Know-How Exchange : Career/Training

I wanted to clarify on the "The client is not always right" advcie I received/learned.

I know it sounds cliche, therefore I feel the need to elaborate.

One of my former partners would crap his pants everytime I told a client they were moving in the wrong direction or even engaged in debate over a proposed strategy. He would say "These people are paying us so just do it their way if it means that much to them. Don't piss them off because they might leave!!".

My response: "Yes, this guy is paying us NOW, but until I convince him to put the bread OUTSIDE the meat of his sandwich, he won't be paying us for long."

As we are all aware, a lot of small business owners, inventors, and even....OH YES...even CXO's and "Marketing Directors" of big corporations don't have a flipping clue what they are talking about when it comes to marketing.

For example, based on my personal experiences:

The inventor: We were having trouble convincing people to buy large container shipments of his product. He was adamant about letting the product do the selling and if they won't do it then screw it!

I suggested attaching some perceived value in ordering a container by making that person an "Authorized Dealer" or perhaps a "regional exclusive dealer/distributor" depending on how many containers are ordered.

My client went apeshit and said "Now you want to bring MORE people to the table... that we don't know?? NO WAY!!!"

I explained to him rather frankly that we have roles. "You are the inventor, I'm the marketing guy...so trust me or dump me". I went on to explain to him it doesn't matter what we call them as long as they buy a container and distribute the product. He finally saw sense in it and apologized. The strategy hooked a few fish almost instantly.

The "Marketing Director": I have learned most marketing directors are simply promoted from within into the position....an office manager who comes up with "great ideas" at meetings, a productive salesman who wants a promotion and a "desk job", an engineer who knows the product more than anyone else, ...the list goes on and on.

One client in particular just so happened to have me work "with" their current marketing director; in this case the engineer who got "promoted". He was VERY argumentative about everything, challenged my every thought with new ones or worries...and we are not talking productive brainstorming here, we're talking more like a contest to prove to me he is brilliant. We were getting nowhere fast and his argumentative nature was exhausting and actually working against their whole plan so I told them to get lost.

Now this is a huge corporation witha great product, but "faulty wiring" that was wasting my time. I formally withdrew my contract and explained why to the company heads. They immediately apologized and begged me to come back. A bold move..yes, but it is now very clear that I do the marketing.

Using soccer as an analogy...This was a matter of "playing your position". The company passed me the ball to score a goal, and ever time I would shoot, a member of their own team would intercept the ball because he thinks he has a better shot.

Moral to the story:

1. Never get invovled with marketing directors.

2. If you do, lay down the law and stand your ground. It's not worth you time or efforts to butt heads.

The CEO: (This one is short I promise). One client we acquired had devised a master marketing plan before we came along: "Save up a bunch of money and place a commercial during the Super Bowl!. Then if that doesn't work, spend thouands of dollars on T.V. and Radio commercials!"

Great ideas, only this particular client produces a very unique service unlike the world has ever seen. People were likely to go "what the "beeep" was that all about", and forget about it. Especially in regards to the Super Bowl "campaign".

We went round and round with the CEO for several weeks trying to convince him not to dump all of his money into expensive , commerical advertising...we need to show people what you can do for them first, then we can think about the Super Bowl.

Half of the partners grit their teeth to nubs, while myself and my senior partner stood firm with this guy.

Eventually, he conceded, and found a plethora of avenues to pour those resources into other than the "Super Bowl". We stood our ground because it was the best thing to do.

So that is what I meant by "the client is not always right"...don't be afraid to stick to your guns...they will end up respecting you even more.