How do you entice a client who’s a tad pissed off with your
publication? This was the question recently faced by Chris Pitchford,
group advertisement manager of Haymarket Publishing’s Marketing
Pitchford made an appointment to see Alison Petrash, marketing director
of Braywood Fulfilment, after she had sent a lengthy e-mail to his boss
suggesting that the magazine was not giving her company the kind of
attention it deserved.
Pitchford walked into the room expecting a rough ride - and walked out
with a 12 grand supplement under his belt. So how was it done?
Pitchford explained: ’You have to address the client’s concerns
Apologise, take it on the chin and smile, while discussing ways of
resolving the problem. You should be professional, but a few light-
hearted comments to defuse any tension aren’t necessarily out of
Whatever Pitchford’s technique, it certainly worked. On top of the deal,
Petrash’s next e-mail was full of praise for our hero’s professionalism.