, it's about approaching client work with strategic intent, even within tight timelines. The key is not to add unnecessary scope but to apply our expertise efficiently—asking the right questions and connecting insights to business outcomes.
Every client interaction is an opportunity to create lasting value, improve processes and drive success for a business. When we consistently deliver beyond expectations, we help clients overcome the "scar tissue" from previous agency experiences, rebuilding trust in what consulting partnerships can achieve.
This approach creates a powerful ripple effect. Clients who experience this level of partnership become your strongest advocates. They reference your work to colleagues and mention your agency at industry events. We've seen firsthand how one satisfied client can lead to multiple new relationships, simply because exceptional partnership is surprisingly rare and memorable but can ultimately drive mutual success for years to come.