Shownotes
Kasim sits down with eCommerce Marketing & Business Development Consultant James Crame, and they share how a proactive approach is the best approach to deal with or avoid client meltdowns. Regular check-ins and acknowledging issues before the client raises concerns are how the best agencies keep their clients happy.
They also highlight how empathy is crucial in client communication, addressing the client's concerns and emphasizing a collaborative effort to solve problems. They also touch on potential issues like competitors bidding on brand traffic and offer insights on enhancing product offerings through digital products. Listen to this episode now.
Watch the full video here:
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Transcripts
must get this.
2
:How do you deal with clients when
they suddenly come to you and go, Hey.
3
:The phones have stopped ringing.
4
:is there like a internal strategy that
you guys have to mitigate a customer
5
:who's in full on meltdown mode?
6
:So here's my advice to agencies.
7
:Number one, and I'm so afraid of
saying this because know this is
8
:going to be thrown back at me.
9
:We should be the first one saying it.
10
:it depending on the client's spend.
11
:if they're not spending a ton, the
longest period of time that will go
12
:without looking at a count of three days.
13
:So if you're spending, five grand
a month, it's probably a three
14
:day check in because there's just
nothing you can do between that.
15
:You have to have time to build up, right?
16
:So every three days
we're going to jump in.
17
:And if we notice a downtrend, especially
if it's distinct, what I want my
18
:team to do is just reach out and just
be like, Hey, James, I saw a drop.
19
:Probably not a big deal, but
I'm going to keep an eye on it.
20
:if you're an agency or an agency owner
or a client manager, That alone is the
21
:thing that will build trust and maintain
trust of the client for a millennia.
22
:And what sucks for most agencies
is most of them are doing the
23
:work, but they're not communicating
that they're doing the work.
24
:So they actually are going in and
they're going, Oh, you know what?
25
:That's a drop.
26
:That's interesting.
27
:It's probably just, The,
a trend or whatever.
28
:I'll come back and I'll
look at it in three days.
29
:But then the client sees it the next day.
30
:They're like, Oh dear
God, what's happening.
31
:And now the next words that you
say are the most frustrating words.
32
:I know saw it yesterday.
33
:It's not a big deal.
34
:and either, if when you saw it
yesterday, you didn't tell me
35
:like, I'm now I'm mad, or I think
you're lying and you're trying to.
36
:Pacify me because anybody who
sees that downtrend is there.
37
:I rate at that point.
38
:So for agencies, number one,
get out ahead of it and be the
39
:one that brings up the problems.
40
:So many, especially younger agency owners.
41
:They think that if they can hide from
the problems, that's not your job.
42
:Your job is to bring the problem and
then sit and watch it with the client.
43
:And you're like, Hey, we're going to
have to take care of this together.
44
:And that's all the client wants from you.
45
:They're not going to
blame you for the problem.
46
:If you can make a reasonable case,
as long as you didn't cause it.
47
:So that's number one.
48
:Number two is anytime a client comes
to you and says, Oh, things are down.
49
:Everything's horrible.
50
:The world's on fire.
51
:my initial reaction used to be like,
calm down, which is the wrong word.
52
:the real key I think to life
is complete and total empathy.
53
:And it's, this looks really bad.
54
:I agree.
55
:Look at what they're looking at
and respond to what they're looking
56
:at the way that you would respond
to it as though it was yours.
57
:So they'll be like, my sales are in half.
58
:And you look at that and you're
like, Oh yeah, I see that.
59
:You're absolutely right.
60
:and man, if my sales got cut
in half, I'd be freaking out.
61
:Let's dig in this together.
62
:And then it's, Hey, you know what?
63
:I think we should actually stay calm.
64
:We don't want to make
any big rash changes.
65
:Let's go figure out why this is, but
trying to jump to logic right out of
66
:the gate, I think is a flawed model.
67
:I think it's empathy first.
68
:I agree if I were you and then
you get to, now it's not you and I
69
:across the table from each other.
70
:I cross over to your side.
71
:We lock arms together.
72
:We're buddies and we're like,
going to go tackle this.
73
:And I realize that feels a little
touchy feely, but I just think it's
74
:so important to stop and to, Put
yourself in the other person's shoes
75
:and realize, man, this for me is a job.
76
:I'm managing one account.
77
:I've got 30 accounts on my slate and
I've got another call in 29 minutes.
78
:For this person, this is their livelihood.
