Anti-relationship marketing is lethal, and yet so many companies do it.
I’ll bet your company is doing it too.
What is this deadly sales sin?
Anti-relationship marketing is ticking off your customers after you’ve made the sale.
Anti-relationship marketing is standard marketing practice for some companies, and can cost you not only your current customers but generations of customers to come.
Don’t believe me?
Here’s the short version of my story. Three years to the day after I purchased my new Toyota, I got a call from the dealer. The salesperson said, “We'd love to buy back your vehicle, there’s a high demand for it and we’re paying premium dollar.”
As you probably can imagine, this is just an invitation to churn. They're trying to get you to come back in and buy another car or start another lease.
So I politely said, “No thank you. I keep my cars for a long time, over 250,000 miles and about 12 years so I'm not get rid of this car anytime soon.” Sure enough, 30 days later I got the same phone call and heard the same story.
They called, emailed, and sent postcards every 30 days offering to buy back my car. By the fifth month, I said “Please record this in your CRM that I am a buy-and-hold persona. Don't ask me again. If you do, I will never use your dealership again.”
The next month came, and so did the email, postcard, and call. I took my business elsewhere. I'm never going back to that dealer ever. They've lost me, my kids, generations of my family and friends, and now listeners as potential customers.
Unfortunately, my new dealership did exactly the same thing. As did my wife’s car dealer.
This attitude and way of treating a consumer is anti-relationship. If you don't listen to me and absorb the information I'm giving you, we are not communicating. It's the height of laziness and arrogance to treat customers that way.
Now I'm sure these practices work on some level, maybe one in ten, maybe one in 100, convert. When you were spamming and annoying customers, you might uncover the occasional person who did want to sell their car and trade up to the new model.
But where is the value for the rest of the people that don’t?
You could offer them something else, and even more importantly you would have detailed personal information about each one of these customers that you could use to personalize, update, and customize their experience with you to build a relationship for the long-term.
In that spirit, I have some suggestions.
8 Anti-Relationship Mistakes You Need to Avoid:
And it’s not just the automotive business. I see these same mistakes being made in capital equipment, in B2B services, in virtually every industry I work with.
Companies don't put themselves in the shoes of their customers. They don't shop themselves.
They look at it through their own lens and their own internal myopic view. And they just straight-up aren't listening, I think it reflects their culture, their mission. It goes back to the leadership's beliefs.
It's sad because it is a huge wasted opportunity.
The bottom line is as old as the Golden Rule, treat others as you would wish to be treated.
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Topics: Industrial Executive