As publishers and sales executives, we naturally welcome high value deals in any form. Still, there are instances in which an initial opportunity should be declined and reframed.

In advertising – your potential client’s brand conflicts with yours. Its marketing department requests a media kit, and calls to express interest in display ads or newsletter ads. A sponsored email should make more sense. The advertiser would provide the html for the email, leaving your company name less noticeable in the footer.

In events – a group registers to attend your event rather than pay to exhibit. They would pitch conference attendees on the exhibit floor, detracting from booth traffic. Attendee lists should be reviewed to prevent this from happening. Registrants such as these can become prospects for higher-priced sponsorship sales.

In content – subscribers to your paid newsletter work for a competitor. Your data, content or sources can be lifted and used elsewhere. At a time when paid content is challenged everywhere by free information, a close inspection of subscriber files makes sense, if even by email suffix. With some conversation, cross-marketing arrangements could follow with competitors reading your content.

Warren Buffett compares a company’s competitive advantage to a moat surrounding its business. On occasion, repositioning high value sales can help B2B publishers widen these moats, increasing revenues in turn.