When and How to take assertive decisions in B2B Marketing

It is normally necessary to take assertive decisions. We may be assertive by nature but business is not about assertiveness always. It might require manipulation and other such strategies to constantly capture leads and convert them into monetary business. But those are not the best of practices and it puts us in the receiving end all the time.

We may have to be assertive under certain conditions and start to do a world of good to our own business where and when necessary. You might really try to maintain good relationships with the clients but what if the customer is not on mutual terms and lacks transparency and business protocol. This happens every now and then and you may have to call it quits.

Let us see where and when and how you can take assertive decisions and know when you have to say, “Good bye,” to a client.

Apply the Pareto Principle

The Pareto Principle is one which can be called a universal theory or law that states 80 percent of business happen out of 20 percent of customers, activities and practices. Concentration of resources and strategy towards the 20 percent of clientele can lead to large scale businesses. This doesn’t mean that 20 percent customer base is enough for us to run the business.

There has to be more concentration on the 20 percent customers and enriching relationships with them will enhance our business. It also leads to the elimination of the client who makes the least business or worse, the one who might turn out to be a liability by keeping payment overdue. Otherwise, a business partner is always a prospective, future partner, quite optimistically.

Unruly Client

There is always a possibility of an unruly client in our customer database, who doesn’t want to pay, who doesn’t want to refer anybody to your company, who is not quick to respond when informed about payment, responsibilities and other such unruly behavior. These clients have to be immediately disposed and you have to understand that these clients are dispensable to your business.

No present and future benefits

Every bit of work is a learning process and you have to learn all the way to become a well established business. Each project makes you learn something or the other. It is possible that each and every employee of your company and yourself learn one new thing from a project each passing day. But this may not happen on a certain project that is of little use to you and your company. The challenge presented might not help you grow and so can be immediately disposed from your customer base!