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2. "Sorry, but you're just too expensive."
"You're just too expensive" might sound a lot like "it's not in our budget," but there's a subtle difference: Here, the client is saying the problem is with you, not them. As a result, beating this excuse requires a different approach.
Bruce Felber, MAS, director of marketing and sales support for The Image Group, Holland, Ohio, suggested getting the client to consider its objective. "I would circle them back to 'What's the objective and what are you trying to do?'" he said. "Because expense is relative, and in marketing, it should never be an expense. It should be an investment," he explained. "It shouldn't cost you marketing dollars, it should make you money. It's an investment."
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Michael Cornnell
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