Marketing Consulting Blog

Earlier I was chatting with a buddy of mine who recently switched jobs (again). He has some considerable experience in job searches and switching employment so I'd consider him an authority on this topic. He was wondering why it never fails that as soon as he finds a new job, a slew of offers come pouring in almost immediately.

This is very similar to that phenomenon when you attract someone of the opposite sex to start a relationship--as soon as the other person enters your life on a more consistent basis, it seems as though there are opportunities coming out of the woodwork. The opportunities were always there, you just hadn't tuned into them. You weren't as aware when you were looking eagerly because you weren't allowing things to happen, and you were tuned into the wrong signals in addition to sending out the wrong vibes. You were pressing.

A job search is very similar to attracting a mate--the harder you press, the less likely you'll achieve your goals. Furthermore, selling is very similar to attracting a mate--the harder you press, the less likely the other person is to react the desired way. Once you allow them to make a decision on their terms, the better the odds of success. People don't make decisions when WE want them to--they make decisions when THEY want to based on what makes them most comfortable. Remember that the next time you go on a sales call, job search, or seek another mate.

It's not about you; it's all about them.

I neglected to elaborate on the "bad client" story as mentioned earlier in the week so here are some of the things I learned from a recent client relationship that went bad in a hurry in spite of my gut telling me to avoid it all costs at the outset. Oh well, live and learn right?

Follow Your Gut
Often times on "The Big Idea" Donny Deutsch talks about "when all else fails, follow your gut." I've had a couple of experiences like this since starting my own firm back in 2005, but none was greater than the recent "bad client" I'm referring to.

First off, I'm not a high pressure individual when it comes to doing things for others. I generally figure if you don't get the value of what it is I'm offering, it's not up to me to pressure you into a decision you're not comfortable with. The same can be said in reverse--I don't respond well to high stress individuals because they've got problems well beyond my capabilities and patience so it's best to avoid these types of people if the project is going to be successful. Every successful relationship I have built in my business has had a few things in common, and clients that trust me/us to deliver is at the top of that list. Unnecessary stress isn't going to accelerate a thing.

The lady I'm speaking of is extremely stressed out about everything, and she wasn't having any part of me explaining that it takes 3-6 months for an SEO campaign to produce the results she was looking for. She wanted to be #1 yesterday and wanted to get off of PPC before that. My gut told me "no," but my mind and ego told me "this shouldn't be that difficult so let's give it a whirl." Bad decision!

High Stress Clients = Low Probabilities of Success
Whenever someone pushes you or your firm to do something outside of the normal deliverables, that's a recipe for disaster, and it doesn't matter how well you perform at the outset. The client is always going to think you didn't do enough or that things could have been done faster or more thoroughly. It doesn't matter if you can demonstrate documented progress--they expect the moon regardless of how many conversations you have to the contrary. Their subconscious expectations exceed those of their conscious so that manifests itself in the way of complaints, regular daily phone calls, a blown up e-mail inbox, and demands for additional services without additional compensation or, worse, unwarranted refunds. In other words, their high stress contributes to your escalating levels of stress to which no one wins.

Expectations Get Ignored
Regardless of how many times the client agrees that your timeline or milestones are in line with their expectations of the moment, bad clients will turn the tables at the first sign of things not exceeding elevated expectations. The "rules" don't apply to them because they are "special" (in their mind).

Your Other Clients Suffer
Bad clients sap the energy of your organization to the point your good clients end up paying the price. Bad clients will hound you like a bad date that calls every day and won't take a hint. Eventually they wear you down, and you consequently ignore your better accounts to oil the squeaky wheel. Again, not a good decision.

Anyway, I hope this helps someone out there. It's ok to say "no" to a prospect, and you're probably better off saying that if you sense any inconsistencies with the way you do business and you're uneasy about the decision maker you are dealing with. After-all, it's like a dating relationship--you have to deal with this person on a regular basis. More so if they're a high stress and/or bad client. Breaking up can be ugly and take longer than expected with a bad date, and a bad client is no different.

Ever had one of those days where you question whether you've made wise business choices lately? Today has been one of those days, but I'm afraid the answers I uncover over the next few weeks aren't going to be to my liking. I know I violated my own gut instincts with one decision in particular, and I'm kicking myself for it pretty hard right now.

If you're in a business venture with others, is it clear to everyone involved whether the business could succeed without you or not? If the business could succeed without you, why do you continue to hang around in a decision making capacity? Why should your partners listen to you if the organization could survive without you?

If you bring nothing unique to the mix, and someone else is primarily responsible for the success of the organization, why not do the right thing and get out of the way by taking on a diminished role? It doesn't mean you have to leave completely, but move aside to let the others grow the business. Chances are you're not helping; you're in the way! I'm just sayin'.

Is the generation gap between Boomers and Generation X THAT wide?

Is new media good for business or bad?

How much do you engage in social media for your business? How's it working out for you?

Are there any business "secrets" anymore? What about new ideas?

Why is there such reluctance from the older generations to embrace new media and accept the fact that the new rules of journalism are vastly different from the good old days? There are newspapers and television outlets that struggle with this mightily, and my suspicion is those outlets are run by elder statesmen. Time to wake up, people! Or get out of the way to let the younger generation take the organization to the next level. I'm just pointing out the elephant in the room that everyone wants to ignore. Don't shoot the messenger!

If you could start any new business today, what would it be? What would be your first step?

Am I crazy to think $1 million isn't that much money and shouldn't be that hard for a business to generate?

Do you know of a sharp Internet marketer that is looking to be a part of a startup? How about a copywriter? If you do, please send them my way.

When starting a new venture, what's the first hire you make?

Enough ramblings and ponderings for now . . . would love to get your take on any or all of this.