If Your Client Can't Afford It, Then They MUST Afford It!

We are living in an economy today that most of us have never seen in our professional lives. Our clients are living in these same times, and often I will hear them say, "I just can't afford to advertise my business right now, I just don't have the cash flow." My question to them in response is, "If you don't have the cash flow now, how in God's name will you get it without promotion/advertising?" At this point in the conversation, I usually get a blank stare, with a reiteration that they simply can't afford it. Here is a fact (and I state this fact to clients everyday in exactly this way): "If you believe that you can't afford to advertise because of cash flow, then you MUST advertise immediately and continuously." You may be thinking, "Salesanswer guy, that sounds good in theory, but where oh where will the find the money to pay me?" Simple, the same money that they were going to cut from advertising, they will simply have to cut elsewhere, employees, stock, supplies, frills, or maybe get a loan...here's the point: Ask your client if they expect to be in business in a year...their answer will most often be "yes." If that's true, then they can find a way to get all of this back on track, but NONE of it will be back without advertising to create the cash flow. Be a resource for your clients, pair them up with other clients for a lesser cost on advertising, come up with turnkey promotions for them, help them weather this storm, and you will reap the rewards of their success down the road 10-fold!

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