The Art of effective Client Management - Tom Critchlow

The Art of effective Client Management – Tom Critchlow


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The Art of effective Client Management

For agency SEO professionals who want to do better work for bigger clients

The Art of Client Management course will help you:

  • Better manage client expectations
  • Communicate more clearly and confidently
  • Get buy-in and budget for your recommendations
  • Retain and upsell clients more effectively
  • Advance in your agency career

Every successful project has a foundation of strong client management

Managing clients is all about understanding what clients value – putting ourselves in their shoes to understand the context for our project. We must understand the goals, resources and priorities that drive our clients so that we can provide recommendations and projects that create impact, not just documents that gather dust.

Client management matters because SEO is a complex discipline. We require our client’s teams to allocate resources in service of our goals whether engineering, product, marketing, editorial or PR. We need to do more than provide recommendations, we need to advocate for SEO initiatives.

This course is designed for anyone who works at an agency, whether you are a:

  • Consultant
  • Account Manager
  • Sales Person
  • Founder / Owner

After completing the course you will:

  • Manage client expectations more effectively
  • Communicate more clearly and confidently
  • Get buy-in and budget for your recommendations
  • Upsell and retain clients for longer
  • Be more skilled at building trusted relationships

5 Modules Packed with Case Studies & Examples

1. Delivering Client Value

Managing client expectations requires aligning ourselves with our clients on goals, resources and priorities. We need to understand how to provide value, even if we’re facing resistance. Learn how to:

  • Understand what’s most important to your client
  • Be valuable even when we can’t get things done
  • Align with our clients on reporting and metrics
  • Tie our recommendations to business value

2. Effective Recommendations

Everyone wants to avoid making documents that get dusty and sit on a shelf. But how? Here we look at how to frame our recommendations so that clients find them compelling and actionable. Learn how to:

  • Create a north star for the project to get everyone excited
  • Understand our client’s revenue more deeply
  • Build a business model for SEO investment
  • Tie our recommendations to business value

3. Clear Communication

Communicating our ideas clearly and confidently is crucial. Especially if we’re trying to win over senior stakeholders at our client’s organization. Learn how to:

  • Communicate effectively in meetings, emails and documents
  • Structure technical communication clearly and logically
  • Create effective business presentations

4. The Habits of Client Management

Great client relationships are built one interaction at a time. Here we look closely at the various different touchpoints with clients. Learn how to:

  • Create better statement of work (SOW) documents
  • Run great kickoff meetings
  • Retain and upsell clients effectively
  • Deliver recommendations that actually get implemented

5. Building Trust & Handling Conflict

Trust is crucial to good relationships and good communication. But how do you actually build trust? We’ll explore deliberate frameworks and strategies. Learn how to:

  • Use the trust equation in real situations
  • Communicate the right way over time as our client relationship evolves
  • Reduce panic before high stakes interactions
  • Use the STATE framework to structure difficult conversations

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