"Oh Hi Sanjay, Is your company not in touch with you? We
really don't need you anymore and we cancelled your contract
yesterday."
I turned pale!
"Would you like a glass of water?"
Here's the story:
About 13 years back, I had just moved from India to
the US after securing a job. The visa was done, the clients
interviewed me and were really impressed with my knowledge
and couldn't wait to have me on board working for them.
The consulting company was thrilled and were glad
they hired me. I was treated like royalty up until that one
moment.
They put me up in a great hotel in a really expensive
neighbourhood in CT and gave me some advance money.
I was supposed to show up at the clients doorstep in
2 days and was brand new to the country – not knowing anything
about the culture or even how to call a cab.
I waved at one and he waved back at me … WTH!
This company knew that I would be sent from India to
the US and for some reason, they cancelled the contract just
prior to my arriving. The hotel being expensive, I had found
alternate cheaper accomodation.
On my first day, when I went to say hello …
THEY LET ME GO!
After moving half way across the planet, leaving my
home and a really good job I had back home, I came to a place
where I got fired before getting hired!
Don't know if anyone can top that.
But there are 2 things that happened here.
Yes, I am human and I froze. But that lasted for
about 5 minutes after which I went into problem solving
mode thinking of alternatives.
When life throws you lemons, make lemon juice (it's
more versatile than lemonade and can be used in many things)
The other part is losing a client. The company did
not know they are going to lose a customer because they were
not prepared.
This points to only one thing – They did not know
the customer well enough to predict it.
Once you know your customers well enough, you should
be able to predict with reasonable certainty what they will
react to and what would appeal to them.
When you send them some kind of marketing piece, like
a coupon, an e-mail, a sales letter or a promotion – do you
KNOW how your customers will react, or are you just flying
blind?
Some of the best marketers (especially ones with the
most amazing track record) know their customers better then
the customers know themselves.
That's it for today,
Sanjay
PS: When you don't know your customer well enough,
even a legendary business owner pours $300K down the you
know what.
Listen to his interview at MasterCopywritingAudio.com
to learn one of his biggest mistakes and how you can avoid it.
