THREE SOLUTIONS
FOR STRONGER RELATIONSHIPS
AND SCALABLE GROWTH
The Rethink Client Service programme gives B2B agency teams the essential skills, mindset and strategic approach needed to develop and secure profitable client partnerships.
It's built for agencies working in specialised sectors, where teams must be experts in their field, enabling them to move beyond skilled delivery so they can retain clients, unlock growth and scale strategically – without relying on a handful of star performers to make it happen.
Working together in existing account teams, modules combine preparation, focused online or in-person workshops and 1:1 follow-up – applying theory to your own clients and accounts in real time, and giving teams in weeks what can take years to learn on the job.
Whether you need to stop churn, increase short-term revenue or scale up systematically, the programme is designed to work within your existing processes, not add new ones.
An action plan built together in the session, supported by simple frameworks to take away and apply repeatedly
AI-enabled throughout – where and how AI supports client development, with examples
Individual and group learning through theory, practice, discussion and real-world examples
Practical application to your existing clients and accounts in real time
Programme Modules
Best for:
Account churn and firefighting
New or at-risk accounts
Early-stage and growing teams
Module 1
SECURE
Keep Clients
Secure the work. Strengthen the relationship. Stop business walking out the door.
Outcomes:
🎯 Immediate impact on client retention and relationship quality.
🎯 Shared understanding of what “good” looks like and how to overcome challenges in client working.
🎯 Clients become advocates, not just accounts.
🎯 Reduced founder dependency and firefighting.
🎯 Equivalent of 5+ years of on-the-job learning in weeks.
🎯 Teams feel genuinely invested in and developed, not just trained.
Outputs:
☑ Client preference and relationship diagnostics.
☑ Team self-awareness and professional values review.
☑ Interactive workshop and relationship-development action plan.
☑ Templates and checklists for essential performance standards.
☑ AI-supported client service behaviours.
☑ Expert input on real-time client challenges.
Content:
💡 Psychographic understanding of clients and their expectations.
💡 Psychological insight into team values and behaviours.
💡 Trusted advisor mindset and approach.
💡 Essential client partner behaviours and performance standards.
💡 Building vs breaking profitable relationships.
💡 Think long-term: where agency-client relationships succeed and fail.
💡 Mental models for handling difficult client situations.
💡 AI integration for personalisation and risk reduction.
💡 Pre-work and case studies.
💡 Frameworks and templates.
💡 Live problem-solving.
Best for:
Quick revenue wins
Developing teams beyond delivery High-potential performers
Module 2
GROW
Grow Revenue
Grow revenue by creating real client value. Spot and act on opportunities others miss.
Outcomes:
🎯 Short-term growth opportunities from existing clients identified and acted on.
🎯 Improved commercial awareness and strategic thinking.
🎯 Team-wide capability uplift – everyone becomes a growth driver, able to think strategically about account management.
🎯 Proposals built faster, more consistently and more likely to convert.
🎯 Reduced reliance on senior leaders to spot and convert opportunities.
🎯 Equivalent of 10+ years of on-the-job learning in weeks.
🎯 Teams feel genuinely invested in and developed, not just trained.
Outputs:
☑ Client insight personas and unmet needs analysis.
☑ Interactive workshop including short-term growth opportunity mapping and activation plan.
☑ Frameworks for identifying and communicating client value using behavioural economics.
☑ AI-assisted value identification and proposal generation.
☑ Expert input on real-time growth opportunities.
Content:
💡 Client insight personas.
💡 Value creation and destruction in agency-client partnerships.
💡 Behavioural economics of identifying, selling and delivering value.
💡 Consultative selling – strategic shift from inputs to outputs and outcomes.
💡 Psychology of pricing, presentation and handling the value gap.
💡 Using curiosity to generate insight and hone instinct.
💡 Using AI to generate strategic questions, spot and convert opportunities to create value.
💡 Frameworks and templates.
💡 Pre-work and case studies.
💡 Live problem-solving.
Best for:
Planned long-term growth
Key account management
Agencies scaling strategically
Module 3
MULTIPLY
Scale Systematically
Extend client lifetime value. Make account development a practice, not a talent.
Outcomes:
🎯 A planned approach to client development that sustains itself beyond the engagement.
🎯 Account leads with the mindset, skills and confidence to drive long-term growth.
🎯 Shared team understanding of account development priorities and responsibilities.
🎯 Defined ownership and accountability for growth KPIs.
🎯 Strategic clarity for agency leaders.
🎯 Client listening that actively drives retention and development, not just measures it.
🎯 Modules 1 & 2 tailored to agency specifics.
Outputs:
☑ All of Modules 1 & 2.
☑ Planning meeting to tailor all three modules.
