Look at all of the small businesses out there that only advertise when they have sales. “20 Percent Off! 30 Percent Off!” Many of them will spend 97 percent of their advertising budgets going after the worst, most disloyal three percent that would only buy if your client’s prices were the absolute lowest available.
Nobody in media sales likes this surprise, “Cancel my advertising. It’s not working.” Wouldn’t it be a shame if the only reason the client called to cancel was based on false information?
I wince when I find out that the person I’m speaking with is not the advertising decision-maker. Instead, I spend an hour with another depressed “marketing director.”
If I knew what the client’s average sale was, and if I knew what his industry’s gross margin of profit was, then I had irrefutable evidence that my budget suggestion was well within the client’s ability to pay.
