adapting business to client needs.

Your business has to be adaptable to clients’ needs

adapting business to client needs.“I have to use it or lose it. ” That’s what he told me.

There was still a bit of money left for marketing. And if it wasn’t spent next year’s budget was going to be reduced.  I’d spoken to him before about doing some work and nothing had come of it.  Now he had some money and he didn’t want to waste it.

Obviously my full pop marketing retainer package was not going to work. Not for one month. It wouldn’t be worth it. But he wanted a pitch. So I thought about a package that would meet his budget and not undercut my own value proposition.

I presented two options.  The first was a marketing webinar to show his team how to align marketing content with sales.  The second was what I called a “social media makeover” where I would come in and connect all the content pipes to LinkedIn, Twitter and Facebook to automate distribution across multiple channels.

Both options would take about the same amount of time and would come in at the numbers he needed. Neither option is a service I advertise or promote on my website. But I certainly do both on a regular basis for my clients.

When you have a set business model it’s easy to state what it is you do. In my case it’s marketing for consultants, trainers and professional speakers. But that’s not all I CAN do. Everyday I work across multiple marketing channels using skills that are transferable between most industries.

So if someone asks me to do something – even if it doesn’t fall neatly into the niche where I spend most of my time – I say yes. That’s because I’m adaptable to what my clients want. Unless it’s something I absolutely can’t do you won’t ever hear me say “I don’t do that.”

These smaller projects are rarely very lucrative in the short term. But they demonstrate value and a willingness to work with a client’s budget. So you never know if they are going to become something more in the future.

As a business owner you need to be ready when somebody offers an opportunity. You must see beyond your listed offerings and be able to think about what your clients need. If YOU still have some budget for marketing, let’s see what we can work out before the end of the year.

Contact me directly at 416-371-2680 or

Aidan Crawford

Aidan Crawford is president of Short Circuit Media. His main job is helping consultants, trainers and professional speakers get their marketing in order by creating and implementing strategies to help them reach their target audiences.


Let’s have a quick chat about your marketing goals and see how I can help.
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