I met with a potential client this past week who was nearing the end of a particularly bad marketing contract with a big, national vendor. You’d recognize the name.
They talked about the things they’d like to do differently after their contract was up and what they’re looking for in a new vendor:
- More frequent & better quality leads
- A more compelling website
- Better website content
- More personalized support & recommendations
When the time came to talk about budgets, they said: “If we can save some money with our new vendor that would be great. We’d like to find something with a little lower cost.”
It gets me every time. Saving money.
Of course everyone wants to save money. Smart people often negotiate the same quality of services at a lower price.
But that’s where the logic falls apart.
Same quality of services. In this case, BAD marketing.
I had to ask the obvious question: Do you really want to save money, or are you looking to generate more business from your marketing?
They answered: More business.
The underlying assumption in the conversation is what everyone seems to settle for…and that is the idea that you’re stuck with your current situation.
And if you’re getting poor results, why not save money while doing so…makes total sense.
Except, you don’t have to settle for bad results from your marketing.
If you want to keep your crappy marketing results, focus on saving money.
How many blog posts or website pages are you getting? How often is someone sending email to your database? How frequently are you posting on your social sites?
But these things really don’t matter if they’re done poorly.
It’s about quality, not quantity when it comes to good marketing. ESPECIALLY for an upscale or high-end business.
The message is more important than the tactics.
The results are more important than the costs.
And you NEVER have to settle for results you don’t like.
