When a $695 per month account is emailing you 5 times a day, wanting to change ads, test things – they do not get more of your time. They get to wait. If they pay you more money, then I will give you more time. I’m good at marketing and technology. For those reasons, my services are highly sought after meaning I have accounts paying me 10K, 25K, 5K, 12K per month. You pay me $695 so you will get that proportion of my time at the agency. If you don’t like it, then you can find another CMO or find another agency. You won’t get a higher level of service.
A professional should’t feel bad about these types of account management decisions. You must manage your time properly or needy underforming clients will take up all your time leaving you nothing for the big dogs, the whales. Funny enough rarely will big accounts tag up your time. They are busy running their business and understand a successful business person hires other people to perform certain business functions because they themselves cannot perform the business function. The business owner either doesn’t have the time or doesn’t have the skill.
I’ve had to learn to dedicate proper amounts of time for each of my clients in relation to A) how much they pay me and B) how well I believe I can grow their business. In the beginning as an executive, you want to please everyone all the time. That’s not scalable. As you learn and gain more experience prospecting, selling, and managing the best accounts will move your LQ needle. You need to focus on the accounts (things) that matter – period.
People with no money will constantly be trying to pull your attention toward their problems because these people continue to think so small.
You need to set up boundaries in your own mental kingdom preventing you from ever engaging or feeling bad about NOT engaging with small accounts, small thinking people, underperformers, lazy people. Cut the fat to run faster #darwinism
I’m not saying you shouldn’t serve your clients. Serve everyone to the best of your ability. What I am saying is to be smart and effective in how you serve your clients through a two fold criteria:
1 – how much they pay you
2 – how well you can grow their business