Yesterday, I met with a potential client who called us in because he was disenchanted with his current agency. Fortunately for me, his current marketing / management consulting firm was overcharging on their bills and under delivering in their services. In his strong opinion, they had little results to show for their two year engagement. Unfortunately for me, he was now left with a very bad taste for any outside consulting services. He was fixed on one fact, all consultants were alike. I immediately diagnosed he was choking on an overcooked meal of consultant bull! He was fed up to the gills with unfulfilled expectations.
He needed a Heimlich, why because he was choking on an overpriced and underperforming agency. Or as I call it O$UA Syndrome, if left untreated, he would have a permanent condition for any future outside marketing support, this could be fatal. Any condition such as this, if it lasts more than 4 hours requires immediate treatment.
The most important consideration beyond performing my powerful "Client Heimlich Maneuver" (CHM) and allowing him to spout his digestive problems with his current former agency, was to then offer him a series of questions based on his prior issues and expectations. The expectations are critical to the next part of this meeting and project.
If I can show you how we can......would this solve your problem? If we (emphasis you and I) could fix this immediately.....would this solve your problem. If I can show you a return on this investment by doing.......would this solve your problem?? CHM in process - (each "would this solve" is an expectation or action and result that requires fulfillment as part of the process and then part of our project.)
After getting 5 straight yes answers on various project deliverables, I told him, "we had a deal, we would work hard together to solve his problems and I was happy to hire him". He looked at me in a very bewildered and stern state, and said..."what just happened here?"... I responded, you and I made a deal to fix your problem starting immediately and I will work harder than you to provide your company with success. Isn't that what you are looking for and if I am mistaken tell me more of what you need".
We all know his next question, "what is this going to cost me". My answer quite a bit less than if you decide not to do it and fix your problems. Can you afford to ignore these issues, you are already 2 years behind, and have expensed a lot of good money, why not try investing with us.
I advised him I was not simply suggesting solutions, my firm was going to become a truly valuable asset and would show him a return on his investment from day 1". He thought for a moment ( this is where I succeed or I am asked to leave ), he then smiled and said, "l like your confidence let's do it". HEIMLICH complete.
Now our differentiator from his prior agency is; we simply do not make suggestions to a client on what needs correction, we step in provide a solution based on what his needs are. We ask for reaffirmation on what would make him happy. Then, WE do the work to achieve the results we promise.
Do you suffer from indigestion or are you choking on an undercooked over fed meal of bull? If so allow us to perform a Heimlich on your marketing programs! Contact us today for a confidential interview.
