January 26th, 2009
by Lorrie Thomas
Sometimes the simplest advice can be the most powerful. Here’s a healthy dose of marketing advice that will help make you wealthy no matter where you work, what kind of business you are in or what your budget (of lack of budget!) is:
Being a pleasure to work with PAYS back
I see a common pattern when I observe the marketing relationships between marketers, business owners and product/service providers. Professionals that are enjoyable to work with, smart, savvy, communicate respectfully, and say please and thank you (our mantra is WWAD) are the ones who get priority.
Respect is recriprocal
Getting VALUE is not just about the lowest price or being gushy sweet – professionals need to remember that we get what we pay for……and a non-quantifiable “get what we pay for” piece is the relationship component. How well professional partners understand your business, bring new ideas to the table, execute well, challenge ideas if they are not the best path, teach you things that you didn’t know, help improve current marketing systems/collateral, are fun to work with etc. all are pieces of the marketing puzzle to ponder and must be calculated into your investment evaluation.
Think of marketing relationships like dating. You don’t marry every person you go out with and you may have to kiss a few frogs before you meet a prince of a partner, but when you find marketing professionals, employees or clients that are a pleasure to work with – KEEP THE LOVE ALIVE!
Whether you are buying or selling marketing services, I encourage you to remember a little something called Customer Lifetime Value (CLV). CLV taps the lifetime value of a RELATIONSHIP. It costs a lot more money to go out and cultivate new relationships, find new clients, vendors, retrain employees, etc. When you can preserve great partners in marketing, DO IT.
I can honestly say that the clients we serve that are a pleasure to work with ALWAYS are the ones we drop everything for. They understand marketing’s true definition – creating and mazimizing relationships. They also trust that we are experts in our field and we EARNED THAT TRUST. Our “platinum” clients are not the ones that have the highest retainers – they are the ones that are responsive, have clear professional vision, understand the value we bring to projects, communicate well, give feedback, treat marketing as the lifeline of their business, understand that they need to invest in their marketing process (time, energy, money) and are fun to work with.
Challenge your current thinking to not think marketing SPEND but think marketing INVESTMENT.
Great relationships shape our personal lives, great relationships also shape our professional lives
Be a pleasure to work with and make your relationships meaningful!