The day you sign a client is the day you start losing them?
By Denis A. Baldwin

I've been following the AMC network television show "Mad Men" lately. It's a story of how the 1950s Ad Agencies in New York functioned and how business used to be done. It's a captivating story, even if it's a little forced. One thing about it intrigued me, and it's worth mentioning here as it will most likely intrigue you.

One of the ad agents stated after losing a client to a competing firm, "The day you sign a client is the day you start losing them." Aside from being outright negative and downtrodden, I believe this statement to be more false than true.

In it's lowest common denominator, every relationship with every customer is born, raised and ultimately evolves. This evolution can be towards more involvement, more dollars spent and a happier customer or it can be towards disappointment and, in the case of the quote, losing the account.

But beneath the superficial, it doesn't have to be this way. As a marketing company, we're always finding new ways to communicate with our customers and help those customers communicate with their customers. The outcome of your interaction with your customer, as is the case of the outcome of us with you, all depends on effective communication and making the pieces of the marketing mix fit together. I like to think that each passing day doesn't give room to slide out of favor with a client, but instead gives us an opportunity to find new and innovative ways to make that client shine. New products are developed, new perceptions are made and new markets will open. Will you be there to help your customers, or will you give way to apathy and self defeat?