Consumer Marketing 101: take care of your customer.
Marketing 101.1 The most profitable customer for your business is the one you have not the one you are after.
First you need to know I have been a Nextel customer for at least 4 years and probably longer. With my phone plus the other ones I pay for, the total paid to Nextel is probably in excess of $15,000. In addition, since in an earlier time I was absolutely happy with their service, I know I am directly responsible for at least 3 other to sign up under Nextel. They then recommended Nextel to others.
It is also important to know I am not being paid by another phone company to write this, and I am not receiving any gifts including cell phones a service for writing this.
So then why am I writing this? Simple: Do the opposite of what Nextel does and be extremely successful. Dan Kennedy recommends that when you are in doubt about what to do next, look at what everyone else is doing and then do the exact opposite.
Imagine an entire telecommunications company built on service. Imagine someone from customer service actually being instructed to call you back. Can you visualize the marketing you would not have to do because of so many people being happy with your service?
Ignore This One Detail and Destroy A Sale and Customer Relationship. Consumer Marketing is all about serving your customer.
In the past three weeks I ordered several different products on line. Both were done after considerable research including one personal contact. One purchase exceeded $250.00 and the other $1,500.00. The high dollar purchase was from a well known international copywriting Guru. The lower dollar purchase was made from a Company specializing in selling products and services designed to help marketing campaigns achieve a higher response rate.
Both marketing experts made the same mistake.
In one case the Guru assumed someone would be home to sign for the product and in the other case the marketing support experts assumed it would be no problem for someone to drive 5 miles one way in congested traffic and stand in line at the post office to sigh for the delivery.
When offering a product on line, by mail order or by phone and you want proof of delivery, arrange for the most convenient way for the customer. How do you do that? Ask them!!! Consumer Marketing is about taking care of the customer.
Conclusion of the Story:
Company A will receive a short professional letter explaining to them why I will never order from them again. This letter will include the details of two serious mistakes including the one in this tip. The Guru may lose a sale because I am not able to arrange to be at home to sign for the product. This is a lose ...lose as I want the product and he wants the sale.
Author: Steve Pohlit, a business consultant who has helped companies in many industries including: retail, manufacturing, wholesale distribution, restaurant, real estate and trucking achieve increased profits. All information published by Steve, unless otherwise noted, may be republished without restriction with this resource box intact. For more information please visit www.stevepohlit.com