Fresh, even after 50 years

My MD and I walked towards my client’s office. As we entered the building we saw an MG Sports Car. It had always been there whenever I went to see my client.

We had to wait in the reception for a couple of minutes. On the way I had explained to my MD that the client spoke little. It was almost impossible getting a good advertising brief from him.

Finally, we entered a small conference room. The client walked in from an adjoining office. As we settled down my MD said “I think the MG Sports Car parked here is perhaps one of seven such cars in the country.”

“One of five such cars now” my client smiled as he corrected my MD.

“How do you manage to get the spares for repairs?”

“It is difficult but I manage.”

“How often do you drive it? Where do you go? It must be tough driving in the city.”

“I bring it to the office. Sometimes I take it on a long drive on the highway where the road is good.”

Then the conversation moved on to bad city roads and highways. Thereafter commercial trucks move goods, then to distribution, then to retail outlets, and finally to shelf space for client’s products on the shelves.

“It is a challenge" the client mentioned.

“I see your competitors seem to be doing quite well though.”

“I know. We have an excellent relationship with the trade but we are not able to get enough shelf space.”

“Why is that?”

“I wish I knew.”

“What if we take some steps to find out?”

“What do you suggest?”

“We could look at your competitor's media presence. Besides you could ask your salespeople to check how fast your competitor’s product moves. How often do they have to replenish stocks?”

“Yes, we can do that. I also think we don’t have a compelling story to make people ask for our brand.”

“Quite possible. Let us do some homework and get back. Do you think we can meet in two weeks with some diagnostics? We can explore what to do next after we understand what is not working.”

Back in the office, my MD asked for my observations about the conversation with the client. I recounted everything that happened.

“But what did you observe?”

I did not know how to answer that.

“How did we start the conversation?”

“With the Sports MG car.”

“What happened?”

“He seemed so happy to talk.”

Now it became clear to me. I saw the way my MD had connected the dots. The dots were there all the time.

“How did you do this?”

“I had a hunch that his brand’s presence in media was low compared to his competition. But I did not want to say it. I wanted it to emerge in the conversation. Luckily the Sports MG gave me an excellent opportunity."

“I did not wish to…it would be best to check the facts first. I might have been wrong. When the analysis is complete, we can help the client make the right choice where his focus should be. Allow the client to take part in the process.

You mentioned that he is rather reticent about giving an advertising brief. But he is quite eloquent talking about his business. That is what we need. It is our business to understand the implications of that on what advertising must do for them.”