By effectively communicating the prospect's perspective and attracting the right prospects

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So in addition to tracking performance, John implemented tools like call tracking to attribute sales to marketing campaigns he ran directly. This shows clear ROI and his work is leading to real customer acquisition.

While the occasional "unqualified" client slips through the cracks, John rarely afghanistan email list receives requests or frequent changes from clients because his marketing hourglass process allows prospects to understand their differences and reveals gaps in marketing. This process led them to ask John’s agency how to solve these problems, rather than pitch to the client.

, John and his team set the tone for the collaboration from the start. He avoids encountering demanding clients who constantly want to change strategies later on. A relationship begins when you discuss with a potential client what you can do together.

Serve the right customers and build trust
John said he rarely loses clients, but if he does, it's usually because he told them what not to do. His company advises clients not to blindly follow trends unless they believe it will truly benefit them. They take a pragmatic approach and focus on practical strategies to best serve their customers rather than just chasing trends.