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Ilise Benun on Problem Clients for Revolve-final

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Ilise Benun on Problem Clients for Revolve-final

  1. 1. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. advice, accountability and assistancefor creative businesses advice, accountability and assistance for creative businesses Problem Clients: How to Spot Them and Turn Them Into Good Ones with Ilise Benun @MMToolbox Illustrations by Iain Keith Murray @IainKeith
  2. 2. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Ilise Benun •  Mentor and business coach exclusively for creative professionals/agencies •  Host/Co-Producer of “Creative Entrepreneur” track of HOW Design Live •  Author of 7+ books
  3. 3. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. All 7 books available on Amazon.com
  4. 4. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Business advice, accountability and assistance exclusively for creative professionals.
  5. 5. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Quick Poll 1.  Do you have a problem client right now? 2.  Have you outgrown them? 3.  Have you accepted them? 4.  Do you like them?
  6. 6. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. “Problem clients” vs. “Clients with problems”
  7. 7. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Avoid “problem clients” & Charge more to “clients with problems”
  8. 8. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Are you the real problem…
  9. 9. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. By enabling bad behaviors and not setting expectations?
  10. 10. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. 5 types to watch for 1.  The Chaotic Client 2.  The Cheapskate 3.  The Clueless Client 4.  The Jerk 5.  The Big Bore
  11. 11. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Which one are you?
  12. 12. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. #1: The Chaotic Client •  Frantic •  Frazzled •  Disorganized •  Overwhelmed •  Mixed messages
  13. 13. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. •  External: Chaos in the corporate culture. •  External: Unrealistic demands/expectations on them. •  Internal: No organizational skills or self discipline. •  Both: they pay no consequences. What could be happening:
  14. 14. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. 1.  Be generous: give them structure. 2.  Have a process and enforce it. 3.  Say, “Yes, but…” instead of “No.” If you say yes, you must…
  15. 15. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. #2: The Cheapskate •  No budget •  Haggling •  5 & 10-ing •  Careless
  16. 16. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. When they won’t give you the budget… •  …they may not understand what’s involved. •  …they may be embarrassed by their budget. •  …they may be pressured to do more with less. What could be happening:
  17. 17. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. 1.  Educate them -- demonstrate what’s involved. 2.  Work with them -- adjust the scope of work. 3.  Be generous – to a point. 4.  Don’t be a doormat. If you say yes, you must…
  18. 18. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. #3: The Clueless Client •  No plan •  No content •  No goals •  No budget
  19. 19. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. - He wasn’t exactly clear on what materials he needed. - He wasn’t organized - Had no marketing plan -  Content wasn’t ready. -  Needs help with messaging. -  Has unrealistic goals -  No budget established, says he doesn’t know what these projects cost. -  He says he’s picky. Am I confused due to lack of experience? Is this a messy client? Normal? Marlena’s prospect:
  20. 20. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. •  Amateurs running businesses without guidance. •  People in jobs they aren’t qualified for. •  Lots of layoffs == no replacements! •  Younger and younger workforce. •  All = Higher demands on you. What could be happening:
  21. 21. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. 1.  Determine they can be helped. 2.  Be generous: educate them. 3.  Gently insist on including decision-makers. 4.  Establish clarity – over-communicate. If you say yes, you must…
  22. 22. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. #4: The Jerk •  No courtesy •  No “other” •  No respect •  Saboteur?
  23. 23. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. •  They have little power – even if they’re in charge! •  Office politics and job frustration. •  Problems at home. •  General bad attitude. What could be happening:
  24. 24. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. 1.  …not react emotionally. 2.  …not take it personally. 3.  …not jump to conclusions. 4.  …be generous: put yourself in their shoes. 5.  …be accommodating yet firm. You don’t have to help everyone. If you say yes, you must…
  25. 25. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. 1.  Take time to figure them out. 2.  Listen for what’s really going on. 3.  Shift to their “frequency.” 4.  Be the one who “gets” them. 5.  That’s rare and engenders loyalty. Variation: “high maintenance”
  26. 26. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Variation: the unresponsive •  Remember it’s not about you. •  Call rather than email. •  Make sure they understand your urgency. •  Send a “Everything Ok?” message with a threat to call. •  Let it go, if possible.
  27. 27. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. #5: The Big Bore •  No interest •  No chemistry
  28. 28. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Quick Poll: Mix and Match 1.  Chaotic client? 2.  Cheapskate? 3.  Clueless? 4.  Jerks? 5.  Chaotic cheapskates? 6.  Clueless cheapskate? 7.  Chaotic clueless cheapskate?
  29. 29. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. How to eliminate problem clients You need: •  Self respect •  Strength of character. •  Strong positioning •  Proactive marketing = a full pipeline •  A process for weeding out the duds •  And confidence to walk away.
  30. 30. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. 1.  Needs it yesterday. (Chaotic) 2.  No previous experience with someone like you. (Clueless) 3.  Expects you to drop everything. (Jerk) 4.  No connection/chemistry (Big Bore) 5.  First question: how much is…? (Cheapskate) Red flags to watch for
  31. 31. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Turn them into good ones in your mind.
  32. 32. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Resources ClientsfromHell.net (web site & podcast)
  33. 33. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Marketing-mentor.com
  34. 34. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Ilise Benun •  Reach out to me: •  @MMToolbox •  ilise@marketing-mentor.com •  (201) 653-0783
  35. 35. find us: marketing-Mentor.com + @MMToolbox © 2014 Marketing Mentor, Inc.find us: Marketing-Mentor.com + @MMToolbox © 2015 MM Toolbox, Inc. Revolve (Karl, Chelsye, Catherine & team) + Illustrator, Iain Keith Murray @IainKeith Thank you

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