Subjectively: we evaluate the adequacy of the customer

[bhasan01854]

Here I will tell you what can serve as a sign of inadequacy of a potential client and what we do when we meet with such “difficult” clients.


1. Advertising campaign goals without numbers . In such cases, the customer expects to increase the number of sales or calls, but does not set specific KPIs. The potential client cannot objectively evaluate the sales funnel and often operates with vague formulations.

As a rule, a lack of understanding of basic indicators leads to protracted project approval and subsequently takes a lot of time from technical specialists to explain basic terms.


2. The task is to improve the indicators by ios database several times, tens, hundreds . For example, to receive applications at the price of a click or to increase the conversion from advertising to 100%. In almost all cases, such requests indicate the "digital immaturity" of the person filling them out.

The only correct option is to ask if the person was trying to make a joke. But when we are talking about a monthly budget that exceeds the marketer's salary, such jokes are bad form. In such cases, it is worth appealing to the client's historical data (the results of previous campaigns), and if there is none, offer a test launch of advertising.


3. "Do as this and that one says ." This request is common among customers inspired by cases told at specialized conferences and webinars. But the nuance is that in almost all cases the speaker does not talk about all the difficulties of the project.