What Would the Client Say?
post # 207 — October 5, 2006 — a Client Relations post
Hereâ€™s a simple test for any marketing idea you might be discussing with your colleagues: how would the client react if he or she were sitting in the room, right now, listening to us debate this idea?
If the clientâ€™s reaction were to be â€œWow, thatâ€™s going to be really helpful to meâ€ then youâ€™re going to get a lot of positive reactions and you know youâ€™re on to a money-making idea.
But if the thought of having the clients listen in to your planning has you worried, then , indeed you should be worried. Your nervousness at having them hear you means that youâ€™re trying to mislead, misdirect, con them or fool them in some way. Otherwise, why donâ€™t you want them to hear you?
And the odds are youâ€™re not going to pull it off. Customers and clients arenâ€™t that dumb (although we often make our plans as if they were.) And when we make that mistake, weâ€™re the ones being dumb.
If we want to succeed, weâ€™ve got to start marketing and selling as if we were dealing with smart, adult intelligent people. We’ve got to stop acting as if we have something to hide.