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, I employed a Google Ads management strategy with this new client that I expected would take a little while, 6-8 weeks in my estimation, to come to fruition. 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 account manager of the previous company that was managing their advertising. In this email the person flat out lied, attempted to manipulate, and ultimately showed a fundamental misunderstanding of the system that they had been working on for years.
This person tried leveraging his long term partnership with the client, which included the knowledge that the Managing Director had relied and trusted in him to do the right thing, and use that to scare him.
Normally I wouldn’t care, but this was aggressive, calling my work out for wasting the client’s money and that they were concerned for the future of the company because I was apparently damaging it beyond repair.
The funny thing is that I hadn’t even looked at the results at this point in time, it’s not really on my radar in the first two weeks. That seems odd, but the results are all being tracked and my strategy is 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/sales. That’s my focus. Clearly it isn’t the previous company’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, making me 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 when he sees this blog being advertised whenever someone Googles his name and business.
Congratulations, you played yourself.