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Do You Make These Dumb Marketing Mistakes (I Have Made Some of Them Myself!)Most businesses have what I called a "sales prevention department." It's not part of anyone's business plan and no one starts their SP department intentionally, but we all have one. It’s the "department" that sends out the messages that prevent people from spending their money with you. My personal favorite is a classic and one that you see all the time in front of grocery stores at bus stops... “No Change Here” Imagine you're walking down the street in a new neighborhood and you see a sign that says: “No Change Here” The message is clear: we're not very friendly here. And your reaction to that message will be just as clear: “I don’t want to go in there.”
If you see that sign every day while you're waiting at the stop, the impression it leaves -- that the shop is one that is uninviting and unhelpful -- will linger. If you need to purchase a pack of gum or a magazine, you'll take your business elsewhere.
The "Just Say No" Sales Prevention Department * We don’t allow ads like yours to placed in that section.
* We don't have 800 numbers that work for both the U.S. and Canada
* We can’t ship over the border.
* Our price quotes arrive late... or not at all -- please call again
* We don't have the product in stock The message from each of these departments is loud, clear and unmistakable: No Change Here! The bad news is that the SP Department can never be completely shut down. But don't despair. With a little bit of attention, you can make your sales prevention departments as small and “ineffective” as possible. It’s bizarre what people do in business to stop taking money. They find ways to prevent people from giving them money, yet they’re trying like crazy to get new customers. Just cleaning up the sales prevention department alone will mean almost an overnight profits for a lot of businesses. The lesson: Fire your sales prevention department... or make sure you're operating with a "bare bones" staff. The fewer SP workers, the better! Until next time... Dan Lok Copyright © 2004, Dan Lok Quick Turn Marketing International, Ltd. Resource Box: For more articles by this author, please visit: http://thePhantomWriters.com/free_content/d/index.shtml#Dan_Lok |
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