☑ 12-month insight-driven account plans for key accounts.
☑ Client feedback survey design, analysis and administration guidance – implemented by your team.
☑ Account planning framework and workshop.
☑ Guidance and prompts for AI-assisted account reviews and action plans – applied by your team to top 4 clients.
☑ Hands-on consultant input, 1:1 team insight and implementation sessions and multiple management checkpoints.
Content:
💡 All of Modules 1 & 2.
💡 Why client listening and account planning fail – and what makes them work.
💡 Client satisfaction survey design, plus implementation and follow-up guidance.
💡 Strategic account reviews and growth mapping.
💡 Recommended account development cadence and content.
💡 Personalised team support throughout.
💡 Pre-work, templates, frameworks and examples.
Format (either online or F2F):
» Multi-session over 9-12 months.
» Includes planning and immersion with senior agency management, account planning workshop and team 1:1s (up to 4 accounts/ team leads).
» Requires agency commitment to embedding new client development practices – including client survey process and account planning cadence – as a way of working, not a one-off exercise.
» For single-agency teams who have completed Modules 1 & 2.
The returns far outweigh the investment
GROW – the story
In a recent GROW workshop for Emperor, the team identified a new growth opportunity with an existing client, built a one-page proposal during the session, and converted it in two weeks, with little additional work. This single opportunity paid for the entire module more than three times over.
Other opportunities identified in the session have continued to convert, and proposals are now faster to build, easier to get out of the door, and quicker for clients to say yes to.
The module paid for itself in the room. It's kept paying ever since.
SECURE and the broader return
For agency teams that embed the principles of SECURE and GROW, the pattern over time is consistent: regrettable client losses and churn approach zero, likelihood-to-recommend, client satisfaction and value-for-money scores improve measurably, and organic growth becomes the primary driver of revenue rather than pitching to replace what's been lost.
-
Retain high-value clients and reduce churn
-
Unlock short-term revenue from existing accounts
-
Build a scalable approach to long-term growth
-
Reduce founder dependency and firefighting
-
Access expert coaching at a fraction of the cost of a senior hire
A skilled client handler can create a strategic client-agency relationship worth millions in revenue without pitching, not to mention the cost saving of problems solved or avoided. Even more if the cost of losing an account is also factored in.
It takes years to learn on the job | Hybrid working is a barrier to passive learning | Even the best team members have blind spots
Realize the Potential of Your Client Relationships
A skilled client handler can create a strategic client-agency relationship worth millions in revenue without pitching, not to mention the cost saving of problems solved or avoided. Even more if the cost of losing an account is also factored in.
Who can benefit?
Rising star Account Managers and Account Directors who deliver excellent work but want to build the client and commercial confidence to match.
Technically strong teams – including Project Managers, Strategists, Planners and Writers – who have mastered delivery and know that spotting and developing opportunities requires a different kind of thinking.
Client Service Directors and Account Leads with responsibility for growing and retaining business, who want their whole team to be as entrepreneurial and commercially confident as they are.
Agency leaders who want to turn good performers into great client partners, reduce dependency on a few key people, and build a more scalable approach to growth – without a major overhaul of how the agency operates.
Is this right for your agency?
Agencies that get the most from the programme are usually those working to bespoke scopes and time-based fees, looking to move towards more value and outcome-based conversations with clients, and committed to building a more structured approach to account development and client partnership. Agencies where the quality of client relationships is a genuine strategic priority, not just a service standard.
A partner as well as a trainer
Over 20 years as an agency leader growing multi-million-pound accounts, I developed and supported hundreds of team members on the skills, systems and behaviours that create long-term value in agency-client relationships.
-
Existing clients became the #1 driver of agency revenue growth
-
One-off projects turned into multi-million pound agency of record accounts
-
Account longevity greatly extended with near zero ‘regrettable’ client losses
-
Critical client relationships turned around when they seemed destined to fail
-
Record client satisfaction scores
-
Accelerated team career progression
I work with B2B agency leads and teams across creative, advertising and communications, including those in highly specialised areas like healthcare, med comms, technology, data and insight — sectors where expert delivery is a given, and where becoming a trusted strategic partner to your clients is what drives lasting growth.
Coaching and mentoring
Individual and group coaching for account managers and client service leaders – tailored to their specific career, client and professional development challenges. Whether following a programme or working independently, the aim is the same: to apply what good looks like in practice and turn genuine potential into consistent performance.
Consultancy
For agency leaders with a specific client service challenge – a team that isn't growing, a capability gap, or a need to build something more structured – I provide diagnostic and strategic consultancy: understanding the challenge first, then developing a practical framework and roadmap, with modules delivered as part of a tailored programme where appropriate.