BBC The Apprentice viewers up and down the country were incredulous this week when Gabrielle & co. took a client brief without asking their budget. Sure enough, team Stirling went on to source a £500 painting for a corporate client looking for the impact of a £10k statement piece – and didn’t get a sale.
Yet agencies up and down the country are all too familiar with briefs without budgets. We probably all have a fear of being charged more if people suspect (rightly or wrongly) that we have serious money to spend – something akin to the mentality that encourages a person to move the Landrover off the drive when a tradesman comes round to quote for a job. So how to get past this?
As with most relationships, it boils down to trust. The most productive client-agency relationships are those based on honest dialogue between both parties on what the objectives are and what resources can be allocated to achieving them. The more specific you can be about what you’re looking for – and what it’s worth to you – the more likely you are to get it.
One person who wasn’t worrying too much about budgets on Wednesday night was @pureevilgallery, who tweeted:
"Every time #alansugar says pure evil im having a drink. I'm totally drunk. Thanks #theapprentice"