Hair on Fire? Better Be for a Good Reason

Wily Dog is on the job....

So here’s a lesson in balance: Recently I went through an all-too-typical marketing experience of too many ridiculous deadlines too close together, coming from too many directions/clients. I should know better, I kept thinking, but when I commit, I just duck my head and start toiling away.

Is this wise? Didn’t I learn anything last time my stress level got this high? Has this ever happened to you?

Of course it’s not too far a walk from these legitimate questions to the agonizing yelp: Why are we here?!

If you ever find yourself asking that, take a tip from Wily Dog—it’s time for a vacation. And a fresh perspective, like this one:

This run-around-and-get-it-done-at-all-costs exercise is valid for only one reason: a huge REWARD. It is NO WAY to handle a crisis that we should have seen coming.

Do you see the Wily Dog difference? It’s okay to stress, panic, overwork, flip out for a big tasty cookie like:
• A chance to steal market share when the competition isn’t looking or has a weak moment.
• A chance to place your product or service in a coveted spotlight.
• A once-in-a-lifetime partnership deal.

You get the idea. When an opportunity presents itself, it’s time to haul tail.

On the other hand, no Wily Dog in her right mind should leap through flaming hoops for charred or moldy or MISSING cookies without first asking some pretty tough questions. Like:
• Is this desperate strategy the best strategy?
• How did we get here?
• What about the future? Will this quick fix contribute to long-term success?
• What can we learn from this and how can we avoid it next time? (Write the answers down and post them by the coffee machine. It’s only a disaster if you don’t learn from it!)

Now I’m not saying you’re going to win brownie points by slamming on the brakes when everyone’s rushing for the fire extinguisher. And of course, there’s always those all-hands-on-deck emergencies where you should run into the burning building to save the day. But in my experience (and maybe yours?) true “emergencies” are rare. Most marketing fire drills are actually “failures to plan.” Asking these tough questions may get you some eye rolls, but if everyone agrees the fire drill is the best course of action, even the most impatient will appreciate the scrutiny if they’re proven right.

Look, it’s easy to get into the habit of thinking that marketing is about posting web pages, running promotions, and publishing collateral. But that’s not the WHY of marketing. That’s the how. And because we spend most our hours executing and perfecting the how, we often neglect the why.

The WHY of marketing is the stuff that looks like fluff. Time-wasters! Budget binges! I’m talking about Planning, Researching, Brainstorming, Concepting, and even the much-maligned “worthless” stepchild of Industry, Daydreaming.

What, did she just say Daydreaming?!

I’m not talking about fantasizing about your next trip to the tropics (although this keeps me going most days). I mean OPPORTUNITY SCOUTING. You know, actively and regularly looking for ways to strengthen your brand, create or capitalize on favorable conditions, develop profitable and reliable relationships, support worthy causes…you know, the cookies that make work rewarding.

Next time you find your hair on fire, stop, drop and roll. Get the team to regroup. Before you proceed, commit to do it better next time. And then get into the habit of putting your sniffer in the air to scan for smoke…and cookies!

Where's my cookie?

Building Great Customer Relationships (for Service Providers)

Yesterday I had a great client relationship experience. I met two new clients in person and left thrilled to be working for them because I know I can really help them with their marketing goals. It was pretty amazing how quickly we clicked. Here are some rules I follow to attract great customers. Maybe they’ll help you.

• Surround yourself with good partners.
I got the work from another vendor who, like me, always puts her clients first. Maybe it’s no accident that we work well together—we both are totally committed to getting to know our clients’ business inside and out, so we can serve their best interests always. Law of attraction: You draw to yourself and your work what you put out there. If you want to surround yourself with excellent people, you have to be top notch in customer service yourself.

• Listen. This was my first in-person meeting, but both my partner and I had done quite a bit of research on our client, their philosophies, and their competition. Still, nothing beats hearing it straight from them, in their words, with their gestures and interjections.

Listening sounds so obvious, but you’d be surprised how many of your customers have hired people who came into their space and immediately launched into a presentation on why they are such great vendors. Every last one of your clients and prospects has been burned like this before, so show up all ears. They’ll appreciate it and you’ll…

• Attract customers who are willing to help you help them! A customer who won’t sounds self-defeating, but they’re not uncommon. Some clients get defensive if you challenge their perspective.

Why didn’t they get defensive? I let them know: “I have lots of questions and some of them are challenging, but if you can bear with me, you may find it helps you as much as it helps me.” They answered them as honestly and as fully as they could.

I explained I was trying to anticipate objections or confusion on behalf of their target audience. They know their customers pretty well, but it’s my job to also understand their prospects, as well as leads they may be losing and why.

Lucky break? Maybe. But “luck visits the prepared mind” as they say. That’s why Wily Dogs do their homework, put in extra effort on every project, and put their customers first. Please share how you’ve contributed to your own successful customer relationships!