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Adrienne Zoble's Marketing Myth #55:
If we get that big account, we'll be set for life!
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 Hello, :
The streets are littered with companies that went out of business, when they lost their biggest account. CPAs will tell you that it's sheer folly to have one client or customer who accounts for more than 20% of one's revenue, for that very reason.
Yet time and time again business owners chase that elusive, big fish, with dollar signs floating in their heads, as they dream of catching it.
Years and years ago, interviewing for the last advertising agency job I had before starting my own business, I asked the President about his client list. He was very clear. "We have a variety of bigger and smaller clients. I sleep better that way, knowing we won't get in big trouble if we lose any one of them."
I knew that's where I wanted to work, and I was there for almost ten years.
There are many reasons why really big clients aren't magic bullets.
- Everyone else is after them, too.
- The competition is so fierce that it usually comes down to price. You rationalize that you'll make your lower profitability up in volume. No you won't.
- The sales cycle is unending, since so many people have to agree, many of whom have hidden agendas.
- Once you land the account, decisions take forever, because so many people have to put in their two cents to prove their worthiness.
- Corporate attorneys regularly say "no," sometimes merely to justify their heady fees.
- Really big clients can make you feel grateful that they're working with you and treat you with insufficient respect for the services you provide.
- Really big clients can impose unrealistic deadlines at virtually the last minute.
- Really big clients can take forever to pay, and you're trapped.
- The players change fairly frequently, so you're at the mercy of new brooms sweeping clean.
- Should there be a company or divisional reorganization, you're out.
Now let me be clear. Not all big companies are like this; and not all client contacts are, either. That said, you've been under a rock if you've failed to notice the exceedingly high pressure large firms are under to show profits.
These companies have let people go in droves, so that those who are still around are under significant stress with increasing responsibilities as part of their job descriptions. They might not even understand what you bring to the table.
Here's how I counsel my clients: look for positions - or niches - in your marketplace. Narrow the scope of your products and services, so that you stand out as being truly specialized in your field. Go after companies who are flying below the radar, yet have respectable business to award.
It might take you a bit longer to find them; but your sales cycle will shorten, and your tenure will lengthen. Since not everyone has discovered or is going after these companies, you might well get a hearing. If you land them, It's quite likely they'll surprise you by paying more quickly.
Marketing is chock full of conventional thinking, and landing that perfect chunk of business is one of the more common land mines. Don't step on them!
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Profit from our 2011 Schmoozing Calendar! You'll find scores of ideas on how to sell more in less time. It's not always what you know, but whom you know. Now reduced to $19.95 per bound, cardstock copy; $12.95 per electronic version. To order, go to azobleassoc.com or call 970/282-1150.
Our workbook, The Do-able Marketing Plan: Six Easy Steps to Help You Sell More in Less Time, is $67.45 including shipping; $39.95 electronic version.
If you're not into workbooks, sign on for our "10-Minute Marketing Plan" program, and let Adrienne handhold you through the Market Planning process.
Again, please visit azobleassoc.com or call 970/282-1150.
BroadsOnBusiness.com members may purchase the Schmoozing Calendar and "The Do-able Marketing Plan" workbook and various ebooks at discounts, based upon your membership level.
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Summertime Marketing
Is Upon Us!
Our latest e-book, "Summertime Marketing," will be ready on or about June 9th.
Whether you need some motivation to market during the summer when your business slows down, or you're going into high season and believe you have no time to market, this e-book is for you. The price will be $19.95. BUT WAIT! Orders prior to June 1st are only $17.95.
Don't stagnate or procrastinate this summer. Let Adrienne Zoble show you how to grow your business during the best marketing season of the year. "Summertime Marketing" will make this your most productive summer ever!
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 What are you waiting for?
You might wish to go to BroadsonBusiness.com to check out our amazingly-priced memberships.
Our Feet Wet package - (three-month minimum to start) - is $39.95 per month (includes 15 minutes of one-on-one time with Adrienne, value of $50.00). That's before you avail yourself of everything else that's on the website.
Leg Up package - (three-month minimum) is $69.95 per month (includes 30 minutes of one-on-one, value of $100.00).
Knee Deep package - (six-month minimum) - is $99.95 per month (includes 45 minutes of one-on-one, value of $150.00).
One-on-one consultations, webinars, helpful marketing hints, book suggestions, member Spotlights, a Member Directory - they're just some of the marketing resources available to you, as part of your membership. Visit our website, BroadsOnBusiness.com, to learn more; or call Adrienne Zoble at 970/282-1150; you may also email her at Adrienne@broadsonbusiness.com.
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Perhaps your company or organization is looking for a dynamic speaker to motivate employees or members in their marketing efforts, or you would like an article/column for your publication or newsletter.
Depend upon Adrienne Zoble to help your company grow and thrive, even in these challenging times.
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