Make It Happen
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Client Retention

Are you unrealistically optimistic? Most marketers are, and it is not particularly healthy. Think about it: a marketer’s job is usually focused on generating leads. About great design. Attracting attention. Building. It’s other people who have to worry about delivering the product or service, headcount, logistics, and the vagaries of technology. The marketer merely needs to communicate a message of we’re great to the right audience at the right time.

Unfortunately, this optimism can get in the way of an honest appraisal of marketing disqualifiers: the factors that hinder – or reverse – the development of a positive relationships. Some examples:

  • A bad first experience
  • Spammy emails
  • Overly aggressive business development/sales processes
  • Poor service or product quality
  • Missed deadlines
  • Inaccurate (or surprise) invoices

When even one of these occur, the relationship becomes weaker, imposing a costly impact on the organization:

  • Reduced engagement
  • Poorer retention
  • Negative Social Media “buzz”
  • Diminished brand
  • Fewer referrals
  • Negative impact on internal culture

These factors are all dead weight that any future marketing initiative must fight against.  No matter the brand promise, if a prospect is thinking “Yes but”, marketing effectiveness is diminished. This is the powerful law of unattraction.

This week’s action plan: Effective marketing requires marketers to temporarily suspend their optimism, and ask one simple question: What is unattracting us from our target? And then work just as hard to address these blemishes as they do on “traditional” marketing activities. Only when this is done, can the marketing investment fully pay off.   This week, identify your organization’s most unattractive feature, and begin the work  to fix it.

Marketing Insight:  With so much effort spent on attracting the “new”, existing relationships are sometimes taken for granted.  Relationships, however, never stay the same: an ignored relationship grows weaker over time, not stronger.

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Randall Craig

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