As I enjoyed my Sunday morning coffee, I reflected on a recent conversation with the Amazon Brand Owner of a $16mm brand. We discussed the brand's declining sales on Amazon, which are not only decreasing but also dropping at an accelerating rate despite trying various solutions.
During one of my initial consultation calls, I always have two goals:
1 – Provide at least one nugget of advice gratis which the potential client can use immediately.
2 – Learn enough about the potential client to assess compatibility.
During our call, I came to believe I could assist in enhancing his business.
However, his resistance to new insights led me to conclude we weren't a good fit. It became evident the client's reluctance to embrace change and leverage new tools hindered progress.
Am I disappointed I am not adding a new client? Of course. Am I disappointed I am not adding this client? No because a successful collaboration requires openness to new ideas and a willingness to evolve.
The nugget – depending on the sku, up to 83% of the brand searches are going to competitor products. I suggested he add some defensive advertising campaigns to defend his brand and explained why. His response, “I don’t need to because my brand is so strong, anyone searching for my brand will only select my products from the search results”.
Sorry, but the data says otherwise. Sigh.
On a separate note, I have availability to onboard new clients. If you or someone you know could benefit from my expertise, please have them schedule a complimentary consultation.
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