It’s a Knockout!
Recently I said NO to a new client. It was a prestigious facility, doing fascinating work, with a huge conglomerate parent.
The first job was worth hundreds. The campaign promised thousands. Was I mad?
No: I was saving my sanity, and living to fight another day.
Round 1
The briefing went well. The General Manager (GM) was smart and the Marketing Officer (MO) friendly. I had loads of relevant expertise and they answered my questions with growing enthusiasm.
The feedback from my pitching partner was great. We’d blown our competitor (who met the client after us) out of the ring.
Round 2
I wrote a three-page summary of the meeting and my subsequent ideas. I described the facility, its strengths, its multiple audiences, what we wanted from each and how to get it.
My partner thought I’d nailed every point and we looked forward to a win.
Round 3
The MO said my summary was excellent. I asked if he also spoke for the GM, as it was crucial we were all on the same page. He said he’d get back to me.
Despite being chased round the ring for several weeks, the GM never responded.
Round 4
A second meeting was called. Into it came the National Marketing Manager (NMM) of the parent group. A heavy hitter. Suddenly we realised this match was tag team.
After disrespecting the MO and pointing out that my partner and I were NOT an advertising agency, the NMM made it clear that he was in charge.
For ten minutes we were on the canvas. Then the ropes. We survived the event and got the NMM to agree to indicate where my summary had and hadn’t missed the mark.
Round 5
Despite follow up calls and emails, neither the GM nor the NMM replied. Instead, they met with a ‘real’ ad agency.
At this point, I bid farewell to the 11 hours I’d invested and pulled out of the pitch.
The Winner?
I’ve learned from bitter experience that it can drive you crazy to work with clients who:
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Snipe at each other.
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Can’t communicate.
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Won’t commit.
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Play politics.
I’ve lost a shot at the title, but I still have my fingers and teeth.
Have you ever been mismatched? If so, did you come out swinging or throw in the towel?
Paul Hassing, Founder & Senior Writer, The Feisty Empire
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G’day mate…:-)
Yep! Seen it all too often…how do you think public policy gets developed?
Seriously mate, I wouldn’t have called that a knockout but a great big fat WIN on your part. Seems to me that they were too busy trying to knock each other out. You were just collateral damage.
And if you felt bad because of the amount of time it took:
* because you felt it was wasted; or
* because you felt you should’ve known better…etc
Consider how much time they wasted with their pathetic petty internal constant & never ending improvement & teamwork.
It never ceases to amaze me how quickly the corporate world will grab hold of ‘new ideas’ and use them to reinforce a status quo.
They’re like giant hippies that find out we’re all mirrors for each other, so they immediately make it policy that everyone needs to face their issues and take responsibility for their actions. So they all start pretending to be happy & enlightened & telling others whats wrong with them & how to fix themselves. Blaahdy blaady blaah!
End result? – Plausible deniability.
If we can have an Australian Happiness Institute ( http://www.thehappinessinstitute.com/default.aspx ), that boasts many workplace & cost benefits of being happy; then don’t you reckon it would be reasonable to have an Australian Denial Institute? At least then we could begin accounting for the massive hidden cost of this kind of petty egotistical ignorance-based stupidity rampant in our culture, especially at the highest levels where it is enshrined in a legal system designed to protect it from anything with a lifespan of 200 years or less?
Ooh! Did I just have a little rant?
I’m just so sick of the bullshit I’m afraid. It’s been going on for generations. Then the Internet comes along with Web2.0 & now Web3.0 (neither of which anyone has been able to define or quantify), and instead of just copping it sweet and owning up, what do many of the large organisations do? They spend bazillions of ‘WHOSE MONEY?’ trying to measure it! Why? So they can control it! But now they’re just missing the boat, while the public are starting to be able to peep through the cracks in the armour.
If the basic principles of psychology can apply to an individual, and a group, then why not a larger group, a company, a state, a country, a planet…?
If I have deep unconscious/hidden issues, they will eventually come out…won’t they…whether they’re suppressed by drugs or not…won’t they?
Aren’t they? But how much will it cost us to relax…and moreover how much will it cost us to learn…and moreover, over, how much has it cost us so far to ignore it and pass the buck?
Silly humans…wake up!
Cheers
Some puritanical elitist wanka and pompous ass that has temporarily possessed Stephen G ;- P
Dear PEWAPATHTPSG (mind if I call you 3PPO?),
Thank you for one of the best rants we’ve had. Your comments make my posts look decidedly thin!
There MUST be a radio frequency out there with your name on it.
I can see it now; a 12-hour talk back show: From Here to Ethernety.
Best regards, P.
It is interesting to see a lot of blogs and chat online at the moment about sacking customers. Not sure where it sits in the cycle of small biz battling through the recession to secure clients…building up the business…growing in confidence….getting to the point that with wisdom, maturity and experience we know when to hold em – and know when to fold em. Here is a take on a similar theme: http://www.thebrew.com.au/BlogRetrieve.aspx?BlogID=1154
There’s no bluddy ’bout’a'doutcha Cobba!…Ya got me RnOTFL here
Did we just invent a new swear word?…or at least another ‘Twiteviaton’?…”PEWAPATHTPRSG”…I can almost pronounce it!
Perhaps we can trim it a bit to ‘PEWAPATH’?…a chronic need to kick up a stink!?
…Macquarie Dictionary here we come! Ha! Spike’ll have a conniption when he sees me mention good ol’ that (i.e. the MD).
