When to stop pitching, and start doing.
A response to Chris Davis’ Your Agency’s Clients Aren’t Dumb.
You walk into a car dealership, knowing just the car you want to buy. You’ve thought about it for quite some time, and you’ve done your research. It’s a mid-sized SUV, with grey leather interior, white on the outside, equipped with four-wheel drive. You find it on the lot, and engage with the salesman to start your purchase.
He responds by telling you that you don’t need four-wheel drive, that the two-wheel drive model would be better for in town driving. He tells you white shows dirt and you should consider the one in black instead. You respond by telling him you really like the way the white one looks, and that you like the added 4x4 feature — in case something unexpected occurs. He defends his point of view, and you find yourself arguing with the guy, flustered, and out of patience.
See, it’s okay to have an opinion. And it’s okay to sell what you consider to be the right approach for your client’s business. To that end, I couldn’t agree more with what Chris had to say in his piece last week. Your job is to understand the problem they’re trying to solve — in an objective way — and present the best argument for your recommended outcome.
Just like the analogy above, sometimes your client knows exactly what they want, and they’re looking to you to help them get it.
Let’s put that in more of an agency perspective.
Does the size of the logo really change the outcome of that ad? Does the shade of blue you proposed really seem like it will have a demonstrable difference in your clients’ business? Or are you simply advocating for your own personal taste?
Eventually you have to stop selling, and do what you’ve been asked.
Next time you find yourself disagreeing with your client, consider the following:
- Have you clearly helped your client define the problem to solve, and presented sound reasoned recommendations to help them do just that?
- Is the issue in question one of subjective opinion, rather than one that puts the success of the project at risk?
- Have you adequately presented your argument in a way that is clear, coherent, and fact-based?
If the answer to each of those quesitons is “yes” and you’re still getting push-back, it’s probably wise to acquiesce and do what you’ve been asked, rather than risk the relationship you have with your client.
After all, it’s important to remember that your client is going to have to live with what you’ve done long after you’ve moved on to your next project.
