In your first client meeting, don’t ignore the budget

The new client dance is a tale as old as agency life.

The first call with a prospective client begins. With a bow, we introduce ourselves. First, a round of banter to build rapport. The music starts and we begin in earnest. The client takes the lead, describing what they’re looking for, their news pipeline, the contours of their executive bench, their business goals. The PR firm takes a spin in front, explaining why they’re different, how they work, relevant case studies. We get into a groove, start building a natural back and forth, and lay the foundation for what could be the beginning of a beautiful friendship.

I’ve been in this dance dozens of times, on both sides of the conversation, and I’ve been guilty of one of the most pervasive problems to be found in this two-step, avoiding the most important topic of them all: budget.

Discussing budget at the start is essential to right-size a PR program. If the retainer is too high, clients will be annoyed at the cost, feeling the waste of outsized meetings and calls. It’s only a matter of time before the people who pay the bills start objecting. Too little retainer and clients aren’t happy by the work product and results and in some cases create a hostile environment by demanding work the agency can’t complete at those budget levels.