3PPO works well too…perhaps I can use that during my 12-hour Talk Back Shows? Geez! Am I that bad?…or good I suppose… Bad is easier…;- P
Thanks mate…I think? :- P
Cheers
Stephen G
Pewapath LLB, Dip-Stick Esq.
Thank you, Bambi. Great to see you over here from Twitterland. Hope you’re not jet lagged. I will check that link out with interest. Best regards, P.
Hi Paul,
The biggest issue around trying to win a contract is when the other side is not letting you know what is really going on internally in their company. When I worked in corporate for a number of years one of the favourite tricks was to make out that you had the authority to make a decision when in fact you were only part of the process.
Part of my due diligence in getting to know a potential customer is to find out how decision making takes place in their organisation. If you can find this out you’re in a much better position to ‘push’ when you need to and ‘hold back’ if the person in the room is not a decision maker
That’s a fantastic point, Andee! Man, if I’d done that before we got so far into the process, I’d have several more hours to live. Thank you for chiming in; your comment rings true!
What you have here is a classic and deadly pissing competition and you need to stay right away. Having worked in marketing roles for 15 years in big brand companies (Black & Decker, adidas, Nike, IXL to name a few) I have seen this all the time.
This is not about you or the work or even the company it’s all about the positioning, internal politics and gamesmanship of the Marketing Manager who clearly sees himself (or herself) as the big dog on the block. The GM while initially interested and engaged has backed away (probably after a conversation with the NMM) and so you won’t hear from him again.
The NMM has then slammed the MO for initiative and getting the GM involved without letting his boss (the NMM) know. Therefore the NMM (big ego, small ability) has to discredit the MO choice in front of him (back in the box) and he has to save the day by bringing in a ‘real’ agency.
Result? The larger agency will cost heaps more, the work will not be up to your standard (non specialist) and the company loses but the NMM feels like a hero. This is corporate crap at its dysfunctional best and has no place in business.
I had a similar issue with a recently promoted National Sales Manager (NSM) who came into the office and put his feet on the desk of the female customer service manager and tried to intimidate the marketing team.
I called his boss in (GM) and gave it to him about his lack of judgement in his selection of NSM and his lack of control. The message got back I can assure you. This attitude and behaviour will destroy a company and you are right is staying clear.
Send a note to the MO thanking him for his time. One day he will be the NMM and hopefully will not confuse the company’s position in the world with his own.
Dear Malcolm, only you could combine the wisdom of the ages with the unbridled delight of ‘classic and deadly pissing competition’!
As a person who experiences language synthaesia more than many, the scenes you’ve triggered in my mind have to be seen to be believed.
Your high level corporate insight into this issue is also much appreciated. How wonderful to have your perspective and reportage.
I heard that the MO was crushed by the smack down and also felt that my efforts to channel the NMM’s ‘energy’ were hurtful. Thus there are many bridges to rebuild.
Your behavioural theory fits all the facts as I recall them. Thank you once again for such a valuable (and comforting) contribution. Best regards, P.
God! This agreeing whole-heartedly with Malcolm is getting depressing…come on Malcolm, say something I can can at least argue with?… :- )
Butt seriously…I can only echo Paul’s praise and thank you for filling in the missing pieces to this important topic; the reality of which seems sadly to have become ‘the norm’.
Many thanks
Cheers
Stephen G
PS Ooh! I only just noticed the “You can add images to your comment…” link, below the “Submit Comment”. Our Beloved ‘Deep Ocean of Mystery’ has quietly working her magic from the Mysts again…Thanks Megan. Don’t tell me…you did it 2 months ago, right?
Hear hear, Stephen. Malcolm is rather a dab hand at this caper.
Thanks for the image tip. Mystress Megan neglected to inform me of this development. Perhaps I’m not important enough… Lucky I’ve got your egalitarian eyes on the scene.
Well, I’m off to give this piccie thingo a go! Spoiler alert: This image concerns a new character the next Terminator movie…
Hmmm. A fizzer? Or did Warner Bros get there first…
Still no good.
Hi fellas,
I added that functionality when we posted Stephen’s first pizzas. The images need to be hosted somewhere else though, if that makes sense – you can’t upload them directly from your PC. You need to use the link from wherever they’re hosted.
Ah, of course! Now I recall. I have judged you harshly, Megan. I must be punished.
I tried the URL from one of my Twitpic photos, but the system didn’t dig it. Is there a more stable photo platform you can recommend?
Ooh! A Spanking, A Spanking!
Now you’re going to have to add an ‘Add Your Videos’ link for that one Megan…
I can see the new video website launch already:
‘PAUL – People worth spanking!’
;-P
Cheers
not Stephen G
Well, I just heard back from my pitching partner.
The NMM of the parent group dithered right to the deadline, without committing to anything.
He then gave the client only a small fraction of what they needed for their rebranding campaign.
Next, he dumped the ‘real’ ad agency and pulled what work there was into head office.
Finally, he confined the entire communication initiative to mere business-to-business letters.
In short, a complete vindication of the NMM’s power and a complete waste of time and effort for all other parties.
In the immortal words of Mr Kenny Rogers:
‘Oh, you gotta know when to hold ‘em; know when to fold ‘em; know when to walk away; know when to run…’
An interesting take from SmartCompany:
http://www.smartcompany.com.au/aunty-b/20091209-i-manage-the-client-from-hell-help.html
I agree 100% with what Seth Godin wrote today:
http://sethgodin.typepad.com/seths_blog/2010/02/more-more-more.html