Negotiating For Marketing Professionals: Tips For Securing More Clients
Jennifer Walton is the Chief Brand Officer at SkyNow Consulting, a marketing and brand strategy firm with a focus on diversity, equity and inclusion. His work focuses on helping medium and large organizations develop effective marketing strategies. He joins Negotiate Anything to discuss the difficult conversations that can arise in the marketing profession and how to overcome them to win more customers and improve your business.
Sales marketing as an income generator
Walton begins by saying that for many companies, marketing is seen only as a cost driver. He likes to start his talk by reiterating the importance of a strong marketing strategy in driving sales and driving top-line growth. From then on he emphasized his experience.
"Many people think of marketing as something they do or experience every day," Walton said. try to walk
This can be a difficult conversation for marketers, as many executives consider them the crucible of marketing. That said, Walton's strategy was based on asking the right questions from the start.
This usually starts with figuring out what success looks like for the future. From there, develop a specific marketing plan that will help them achieve those specific goals.
"We have to go back to those questions in the first place," he continued. "Let me ask you these questions so I can understand how you ended up where you are."
Use first-hand experience based on facts
In addition, Walton encourages clients to evaluate their strategy from a customer perspective.
"When you think about the major brands you work with, what sets them apart is that they're customer-centric," he explains.
He advises companies conducting research that informs a target customer's experience with a brand. This way, you help back up your strategy with data and research that customers themselves have collected and validated. With this information, you can develop a strategy that closes the gap between your current and desired position.
This can be a very powerful persuasive strategy because it takes the pressure off the marketer's authority and puts it on what the data supports. This can reduce the hostility (me vs. me) of the conversation.
Master your ego successfully
As Walton points out, much of that strategy depends on the marketer's ability to keep his ego in check. This can be difficult, especially if you are trying to establish yourself as an expert at the same time. This can be especially difficult for professionals with a marginalized identity.
“As a black woman, it would be much harder to convince white male decision makers to lower that ego or trust my abilities,” she shared.
Walton's main strategy was to use customer reaction as a guide. After hearing their answers, you will think of them as questions. When they made suggestions, he took them into consideration.
Basically, you are convincing yourself that your idea is your original thought.
"It's like letting someone else win a bigger war," Walton said.
Instead of letting your ego get in the way of customer acquisition, with a little humility you can not only close the deal, but you can implement marketing strategies to make the decision maker feel confident.
Equally important, according to Walton, is the establishment of continuous learning cycles. The marketing landscape is evolving in many ways. Being open to new ways of thinking can help marketers stay humble as well as maintain a high level of expertise.
In general, Walton believes that trust and respect will be at the heart of any difficult conversation. He asks all professionals to prioritize cooperation.
"I want to leave behind a legacy that says, 'I'm working with you to create a core structure and activity that can live on and thrive while I'm gone.'
Follow Jennifer Walton on LinkedIn to learn more about her work. To listen to the full episode, click here.
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