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My response would have been something like: I realize that you don't want to gamble on attracting more customers with me. However, didn't you take a gamble when you started this business? How did you get started? Then I would follow up with the questions showing how I would fit into their program in the past. Leave them with the thought that you could have helped him even more in the past and can help in the future. Then call back in a few weeks.

Since you are in the graphics business, how about asking if he remembers any ads? Those are graphics.

Jim

Large and medium sized companies make the same mistake - the stories I could tell. Advertising agencies are constantly having to justify their advertising efforts to clients. Some get it, some don't.

The other mistake is thinking anyone can do what advertising professionals do. Small business owners end up hiring or working with someone who doesn't have the skills or experience to realy help the client grow their business but they had the cheapest rates.