In one instance, an agency co-owner spent an entire meeting explaining all the things wrong with our current marketing. “You’re on the wrong stations, in the wrong sections of the paper, don’t have the right message. You’re speaking to women, not men,” etc. The funny part – That year we decided to target much of our marketing towards women. He assured us our marketing was working, all the while telling us how wrong we were. Still makes me chuckle.
Everyone would come to these meetings ready to TELL us what we needed. Rarely did anyone come to these meetings to truly LISTEN to our needs. Their goal was to SELL a given product or service of THEIR business. My goal was to find the right fit for our business.
For all you small business owners out there who are approached by media and agency reps looking for “just a minute of your time,” here is some advice for you. As you LISTEN to what they have to say, make sure they are providing you the same courtesy. Are they asking questions? Are they the right questions? Do they show an interest in your business or industry?
Don’t be fooled or pressured by a folder containing an absurd amount of pages with colorful charts, enough statistics to make your head spin, and a proposed spending package with tremendous savings. Take your time, ask questions, and be sure the product/service being offered is truly right for you.
Read. Learn. Laugh.
Random thoughts, comments & opinions.