When you invest your time and money in various marketing effors in order to grow your business, there’s a certain point where you expect to see a payoff with new leads and customers.
But what can be the cause when smart and solid marketing techniques don’t seem to be working?
I’m only going to talk about one of the many possibilities, and unfortunately, it’s one I saw in action recently at a small local retailer, which shall go nameless.
I received a sale flyer in the mail advertising something I desparately needed. So I took a drive to their store. As I walked in and took a look around, I noticed a couple of workers stocking isles and a cashier talking on her cell phone.
Then, I walked up to the cashier to ask where to find this particular item. As she continued talking on her cell phone, I stood patiently, waiting for her to even acknowledge me. Obviously, she was more interested in the call than in helping me.
After a couple of minutes, she looked at me like I had 3 heads. How dare I interrupt her call! I asked my question and all she managed to grunt was “go ask one of those guys”.
I have to admit; I wasn’t too happy. After asking one of the other guys, he just pointed me to an aisle.
Then came the straw that broke the camel’s back. I asked if they could check stock of a certain color I didn’t see on the shelves, and he had the nerve to say “I’m kind of busy now, but I’ll check in a few minutes.
Just plain disrespectful (and stupid)! So much for the “customer coming first” and “signing their paychecks”.
This particular store’s marketing and advertising methods aren’t perfect, but they do a lot of things right such as using compelling headlines and copy in their ads, and good follow up after a sale.
This particular store’s marketing and advertising methods aren’t perfect, but they do a lot of things right such as using compelling headlines and copy in their ads, and good follow up after a sale.
Obviously, the owner (who spends the advertising money) wasn’t there to witness this complete sabotage of his business, or else there would be 3 people looking for new jobs.
The moral of the story is this:
If you are spending good time and money on bring customers to you, DON’T screw it up after they get there by hiring incompetent, unhelpful employees that just dont give a damn about YOUR customers or business!
Train them to provide excellent customer service or fire their sorry butts! Expect nothing less than excellence.
After all, it’s not there money.
To get more information about this post, marketing advice, or about my sales copywriting services, e-mail me or call me at 603-686-5140.
Merrill Clark
Website and Marketing Copywriter
Crestview Marketing Services
