Wednesday, May 12, 2010

More

Yesterday I had two marketing experiences that really turned me off. In each instance the marketer had the sale (I went to them) but that wasn't good enough. They wanted more.

The first exchange was when I called to make an appointment for regular maintenance on my car. I wanted an oil change, safety inspection and a tire rotation. All three things I would be just delighted to pay for.

But two things happened.

First I was told I couldn't get an appointment for at least two weeks if I waiting there for the work to be done, however it would be sooner if I dropped it off. Suspicious, but I was willing to look past that.

What I couldn't get over was their desire for more. They asked me if I wanted the mechanic to drain all the air out of my tires and fill it with nitrogen instead of regular air for improved performance blah blah blah only $10 instead of the usual $20 (per tire I'm guessing). This is the same place I purchased my car from, financed my car from and have consistently taken for service for over two years.

Yet, for 40 bucks they were willing to gamble with our future together. I was disappointed.

For the record, I'm not a scientist or a mechanic but I do know that "air" is already approx. 78 percent nitrogen. So that's an expensive 22 percent difference.

Hours later I buying a book at Barnes and Noble. A book I could already get much cheaper on Amazon if I was willing to wait and not sample a bit first.

The cashier asked me if I was a member of their loyalty program. Then she said that I could save $5 today by joining. She continued saying the program costs $25 per year and something about buying 50 books.

Is that really the best idea they had to drive customer loyalty? They give us more money today and maybe they we'll save someday.

Putting a hand out and asking for more is a poor marketing tactic. It's no wonder these industries are struggling.

You only get more by giving more; more gratitude, more appreciation and more sincerity.

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