Know-How Exchange : Strategy

Well, if they have purchased the product I assume there is a need-- so they are still buying and talking to someone.

First walk your talk. From the front desk to everyone in the field, let everything you say and do show "there is a new sheriff in town".

Come up with your company's statement on rights of a customer -- and make it your talking point with your customer. You can address how you are saddened by some of the highly publicized business practices by other in your field and acknowledge the damage done to the entire industry.

there are some industries that bad service is something we have grown to expect. (like airlines, phones) I also have a rep business and one of my companies was in one of those industries. People remarked how pleasant our customer service people were to them and other small differentiators that helped me swing their business.

Carol
Sell Well and Prosper tm

Maybe there is not a "silver bullet" you can use to convince your prospects with one marketing blast.

If you suffer from "guilt by association" - it may take time to convince your prospects you are different. (And, it helps if you really are different than your competition).

You may benefit from a multi-contact drip marketing approach which highlights the positive aspects of your business model. You might benefit from testimonials from new customers who felt you were a refreshing change from the competition.

This sounds like a fun project - if you would like to chat further, click my profile, give me a ring, let's talk sometime.

It sounds like you are part of the "search" industry. If so, I know what your going through.

Client's probably won't like hearing this but it's part their fault and part our fault. It's their fault because they don't spend enough time figuring out what this crazy world of online advertising can and can't do for them. They don't spend enough time finding the right interactive/search agency to work with. Search agencies are looked at as merely a vendor. This is not the case for traditional agencies though. I guarantee they spend more time and have deeper relationships with their traditional agency. That's why someone like Nike will keep their traditional agency for 20 years before moving on. In the search world, you are lucky if you can keep a client for 2 years. The online world is going to eventually dominate all marketing initiatives. Companies have to spend more time evaluating their next interactive agency. Companies need to spend the time and the money to meet with the top agencies in the running for their business. It's an investment!

Agencies on the other hand are taking advantage of their client's ignorance with online initiatives. A client says "I want to rank for this keyphrase" and the agency simply says "okay", without even taking into consideration that the client may want this but it may not be in their best interest. Clients don't really know what phrases or words are being actively searched for. That's why they hire an agency. To advise them on the best direction based on the goals and objectives they have outlined. We all know that not every client is going to take your advice but that's not the agency's problem. Providing good sound and valuable advice and direction is what agencies are supposed to do. Agencies should be making it a point to insist on face to face meetings when ever possible. Build the relationship first and worry about the sale later. I fight every day trying to undo the negatives our industry. I can't make every client happy. There is just no way. But if i can offer a valuable service and provide the best advice I can, then I can sleep at night.

So no matter if you are in the search industry or not, figure out what the issues are that are hurting your industry and take baby steps to correcting them. Even a little step in the right direction is a good thing. Testimonials are a good place to start. However, trust starts when your on the phone or looking at them across a table. Everyone can rattle off the same crap. The client is going to go with who's crap they feel the most comfortable with. As far as a package goes, just put yourself in the mind of the client. Is what your offering to do for them going to accomplish their goals and is worth what you are charging them? If the answer is yes, then you have your package. If it's no, then tweak it until you come up with a yes.

Hope this helps!

Anthony