You treat your biggest customer with respect
Canada needs a smart sales manager
I lost one-third of my revenues in a single phone call one bleak morning. It taught me an indelible lesson about doing business with Americans.
I had been writing a promotional newsletter for Hewlett-Packard for several years; HP paid extremely well, which was fair given that Technology writing is one of the most demanding, precise and time-consuming kinds of writing a professional can do.
I had received many compliments and positive comments from key people at HP in Mississauga – including personal thanks from the American CEO who complimented me publicly one memorable day. I had no reason to think my clients were anything but happy with my work.
Until the day the phone rang and I picked it up; it was my Marketing contact, Linda.
“Rita,” she cleared her throat and spoke clearly. “We have hired a public relations firm that specializes in Technology marketing, and your services are no longer needed. Thank you very much for all the work you have delivered for HP over these years. You will not be writing the next newsletter.”
Obliviously optimistic, I thought Linda was being needlessly dramatic.
“Well, the new firm is going to need a copywriter who knows HP products. I can write for them,” I replied blithely.
“No. They have their own staff, and will be using their own writers.”
“Well, I am sure there are other marketing projects the product managers will need help with; there always are. I can work on those,” I pointed out.
“No,” Linda reiterated firmly. “The new PR shop is going to be taking over all of that. HP does not need your services any longer. Thank you for your work; but there will not be any more projects.”
BAM! One-third of my income vanished in a single phone call. The timing could not have been worse, as I was a single mother scrambling to keep my bills paid and my family afloat; it took many, many months for me to regain the revenue levels I lost when I lost Hewlett-Packard.
I am watching Canada’s cavalier attitude and demeaning language toward the United States of America during the current trade talks with true shock and horror. Should these talks fail, Canadian breadwinners and families will be launched into a scramble so horribly painful, some may never recover.
The United States is Canada’s biggest customer by far, purchasing almost 80 per cent of everything we sell. Yet, citizens and media are cheering on Mark Carney and Doug Ford as they heap scorn and insults upon Donald Trump and the millions of Americans who voted from him twice. This is not how you treat your largest and most important customer.
Canada has enjoyed a blessed and golden existence, sharing a peaceful border with the greatest economy in human history. We seem not to realize that the vast majority of the revenues we need to maintain our prosperous state may be cancelled in a single phone call; that phone is ringing now.
The harsh truth is that Canada needs America far more than America needs Canada. In the business world, a smart sales manager would give this fact serious, respectful consideration. They would not cut off their nose to spite their face.
We would all be better off if the tax dollars we pay politicians were spent on leaders who understand this, and will do the work required to maintain such a crucially important relationship. Otherwise, Canada will never stop paying for their incompetence.
