Why Relationship Skills Aren’t Enough in Client Services – and What I’m Doing About It
Relationship management. Relationship building. Relationship development.
These phrases come up constantly in Client Services. And rightly so – they’re fundamental to what we do. Every role I’ve had has included words in the job description like personable, enthusiastic, and a great communicator. And yes, those traits absolutely help build and maintain strong client relationships.
But here’s something I don’t think we talk about enough: having a solid understanding of the industry – both ours and our clients’.
I was lucky to break into the industry at 18, starting as an Apprentice Account Executive at Proximity London (now RAPP). It was an incredible opportunity, and I learnt so much on the job. But I didn’t study marketing or advertising. I jumped straight in.
So, I learned how to:
- Manage expectations
- Communicate with clients
- Write briefs
- Create timing plans
- Meet deadlines
- (And yes, look after the office goldfish 🐠)
But if you’d asked me back then about the marketing funnel, GTM plans, or channel mix? I’d be lost. I didn’t think that was my role. That was for the strategists, the creatives, the analysts – the “doers.”
As a result, I unintentionally developed a surface-level approach. If a client asked for a GTM strategy, I’d think: that’s for strategy to figure out. If they wanted a TVC, I’d think: that’s a creative brief. My job was to manage the relationship – to be the middle person.
Then came the phrase: “trusted advisor.”
It crept into conversations when I became an Account Manager, and never left.
“You need to be a trusted advisor to your clients.”
But how could I advise when I didn’t feel like I had the knowledge to back it up?
Cue the panic. Impostor syndrome. Self-doubt.
Have I been doing it all wrong? Am I bad at my job?
Deep down, I knew the answer was no – but it made me reflect. Why did I feel this way? And is this something others have experienced too?
Are we, as an industry, doing enough to educate Client Services teams not just on client handling – but on the fundamentals of marketing and advertising?
I’ve recently completed the Marketing Accelerator Programme with UpWorld, and honestly, it’s only now that I’m seeing just how much I didn’t know. I’m loving going back to basics – revisiting the marketing funnel, brushing up on strategy, and growing my confidence in areas I once thought “weren’t my job.”
So now I’m curious:
Are we doing enough to empower Client Services teams with real marketing knowledge? Could we be doing more to break down the silos between relationship building and strategic thinking?
I would love to hear your thoughts.
Ellie Bissett, Senior Account Director at DEPT
Conntect with Elle here : https://www.linkedin.com/in/elliebissett/
