I owned a pedestrian marketing firm for six years (this doesn't mean I sold pedestrians, but that it was very average). I had never worked at a firm, knew not a single soul in the industry, and had no role models to mimic. Average financial performance (I paid myself $60,000 in 1988), below average ability to manage people (with employees teaching me how I could do better), and above average effectiveness of the work. One thing for sure: I had no special methods or research that I could build into a twenty-year consulting firm known around the world. Shoot, for the first few years I was drinking water from a waterfall.
I started ReCourses through an odd and fortunate series of events where someone else suggested I do it, and gave me a platform with plenty of opportunity. It never would have happened otherwise, and I will always be grateful to Cam Foote.
I felt like I didn't have much to lose, really. At least I thought so, until the first firm...Read More
David C. Baker explains how new business can help account service manage clients well, resulting in lots of money and significant impact on the client. The control comes from your willingness to replace bad clients with clients who are a better fit.Download Podcast
A "client concentration" problem refers to having a single related source of work representing more than 25% of your gross profit (fees + markup income). That's usually the point at which the yellow light should blink on your financial dashboard. That same light should blink red if it moves to 35%, because my research shows that to be the median at which one-half of firms fail. In other words, one-half survive the loss of a client that represents ca. 35% and the other one-half fail. Maybe not immediately, but they can usually trace it back to that point if they were not prepared for it. This is meant to prepare you for it.
You either had, have, or will have a gorilla client. Don't be afraid of it, and don't say "no" to the work. A problem like this almost always comes from something great you've done and you deserve the accolades in the form of even more work. Don't get a huge head, though, because unusually high spikes in your top line revenue typically stem from a client concentration issue and not unusual and sudden strong new business skills.
First Step: Honesty
When I talk about this to clients, the first thing they always say is this: "Yes, but all this related work is coming from different departments, and even different contacts in the same department. In fact, they hate each other and we'd probably get more work if we lost one department!"
That's bullshit, if you'll pardon me, because it assumes....Read More
I had trouble getting to sleep last night, and for some reason I started thinking about how managing client relationships has changed over the years. I'm not talking about my clients, but your clients. Do you know the really important things about how to do it right? I'm not sure i would have figured all these out, but I have paid attention to the hundreds of firms I've worked with and tried to cull out the best practices that have been proven in the field.
Just for fun, I started writing these down as they came to mind in a stream of consciousness style. Here are a few of them:
- The only power you have in a client relationship is to withhold your expertise.
- The degree to which you have power in a relationship is directly related to how long it takes to replace you.
- There are only two ways to have more opportunity than capacity, which represents your ability to say "no" to prospects and clients: create more opportunity or reduce your capacity.
- The most important criteria in evaluating a prospective client is whether or not they've used a firm like yours before. Never be the first.
- Your cheap ass clients are the ones spending their own money. You want to work for clients with budget authority over someone else's money.
- The clients who trust you say: "I have $140,000 for this project. What's the most we could do with that money?" The ones who don't trust you say, "Here's what I need. What will it cost?"....
A great client recently asked me to outline my definition of success for their firm. I really enjoyed doing that, and below is a version that you can adapt to your own situation, putting your own stamp on it:
- Partner compensation equals or exceeds industry benchmarks.
- After that is achieved, you still 20% net profit.
- The more entrepreneurial employees are satisfied that their contribution to your gain is recognized and accounted for.
- Partners and employees in key roles will have already tasted competence in the area of your focus, or they will experience it within nine months of joining the firm.
- There will be few or no young employees who value variety over expertise.
- When employees talk about your firm, while still employed, their private comments will be complimentary.
- When partners and employees head out the door to work for the day, they look forward to the challenges, the companionship, and their participation in the overall culture.
- As a firm you will not require extraordinary people....
Forgive me for the ominous subject line of this email, but there are times when it's best to be objective and forthright. I've been talking with the executives of large associations and educational institutions in this field, hoping they'll drop the status quo and beginning offering real help to their members and graduates. So far I've made very little progress, so I'm just going to use my own platform (16,000+ of you).
