An action plan is crucial if you’re seeing unsatisfactory results because it shifts the client from a negative perspective (“the campaign isn’t working”) to the positive (“here’s what we’ll do to make it work”).

Any plan that you present should always be detailed, thorough, and relevant. If you can, include a timeline for when the client can expect to see a more positive trend. No matter what your plan is, the trick is to always present with confidence and expertise – if you seem unsure about your ability to succeed, the client will be unsure as well.

If the source of the client’s frustration is a misunderstanding of the data, this is the time to set the record straight. We like to call this “mental judo”, or countering negativity from the client with positivity and facts. Here’s what you can do:

• Reframe their understanding. If your client feels like they’re not getting any additional calls or visits, they may think that your marketing strategy isn’t working. Back up your claims with data to show them that there is progress, even if they don’t “feel” it.

Example: I know that you believe that new users have declined this month. This data shows that new users have actually been steadily increasing over the last few weeks.

• Validate and explain. This is a good way to agree with your client while also addressing their concern. Explain that while their observation (e.g. drop in referral traffic, fewer calls) is correct, there are other factors to consider. If you have an action plan, lay it out here. Even better, be proactive and get started on the action plan before you meet with the client! It’s better to tell the client what you are already doing to solve the issue versus what you will

Example 1: You are right, new users have declined this month. But with that said, organic users have increased 30%, and organic CTR is also way up. New users declined due to a sudden drop in referral traffic. So to make up for the decline in traffic, our plan is to…[explain action plan].

Example 2: You are correct, calls are way down this month. They also tanked this time last year. I pulled the year-to-year reports from the call tracker, and every year around this time, the calls drop off.

Example 3: You are right, referral traffic did see a serious dip because we lost an important link. That is why our link outreach team is working overtime on your campaign. We sent 300 outreach emails this week, and we also commissioned our top writer to create an expert roundup that will drive new link growth. We’ve also arranged for your brand to get mentioned in a top industry journal.