Quality of service always matters – but more so in some industries than in others.

If you buy an overpriced, inferior sandwich for lunch, for example, it's not too big of a deal. Beyond your unsatisfied feeling, you can just forget about it.

In the world of marketing and communications, though, your choice of agency can make a huge impact. The difference between great and terrible work could mean thousands of pounds in sales and goodwill for your business.

Now here's the dilemma. Suppose you know that a potential client of yours is using a supplier with a poor service history. Do you tell them, or do you stay silent for fear of coming over as trying to steal the business?

This fear of looking unprofessional can be a potent force. We've known companies say nothing in these circumstances.

At LimeTree, we take the view that part of our service to clients and potential clients includes giving them the best possible advice. And if we know that their agency is likely to disappoint them, it would be negligent not to tell them.

After all, the decision is still the client's. Your opinion is just another factor in their decision making.

We were recently in this position twice, and told both of the clients what we knew. One of them was very grateful, gave us the work instead and has enjoyed a highly successful, trouble-free project.

The other decided to keep their agency – and found themselves in a waking nightmare of poor service.

As to the fear factor, the way round that is to be totally professional in your opinions. At LimeTree, we never knock competitors who provide a good service. Long-standing clients know that our word can be trusted: and if we warn them about a supplier, that warning will be backed by facts.