Magnus Marketing Blog

Had an interesting situation happen just the other day. I sent a VAR500 an email introducing my client and their solution in the hopes of working with them. I hadn't called to follow up yet, when I saw an RE: from the person who, according to his LinkedIN profile, was both the VP of Business Development and a long-time sales coach.

In the 3 paragraph email, he spent one line thanking me for reaching out and 3 paragraphs criticizing the wording of my email. Essentially, he stated, he nearly discarded my compelling email because the first line was "too marketing oriented". I spent 5 minutes crafting a response to his email thanking him for his critique and explaining why I wrote the line the way I did and then noted the following:

"I appreciate the time you took to critique my email. Evidently, however, there is no fit with our solution which was the reason I reached out in the first place...."

Nowhere in his response did he outline any reasons why the technology would not be a fit with his client base. He did read the email, because he noted that the overall copy (sans the first line) was compelling. BTW: He did respond to the email.

Is this guy interested in business development for his firm or in getting clients for his coaching business? A more astute person would have spent five minutes and three paragraphs outlining FIRST why the solution did not fit with the client base, then spend a couple lines on an "oh, by the way, I almost didn't respond to your email because the first line really turned me off...and this is what you should write instead".

One thing I hate also are people who share critiques without knowing who they are talking to, the context of the situation, and what is going on. This bozo didn't even provide any insight into HOW the email could have been more compelling.

His observation was feedback taken, I can see how the interpretation would exist and that was appreciated. However, I would have been more interested in why the solution wasn't a fit with their client base. I get a feeling that even if I had asked that, he wouldn't have been able to intelligently answer. I suggest he focus on building his coaching business where his true motivation lie and let his employer find someone more concerned about the company and its growth. Another "Vice President" who isn't.....

Ah, the end of the holiday 2008 season. The numbers were down at Kohl's and the phone quit ringing for many clients in October - yes, it is a challenging environment. But business growth continues albeit weakly.

This year I was a Kohl's holiday hero. Once again dressing as an elf - hat and "Santa's Helper" red shirt, singing Christmas music, we - the staff put some holiday festivity into the mix by supporting our in-store Santa and handing out candy canes to customers stressed out by what to buy on limited budgets. Our store had no Christmas music and was blaring "Umbrella" and "White Houses" until two weeks ago, when yours truly called Corporate and bitched them out. Within a half hour of explaining that "White Houses" by Vanessa Carlton was about a girl losing her virginity and that just is SO inappropriate to play while Santa is handing out candy canes - the music switched over and Mariah's "All I Want for Christmas" came belting out to my joy. I believe that our sales may have been slightly impacted, since Christmas music evokes psychological memories and stimulates buying. I was a holiday hero. The recognition was nice.

What wasn't nice, however, was that not a ONE of my clients acknowledged the holidays. Not one sent even a mere holiday card which is slightly distressing, given the fact that I am in the process of preparing cards and packages for the New Year. Holiday stuff is too holiday - sales is about the growth, growth is about the future - the future is the New Year 2009. I appreciate the opportunity given and wish to continue in 2009 for a successful and prosperous path - which will be very difficult given economic conditions, but not impossible. All things considered, every single one of my clients was brought new opportunities. Considering I work about a week a month or less for each of them, that ain't too shabby! Hey, if my clients want to be "JUST" clients and view the relationship transactionally, that is fine with me. Pay me on time, I generate leads. Whatever.

That is why I work at Kohls. I walk in the door, the managers are glad to see me. Want some pizza Rachel? How are things going? What do you think about such and such? We made coffee - want some?

What many business owners lose sight of is that it is the little things. My clients don't see the frustration, hear the complaints, or the annoyance when someone hangs up on me. They don't see the anxiety when a client goes and I worry about a car payment. They don't care if I have too much work or not enough sleep because I was at Kohl's until 2 a.m.. All they care about is whether I bring someone to them that will buy their stuff and who my replacement will be - especially if they can get someone EVEN cheaper. (Worse yet, a fulltime employee who will spend half the day chatting with pals and taking smoking breaks).Half of my clients don't even listen to anything I say about the market! One wanted me to stop prospecting and write web copy - which turned out to be a good thing, because I really had no time to do anything else. They got their web copy, on time, Merry Christmas - now they can hack it up - let's see if they trust my judgement on new client acquisition copy. My clients don't care at all that I get job offer inquiries for VP of Marketing jobs. Then I ask myself, what the hell boss or company did I work for that actually recognized me anything different? Oh, yah - can't think of one! Gee, no difference. Let me make another phone call and bang - another opportunity over the fence.

It is the little things that make the difference. But, this is a transactional world. My clients are equally replaceable and I appreciate the opportunity to sit in my attic room making calls. When the right opportunity comes in a couple years, someone will be my boss and maybe they will give me a holiday card, a pat on the back, and a bonus!