Archive for December 8th, 2010

Dear Danielle: How Should My Client Market?

Dear Danielle:

I have a client who only sells wholesale products with an occasional retail customer. I have convinced him to think about sending a mass email marketing campaign/newsletter for his wholesale customers since his previous website designer never even introduced this idea to him. His response was that he only sells to wholesale customers and is not sure what to send to them.  My suggestion was to send loyalty rewards, small one-time bonus, or a small gift thanking them for their business. Do you have any suggestions for a marketing campaign from a wholesale company to its customers? –LN

Nah, I don’t get into advising clients on how to market their businesses. That’s not administrative support and marketing consulting isn’t the business I’m in.

I might offer my views and suggestions from an administrative standpoint. I might also provide them with some of the administrative support related to executing and implementing many of their marketing activities and initiatives.

But beyond that, how they market their business is up to them. Or between them and their marketing consultant.

I think too many administrative experts are pressured into thinking that they have to fill ALL these other roles in their clients’ businesses. And that’s just not the case. The ONLY role you have to fulfill is the one you are in business to fulfill—administrative support. You will burn yourself out really quick trying to be all things, do all things, for clients, not to mention greatly diminish your effectiveness with all the constant switching of gears.

I mean, would you ask a plumber to fix your car? Of course not. They’re completely different kinds of expertise and lines of work.

Have opinions. Share ideas, resources and suggestions. Being a partner to clients means they get the benefits of your experiences and input. That’s definitely of value and they might learn or hear about something new because of that that they wouldn’t otherwise. But don’t feel like you have to take on roles you aren’t in business to take on and that aren’t your responsibility to take on.

And definitely don’t expend your time and energy being more invested in helping with something that the client isn’t even interested in. You can’t care more about their business than they do themselves.