MEDIA RELEASE
For Additional Information:
Sam Yates
(772) 225-1292
For Immediate Release
YATES OFFERS 2008 ADVICE:
FIRE THAT CLIENT…
TO GENERATE MORE PROFITABLE BUSINESS!
“Many times, as public relations and marketing professionals, we find ourselves immersed in a single track of thinking. That is, ‘How can we better serve our client?’ While that is admirable and shows good stewardship of the client’s marketing and public relations budget, it sometimes is not reality,” said Sam Yates, President, Yates & Associates. “Sometimes, the reality is the client is a train wreck that sucks out all of an agency’s productivity while offering nothing back in return. Unless there is a win-win scenario for client and agency, it is time to consider firing the client,” added Yates.
While that line of thinking may sound counter to growing a business, Yates cites the example of a diva client who attempted to monopolize his company’s business.
“This particular client would call a dozen times a day. Instead of allowing a project to be completed and presented for review, the change process was continuous. And, each change sent the project in a new direction rather than agreed upon marketing and public relations objectives,” said Yates.
Yates, a more than 30 year public relations and marketing guru says ideal clients are those who recognize their shortcomings in the PR/marketing field. “Our most successful clients are those who realize we have the skills they do not or can not provide if their core business is to grow.”
In fact, Yates says the “fire your client” approach can work for any business. “If your client is not helping grow your business with referrals, testimonials, and sharing business leads to help you – that may be a client you consider firing. Add to that list a client who wants to tell you how to do your business or who takes up productive time you could be using to serve other clients and you have a client that needs to be fire,” said Yates.
Does the “fire your client” approach work?
“In the case of the only client Yates & Associates has had to fire, we found we had more productive time to serve other clients. In fact, the time we spent serving one unruly client was turned into an opportunity to bring three additional larger clients on board,” Yates answered.
Yates offers the following tips should you decide to “fire your client”:
- Seek input from your staff on the client on the number of excessive hours the client requires. If that client is taking time away from other clients, they are a candidate to be fired.
- Invite the client to a quiet lunch to conduct the firing. Be prepared that the client may become indignant.
- Be calm but succinct when letting the client know its time to find another agency or vendor. Remember, the client will likely be in shock at your announcement.
- Be prepared that the client may attempt to talk badly about your business after the firing.
- Remember your reputation as an agency, or as a vendor, will far outweigh any negative comments from a fired client.
- Finally, remember…you can’t fire all annoying clients. Luckily, you will be blessed with good clients in 2008 that value your services and want to help you grow as much as you want to grow the client’s business.
“Firing a client is not for everyone. However, if you want to grow your business, difficult decisions sometimes need to be made. Just as we sometimes have to fire a difficult employee to protect the integrity of our business, we need to periodically review the clients we serve to see if the marriage is still worth the effort,” Yates concluded.
Yates & Associates is award-winning, full-service public relations, advertising, and marketing firm headquartered in
For more information about Yates & Associates, contact Yates & Associates’ Regional Vice President, Dorothy Kamm at (772) 225-1292, or visit their website www.YatesPRO.com.
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