79
:Let me just stop for a
minute and say you know what?
80
:This would freak me out too.
81
:and I'm going to get to the
bottom of it and then do that.
82
:that's the other thing is
actually do the damn job.
83
:That was such a departure, dude.
84
:I'm so sorry.
85
:I didn't mean to get on like a weird
soapbox to Liliquid, forgive me.
86
:No, don't worry at all.
87
:I think, I go off on
tangents all the time.
88
:So I'm the worst person for that.
89
:I had an idea when you were talking
about all the things that could
90
:go wrong to kill your conversions.
91
:one of them that's come up for us often
is, people starting to bid on your brand
92
:traffic or, not just your brand name,
but the names of your products and you
93
:don't realize it, And so you're doing
all this amazing awareness building.
94
:And then I sneak it, which is
something I do, by the way, I'm
95
:not telling you it's a bad thing.
96
:I actually think it's a great.
97
:Doesn't it?
98
:Who doesn't do that?
99
:That's exactly what you're not doing it.
100
:You're flawed.
101
:Yeah.
102
:but somebody sneaking in and scooping out
your bottom of the funnel traffic, and you
103
:don't even realize that they're doing it,
but that's the sort of thing you'd pick up
104
:again, doing a visibility check, looking
at your Google, your front page of Google
105
:and making sure you do that as well.
106
:Not in like your browser, just
so you're not getting served
107
:the personalized results.
108
:if you want to be real sneaky, if you're
bidding on somebody else's brand, go
109
:figure out where their corporate offices
and exclude their corporate, exclude
110
:that geography from your campaign.
111
:And that way, if they're
being lazy about the way they
112
:check, they'll never know.
113
:Oh, that's mean.
114
:Yeah, straight up.
115
:I don't know who would do such a thing.
116
:That's fantastic.
117
:that's one of those
things you would identify.
118
:I'd like to think you'd identify
and just being familiar with your
119
:AdWords account would pick that up.
120
:for most people.
121
:but yeah, Google is going to
show you auction insights.
122
:It'll show you who's bidding on
it, but if you're not bidding on
123
:name, you don't get that data.
124
:This is not as relevant, but, you
mentioned if somebody comes in
125
:and, price matches your product,
or they have a bitter image.
126
:this came from a friend of
mine who sold memory cards.
127
:He sold more money in memory cards.
128
:For two or three years than
anybody else in the world.
129
:He was like the primary, the
number one memory card guy.
130
:he was the biggest buyer from
like the whatever plant in
131
:China makes the memory cards.
132
:The thing about memory cards is a
memory card is a memory card, right?
133
:Like the value proposition is very slim.
134
:You're going to have a hard time
convincing me like my plastic
135
:is actually more durable.
136
:And so the thing that he did that
I thought was absolutely brilliant
137
:is he would put random ad hoc stuff
on the memory cards, like recipes.
138
:And so now you're, it's okay, I need
a 32 gig memory card and I have two
139
:and they're the exact same price,
but this one has, like every Martha
140
:Stewart recipe ever made or whatever.
141
:And it's, and so as weird a departure
is, that is one thing that I think
142
:e comm store owners should do is
supplement with digital products.
143
:if you're selling a barbecue grill and I'm
comparing your grill to 15 other grills
144
:and they're all basically the same price,
but you've got a four hour masterclass
145
:from the guy that just won, barbecue off,
:
146
:Like it would cost you to be like, you
call up that guy who's a local celebrity,
147
:but it's not like he's a billion dollars.
148
:And you're like, Hey man, if I pay
you a grand, can you just record a
149
:video using whatever product this is?
150
:And, or I'll send you a free
barbecue grill or whatever.
151
:And now when I'm comparing barbecue
grills, It's Oh dude, I get that.
152
:And I get the masterclass.
153
:And I think you do that.
154
:I think you do that
for mechanical pencils.
155
:I think you do that for cell
phone, like just give them a
156
:tutorial, how to, or whatever.
157
:And now that bundle becomes a
category of one and you're no
158
:longer competing only on price.
159
:enhancing your offering, in a
way that would be difficult for
160
:a lot of people to match as well.
161
:Dude, the cost of delivery is
absolute zero and it's a little bit
162
:of relationship building and you
just got to edify and credentialize
163
:the person that you're using because
there's some brand building there too.
164
:So many influencers would do that
for free just because now they're
165
:going to get the brand awareness.
