By Ted “Dante” Bahr
First Level: Customer agrees with your proposal, is excited, but needs the price lowered. With that negotiation settled, both parties are ready to go.
Second Level: You send proposal exactly as agreed. Client goes dark. Radio silence. Nothing. This can last weeks.
Third Level: Response! Excited. Has proposal. Foresees no problems with it!... Just has to get boss to approve...
Fourth Level: Potential silence for long period of time. Then… customer surfaces! Ready to go! Boss has approved!! Send the insertion order!
Fifth Level: Received Insertion order. Looks good. No problems. Really committed to the program. They’re definitely doing this and... just need to get the BOARD of DIRECTORS to approve.
Sixth Level: Won’t respond. Won’t send back the order. Customer frequently said they tried to fax it once….but now… at a trade show…. and then on vacation. Happy to confirm that they DO have the IO…. (this too can last weeks).
Seventh Level: Faxed insertion order in hand! Sale is done, handed over to traffic production teams. Bombay sapphire martinis at Abel Conklin’s until…… client hasn’t sent creative. No ad. No white Paper. It’s not done yet. “We really want to use the NEW CREATIVE.” Should be ready…. At…. the…. end…. of….. this…… week…… Take the order back off the books…
And that’s just for a customer who wants to buy!
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Hilarious. And my personal trainers don't understand exactly why I have no trouble pursuing a client who claims they've never exercised in their life, for months and months and months. Because eventually... they will! Yes means yes. No means not today. Clobber them!
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