This happened a while ago, but it can also happen to you.
A large advertising agency lost the Mars account after 70 years of service and $70 million in annual billings. The well-known D’Arcy Advertising Agency has been respected for over 70 years.
Don’t you think there were people walking the halls thinking that this account was in the bag… after 70 years? I can hear people now sharing their opinions at the water cooler; “It is all ours.” And “We own this account.”
And then one day, GONZO. Yesterday’s news. See ya later. Sayonara. A fond memory.
Thanks-for-coming.
Stay with me. I know you don’t care about advertising agencies. Neither do I. But the message should be hitting you loud and clear. It’s a mess out there and relationships, although having become the popular buzz-word of the new millennium, are as fragile as people’s self-esteem. Here today – gone tomorrow is beginning to resemble the norm rather than the exception. “What have you done for me lately” has become a very popular question in this instant gratification world of ours.
The long and the short of it is that you can’t afford losing a single good client these days simply because you have fallen asleep at the wheel. People today are playing by a new set of rules. There are no guarantees and the sure-thing is a “thing” of the past.
Your future is up to you. Don’t open yourself up for failure. Don’t allow unpleasant surprises ruin your day. It has happened to many before you. Enough said.
Mike Marchev is the author of the sales book titled Become The Exception and is a popular speaker at industry events. You can receive a complimentary copy of his Special Report titled “Your 12-Word Marketing Plan.” Email Mike and put the number “12” in the subject box. Also, ask about his 3rd Annual Training Cruise coming in November. Mike@MikeMarchev.com.
