A couple of weeks ago I secured work with a client who I'd had in my pipeline for over a year. Not a huge sale, but it was a win nonetheless.
I pride myself on not denigrating my opposition in my sales process, never have, never will. Not only is it my personal code of ethics, but more to the point, most of the time the "work" that they've done is the best they could do and they're simply not intelligent enough to take it to the next level.
Anyway, as a Brisbane based Google AdWords Manager, I know the local area well and used a fairly standard Google Ads management strategy with a new client that I expected would take a little while to come to fruition, some 6-8 weeks in my estimation. I made some minor adjustments at the end of last week, but was happy with how things seemed to be travelling in the first week it was running.
This morning the client's Marketing Manager sent me an email from the Google Ads Manager of the previous Digital Marketing Agency that had been managing their advertising. It was a shocker!
In this email the person flat out lied, attempted to manipulate the truth and the client, and ultimately showed a fundamental misunderstanding of the system that they had been working on for years.
This person tried leveraging his history with the client, which included the knowledge that the Managing Director had relied and trusted in him to do the right thing, to scare him!
Normally I wouldn't care, but this was aggressive & Dishonest saying this was wasting client money and that they were concerned for the future of the company because I was damaging it beyond repair!
Being so early in the timeline, I hadn't even looked at the results at this point in time, it's would not really be on my radar in the first two weeks, but the results are all being tracked... and I was confident that my strategy was sound.
This email got me to check the results.
The fundamental misunderstanding of this person was that no right-minded business owner cares about how many people visit their website. They want to know what is resulting in enquiries and sales. That's my focus. Clearly it isn't the previous Digital Marketing Agency's focus.
Considering that in that short space of time that I've been working on the account, I have TRIPLED the amount of enquiries and reduced the Cost Per Acquisition of those leads from $160+ down to about $50!
I am a very happy man and identifying early on to the client that I am worth my weight in gold (and am humble about it too).
So not only do I get to write a nice little blog about how effective I am, and let's face it, if you know me you know I like talking about my successes, but I also get to rub it in this unscrupulous characters face.
To protect the guilty we've left his name and agency name out of this post, but we could definitely have included it.
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