Seymour: So, Eli, how are things in the button business?

Eli: Oye, don’t ask. My putz assistant overstocked me with buttons. I have so many buttons, you wouldn’t believe!

Seymour: And this is what you call to tell me?

Eli: I call to tell you that you’re a lucky man. Because I have problems, you’re a lucky man. This kills me but I’ll let you have my buttons for just 3 cents a button. I know it’s hard to believe, but I’m sure you’ll find some way to thank me later. Don't worry...I won’t ask for much.

Seymour: You’re joking, right? Eli, don’t joke with me. 3 cents a button? I can get them from my cousin Marty for a penny! I’ll tell you what, I’ll check with my brother and see what I can do for you. I really don’t need buttons, but maybe I can take them off your hands for a penny a half. I can’t promise.

You get the idea.

Many garmentos come from a family heritage of hondling. It's in their blood. Regardless, "garmento" is not an ethnicity as much as it is a mentality -- one that perceives and treats an agency more like a button vendor than a respected marketing partner. The problem with this garmento mentality is that it's more about getting the best price than getting the best work.

Quite honestly, many agencies don't deserve to be treated much differently than a button vendor. But a truly top-shelf agency must realize its value and be able to walk away from a garmento-type client that has money to spend but isn't a good philosophical fit. It's not always the easiest thing to do especially when the agency needs the business. But, like making a deal with the Devil, it's a bad business strategy that will probably cause misery in the long run.