Magazine article Marketing

Practice What Is Preached to Win Client Confidence

Magazine article Marketing

Practice What Is Preached to Win Client Confidence

Article excerpt

What if a rescue service broke down on the way to repairing your car? Would you take the advice of a doctor who appeared to be sicker than you? Why is it only severely obese people wear badges that say 'Lose weight now - ask me how!'?

We're talking inspiring client confidence and putting our house in order here. If agencies can't market themselves effectively, how can they do it for clients?

Come on, put your hand up if you run a strategic and differentiated new business programme with state-of-the-art marketing materials (and to those who do and are mentally penning a letter that opens ' at Chinchilla Consultancy I assure you we always...'. Go away, I'm not talking to you).

Stick your other hand up if you know the exact cost per sale from contact to pitch win. And before you get too excited what about your pitch losses, eh? Ha. Knew it would get you.

For every client 'in the pipeline' do you have ten backing them up in case it doesn't come off? Do you know who are your hot leads, your cools and your colds? Do you know why you win new business or, more importantly, why you don't? Or, God forbid, do you rely on lunching, the odd telephone call, client goodwill or even PR?

I know how it goes. You're too busy right now to think about these things. When you've got a moment, you'll pay attention. Well by then it's too late, because you've got a moment because you're not working on active accounts.

You know what to do about it. After all, you tell your clients, don't you? …

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