Working as an office manager in my early 20s, I discovered Dale Carnegie’s “How to Win Friends and Influence People.”
The timeless principles in that book have been my guiding compass through various career shifts. I’ve realized that success in most professions hinges on how we interact with others—be they clients or colleagues.
For many years, combining human touch with technical skills has been a winning formula for digital marketers. It was this ability to demystify complex machines coupled with strong relationship-building that allowed agencies to retain clients.
But now, this model is under scrutiny as AI becomes integral to PPC platforms, raising a pertinent question: why shouldn’t clients dive into an entirely AI-driven approach?
What agencies have an edge on is their relational strength—their ability to communicate effectively and understand what business owners genuinely need.
1. Ask questions
I’ve learned that one of the most effective ways to understand people and what makes them tick is by asking questions. Though it seems straightforward, communication often becomes lost in translation or obscured by assumptions.
Whenever I walk into a sales call, I arm myself with a list of questions. How much can I uncover about this potential client in a brief half-hour conversation?
Similarly, during strategy discussions, I prepare a comprehensive set of queries—some for myself, and some for the client. What are they aiming to achieve? What aspects of their current strategy need refinement? How can we enhance it?
To this day, AI can’t fulfill this role—not yet, at least. Our exchanges with AI remain predominantly one-sided.
AI doesn’t actively seek to understand us as individuals or identify our unique challenges. These discoveries only come from asking questions and actively listening, which leads to the next point.
Dig deeper: 6 tips to build PPC client relationships
2. Talk less, listen more
How often do I find myself in conversations, impatiently waiting for a pause to insert my thoughts? I’m guilty of this, but I’ve found that clients crave the opportunity to be heard.
Allow them to express themselves fully, encourage them with more clarifying questions, and just keep listening. It’s remarkable what you can learn about someone when you enter a conversation with no other agenda but to understand the other person.
Fill the silences only if they become awkward, and if you have valuable agenda points to address based on what you’ve learned. This approach fosters collaboration and generates ideas more swiftly than dominating the conversation could. It solidifies agreement, which is foundational in building relationships.
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3. Find common ground
Whenever possible, I aim to discover commonalities between myself and new acquaintances. By doing so, I build rapport, enriching both personal and professional relationships.
Being personal and specific, whether dealing with a friend or a client, is key. I love recalling little details about people and bringing them up in future conversations. People appreciate being remembered and valued.
Though AI is beginning to develop memory, finding shared experiences with others is a uniquely human skill that, fortunately, remains beyond AI’s reach.
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4. Smile, be less serious (when it’s appropriate)
In the fast-paced marketing realm, it’s easy to succumb to the all-consuming cycle of data analysis and testing. Remember, though, not to take ourselves too seriously.
After all, this profession is relatively new, and its evolution is unpredictable. Let’s not forget why we ventured into marketing—to help and connect with people. Let’s embrace opportunities to be less serious and inject humor when it fits.
We’re human, and it’s vital for those we work for to recognize this humanity as an integral part of any relationship.
Dig deeper: How to set and manage PPC expectations for teams and stakeholders
What differentiates a partner from an algorithm
In a world increasingly dominated by AI, the focus is shifting from technical prowess to personal connection. AI excels at data and analysis, available at a moment’s notice, but knowledge alone isn’t sufficient anymore.
Empathy, shared experiences, and true rapport are beyond AI’s capability to replicate. These human principles, combined with expertise, are what enabled agencies to decode machines for clients and nurture enduring relationships.
By returning to relational basics—posing insightful questions, practicing active listening, and establishing common ground—agencies can affirm their indispensable value.
These relational skills are vital in distinguishing a partner from an algorithm, ensuring that the work of agencies remains not just relevant but essential.
Inspired by this post on Search Engine Land.
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