Just like in real life relationships, some people, businesses and organisations need some services or products but they won't acknowledge they need them. Have you ever met someone with body odour and you try to market the use of perfume to them, but they tell you they don't like artificial smell. Some businesses are like this, their whole business is not sailing the way it is supposed to sail because they refuse to adopt a needed system or a switch from old ways to new methods. From my experience in the field of digital marketing a lot companies will not bulge to your proposals or recommendations even when it is obvious it's what they need.
Some companies want to start a new marketing drive when their website is not built or ready for it, some are still stuck with brick and mortar ways of marketing that they refuse to move, while some will be the one advising you on exactly what they need, the channels they need to employ for marketing and forgot you are the expert. Another category are those that already tried something similar to what you are proposing but it failed, based on one ill reason or the other which they will not acknowledge.
What can we do as marketers or business development managers to convince these people? How do we force a donkey that is not thirsty to drink from a lake? The answer to this is... , well, there is really no single out of the box answer than to hope sometime someday soon, they change their mind and adopt what we are proposing. However, let's be wise while dealing with people that will give us a marketing or business development jobs and force their methods on us and expect us to take responsibility for the outcome; we are actually going take responsibilities for it, especially if it's not successful.
If you are reading this and you are one of the people with the relationship status - 'single but not searching', this article is meant for you. Let's try and relax our systems and beliefs, let's trust other methods that will guarantee business growth. Let's adopt new channels, try new strategies, tread on new terrains and most importantly start a new relationship and connection that might lead to a more fulfilled business life.
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