I was a PINEAPPLE client before I joined the team, so I know that an agency presentation can leave you excited about an idea and already thinking about what it will take to make it happen. Both reactions can happen in the same meeting.
Even when you are in a leadership position with the authority to make a final decision, there are often other people to consider. Fellow leadership team members, marketing committees, boards of directors and hospitality partners may all have a role in shaping or supporting an initiative. Each brings a different perspective, and getting everyone on board can take more than a compelling presentation.
You need to be able to explain how the idea supports the organization’s goals, what it will require and why it is worth pursuing. Sometimes that means answering questions about budget or staffing. Other times, it means helping partners understand where they fit in and why their participation matters.
That is something I wish more agency partners understood. It is not always about selling the client on a great idea. It is about helping that client build support for the idea and move it forward.
The best agency partners come alongside their clients. They lend their expertise, anticipate questions and help communicate the value of a recommendation to the people who need to be part of the conversation. They also recognize that the strongest plan is one the team can realistically support and deliver.
That experience stays with me at PINEAPPLE. I think about what happens after we leave the room: Who else needs to be involved? What questions will our client be asked? What can we do to make the next conversation easier?
I want our clients to feel that we are an extension of their team, not just a source of ideas. When we understand the people, priorities and decisions behind the work, we are in a better position to help important initiatives happen.