How often do you see customers these days? Many agency principals are invisible! 

At last count, we figured that we have visited 300+ agency offices over the years.  We estimate that in at least 90% of those agencies, the agency principal’s office was buried in the back recesses of the agency, never to be seen by customers or prospects who come into the agency. 

The 90% figure tells us that there must be compelling reasons why principals like to be out back. We can guess at a couple.  Peace and quiet to reflect on the day’s tasks? Avoid interruptions by customers and associates? Rear of the agency provides larger office space? Concern that associates will constantly ask advice for solving problems? Privacy for conversations? 

Common complaint “don’t get to stay in touch with customers” 

Despite being in the remote recesses of the agency, many principals tell us that they miss the old days when they knew most of their clients by name and had frequent contact with them.  The growth of the agency has made frequent personal contact impossible these days, they say. 

Upfront agents 

The 20% of agents who locate their offices at the front of the agency tell us:  

“I want to be able to wave or nod to customers when they come into the agency, so, while I have privacy with a glassed-in office, I can do that.”  

“Customers know I am right here. They know I care.  And my associates see me greeting people, and know I care.’ 

“If I see a customer or a supplier that I would like a word with, I can come right and invite them into my office.” 

“We promote a personal touch for every customer. While I can’t deliver a personal touch for every customer myself, mypresence out-front helps me stay in touch and is an example for other associates.” 

The upfront conference room 

Upfront conference rooms or special visitor reception areas (off the immediate reception area) are two other ways employed by principals who want to maintain some level of visibility at the agency.  Again, they facilitate a nod or a wave by the principal when appropriate. 

Personalize marketing support materials for visibility 

We have several marketing- and sales-minded clients who produce a quarterly newsletter to stay in touch with customers, encourage referrals and “next best product sales,” and to let customers know they care. 

We encourage them to author a column for the newsletter, sign it with their name and include a photo.  It is a great way to maintain visibility and let customers know that the agency leader is actively involved.