Had an interesting conversation during a needs analysis today....went something like this:
Apparently the Dex salesman told my prospect that he should expect $13 in return from every dollar he spent in Dex advertising. Web + Print....
My client spends $350 per month.....I didn't do the math with my prospect out of fear of seeming argumentative...but you can bet I will bring it up on Monday when I bring him a proposal
Doing the math now $350 x 13 = $4550 x 12 months = $54,600.00 per year!!!! Wow!!!
This is a relatively small one man computer repair shop....i would think he wouldn't have to advertise at all.....besides Dex that is. By now (2 years in business) he should have plenty of adoring fans from those 2 years of Dex advertising, on top of the 55k he sells each year with new Dex business.....
Yet...he called me to advertise and wants to spend between 600 and 1000 per month on radio. He asked me how many dollars he should expect in return from every advertising dollar he spends with me....Even if I had a "study" to fall back on with numbers I wouldn't dare spout out dollars to dollars numbers with this prospect at this stage.
Wow.....
Comments?
The interesting thing is that he thinks he is getting the ROI!
when we do the math together on Monday...he will change his mind I'm sure.....he probably hasn't ever done the math
