Agency Vs Client – The Art of saying NO to the Client

The Advertising Industry is one of the most dynamic and forever evolving fields, where trends, client briefs, and deadlines change at the drop of a hat. As a result, it becomes stressful for employees to deal with client expectations and performance under extraordinary circumstances.

As an Agency, we're all quick to say yes to just about everything. This is because we want to be known as someone who gets things done — not as someone who says certain things aren't possible. But, while we might pride ourselves on a can-do attitude, always promising a yes can soon trap us in a pessimistic scenario, especially when it comes to our relationship with our clients and also us as individual professionals.

Screen-fatigued, sleep-deprived employees often shrug off pleas from their friends and family to take a step back from work as they are under constant mental pressure to meet a deadline. There are only so many episodes of intense pressure that people can handle before their brain freezes, their blood boils and they take action in a fit of rage because of high demands and short deadlines.

Now, while my article may be perceived to be biased or arrogant, that isn't my intention. I have been on both sides of the world – Agency & the Client. I absolutely know how it feels having been in both scenarios. But we can be better planned.

We, as an Agency are always expected to deliver work at an exceptional level, with absolute quality, and at competitive rates. We are made to feel that the deadlines are sacrosanct but is it ok for an agency to say 'No' or to push back if the expectations are non-viable?

In my opinion, sometimes it is fair to say 'No' politely when the client demands unrealistic actions. Trust me, saying No to a client is not a crime. In my own journey as an advertising professional, I've found that saying yes isn't always the right decision. The client may hold the money card, but there is a reason the client has approached the agency, and that is because the agency has the necessary expertise to resolve their challenges. The agency is not only the service provider, but a respected advisor, and this is what balances the playing field. We're not doing any favors by promising something that can't be delivered. 

I believe in and follow the saying, 'Honesty is the best policy.' If you don't think that you can get something done, or have the capacity to take on what the client wants, it is perfectly acceptable to be honest with them and let them know that. You're actually doing the best thing for both yourself and your client. Learn how to say no to your clients politely & respectfully — so you can say yes to the clients and projects that matter.