The value-oriented client
These clients can be heard saying, "We love your viral idea, and our team of interns will execute it by Christmas. What other ideas do you have?"

The value-oriented client loves your ideas, but it wants reassurance that they are getting the best possible price. To do so, they tend to shop around and pass ideas through outsourcers, other agencies and vendors to make certain they are getting a deal. The hard part here is that to land business, agencies have to pitch ideas to potential clients. To a certain degree, this puts agencies at a disadvantage. Ideas are out in the open, and at the pitching stage, there is no promise of much of anything.

What agencies can do: To establish a productive working relationship with clients that are value-oriented, agencies need to show clients that they get what they pay for. If clients want your ideas -- but not your execution -- suggest a retainer with quarterly planning deliverables. This way, all involved parties will be on the same page about expectations regarding the client engagement.

The client that needs a caffeine boost
This client type often says, "I am sorry I didn't make the conference call I scheduled today. I had to tend to other obligations."

You know this client hired you because you have the signed contract to prove it; however, when it comes to returning phone calls or attending meetings, it seems like every other responsibility the client has takes precedent over you.

What agencies can do: With clients like this, it is easy to move them to the bottom of your priority list. But let's face it -- that is not the best way to keep clients. The most effective way to wake the dormant client is to be up front and honest about lags in communication and missed deadlines. Perhaps suggest switching up point persons to best accommodate their internal workload. The most important thing is to maintain communication, even if it seems like no one is listening.

Conclusion
Since agencies are hired by clients, it is the agency's obligation to quickly assess how to establish an effective working relationship to service clients in the best possible way. It is important for agencies to establish an internal understanding of the appropriate approach, as it might differ with the agency's own internal culture. Ultimately, an open, transparent and highly communicative relationship with a client is the healthiest approach to forming long-lasting partnerships.

Andreas Roell is chairman and CEO of Geary Interactive, where Sarah Kotlova is a strategic account manager.