A bad marketing event is an occupationalhazard for any business/corporation. In most cases, bad experiences cannot be fixed; they can at best be controlled. When a buyer has a real ‘bad’ experience, he’ll complain about the friendship and the news will travel like wild fire to your other buyers. In exceptionally bad promoting experiences, you stand to lose more than one existing client. Even if you mollify the purchaser, it will be difficult to regain his trust. Bad marketing experiences can occur in different forms at different levels. They could be:
-A stock delivery not met on schedule
-A promise not kept by your sales agent
-A Discrepancy in consignment sent to the purchaser
-Quantity Discrepancy in consignment sent to the customer
-Special bonus offer not released to a buyer in spite of several requests
-Withholding stock delivery because the client has a small ‘due’ amount to pay
-Damaged consignment
-Several missed sales visits by your sales agent
-Forgetting to invite a valued client for the annual dinner hosted by your marketing department
-Not thanking the purchaser for his large order
For several business/company, a stock delivery not made on schedule is a cardinal sin because orders are the very lifelines for the company and are expected to be right away attended to. This is an embarrassing situation. You might have to call the dispatch section manager and berate him in front of your fuming customer to placate his ruffled ego, and then thank him for his valuable order with the assurance that it would never happen again. This is a ‘bad’ marketing experience that should never recur.
Sometimes, one of your best sales agents gets into trouble by not keeping a promise he had made to your buyer. One fine day, the purchaser meets you and comments about it in a sarcastic way. Since you are the owner of the company/business, the news is difficult for you to digest. You immediately arrange for whatever was to be given to the client with profuse apologies. You would have to interrogate your sales agent and fire him if there is a past history of such incidents.
On other occasions there might be a billing discrepancy or a quantity deficit in the consignment sent to the customer. You would then have to interrogate your office manager, and send your best product sales agent to placate the irate purchaser and later follow up with an expensive complimentary gift to him.
As in other companies, you too announce a bonus offer such as 1 item free on purchase of 10 items. Subsequently, your office does not release the bonus to him in spite of several reminders. When you receive a phone call or personal visit from the irate purchaser, it would be very humbling experience to you to apologize to him in your office. Such experiences are quickly circulated in the market and are harmful to the company’s credibility and image. You would have to arrange an office meeting and take the entire office to task.
On occasions, your office staff holds up the dispatch of an order just because a purchaser has a pending bill to settle. Your client goes into fits. This is a ‘red’ alert. You could lose your customer to your competitors, who are always ready to welcome him with open arms. Once again, this is a situation in which you are expected to severely reprimand the office manager in front of the client. After politely socializing with him, you might even have to drop him off in the office car with the promise to give him sufficient grace period in future.
On rare occasions, the client receives a damaged consignment from your office. This can be smoothed over if it happens once, but if it happens several times, you are faced with a serious situation where you may lose this client to your competitors. It is time for you to take matters to hand and you would have to personally promise the upset buyer that in future you would personally supervise delivery of undamaged product. This is embarrassing to you.
Very rarely do you forget to invite a valued client to the annual dinner hosted by your product marketing department. If it does happen, it is a serious blow to your relations with the buyer. From then on, there would always be the risk of losing him to your business competitors. Then there are occasions when you or your office staff forgets to thank a client for the large order he had placed. This is being ungrateful, and at some time in the near future, you might lose this purchaser to your competitors.
Not all sales agents are sincere. Sometimes a sales agent may skip visiting a particular purchaser for several months. This is a serious matter and warrants dismissal of the sales agent as such indifference to a buyer would practically result in losing the purchaser permanently.
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