Look around, think back through the last decade, and make a mental list of the firms you knew that are no longer around. Did any of them fail for lack of creativity? Even if you don't think they were that creative, the answer is a resounding "NO". Here is why those firms--and possibly yours, if you don't listen--will cease to exist, in descending order. I'm going to list seven reasons firms fail, and then seven things to keep a very close eye on.
What to Keep An Eye On
What kind of information are you giving people in a business setting, and how are you delivering it? I have a reputation for complete candor (deserved), deep and thought-provoking content (deserved), and a less-than-engaging conversation style of delivery (deserved). I speak 30-35x/year, and if the event happens to give audience members feedback forms to complete, on a scale of 1 to 5, I typically get a 4.9 on content and somewhere around 4.0 on delivery.
I only use PowerPoint or Keynote when the audience is too large logistically to provide handouts (200?). I much prefer handouts, because I hate last minute technical problems, I'd rather look people in the eyes the entire time, I want them to write, and I want them to take something home. For larger audience (200-3,000 typically), I just include a URL on the last slide so that a PDF can be downloaded for their later use. I tell them that in advance so that they can relax, listen, and not bother with too many notes.
I'm an intense introvert. I'm so far off the scale in that direction that I jokingly call it "unabomber land." That just means I like to be by myself to recharge. I can be with crowds, large and small, in little doses and no one would know I'm "acting the part." Oddly enough, speaking totally invigorates me, too, which may not fit in your mind with the idea of a deep introvert.
Do you know when I began to love speaking?...
The marketing field is probably less process-oriented than any other among the professional services. Why do you think that is? Working in the field for many years and advising the same field for many more, I’ve come to that realization after noting several reasons why.
Why We Shun Process
First, you crave a freedom to explore, free of the “restrictions” you perceive in process. Second, there’s a need to identify personally with the work—it must stem from inside you rather than emerge from a more external process. You want to create the solution and own it. Third, your role is replaceable enough that you perceive an added value in keeping part of it mysterious. You want to be a magician or shaman or rain dancer. Fourth, there’s a thrill in diving into an empty pool and inventing water on the way down. It’s a drug high to face a blank sheet of paper with each project and, with as little help as possible, make something out of nothing, once again emerging as the hero. Fifth, it’s clear to me that the typical generalist, “full service” positioning that so many of you employ prevents and even promotes lack of process, since each new situation really is new. In other words, the solutions you arrive at are not benefiting from experience like they could, but are instead plagued by the experimental where those who pay your bills could be more victims than clients...Read More
I've had a hand in shaping four of the software products out there, including the two with the largest installed base. And for ten years I've been clamoring for more transparency, enabled primarily by allowing a client to log into your project management software (that's not BaseCamp, by the way) and seeing the status of things. For one thing, why make the AE do that? Every client is different, and this would let them interact with the data on their own terms, with selectable update options to boot.
Why hasn't this caught on? Two reasons:
- Firms say something will take three weeks of work but they don't even start it until four days before the deadline, and this way the client would know that.
- Firms are afraid of interferance in the creative process, where I think it should be more collaborative and with no "big reveals" as we call them.
Anyway, I was chatting about this with a client of mine, Greg Daake, who has a firm in Omaha. He has been thinking the same thing, and so I asked him to write some thoughts on this. Here's Greg...Read More
You'll have to look long and hard before you find a marketing firm that publishes much, if anything at all, on their pricing. That's been true for years, and only recently are firms experimenting with a little more transparency around the financial aspect of what qualifies a prospect as an appropriate fit. And if they are feeling particularly bold, they might even publish some pricing for a few services that they've packaged up so that they have fairly similar deliverables from project to project.
Reasons You Don't Publish Pricing
I'd like to think outloud with you about why that is. I think there are five primary reasons why this is the case. See if any of them resonate with you.
First, most principals don't really believe that the main purpose of their corporation is to make money. They know that it's probably the right reason the company exists, but underneath it all is the truth: the business is an extension of what they want to do personally. The money is nice, but the work is more important.Read More