Marketing for the Long Run
Marketing for long term is another principle in truth that also applies to the long-range success of your company. It also has to do with how you are perceived by the buying public, and thus, whether or not they will want to do business with you in the future. I once went into a hardware store to buy a sparkplug socket. The owner pulled out his fanciest professional quality set of tools to replace spark plugs. As explained in ”Since You Asked,” there are methods of successfully asking for add-on sales, but, in this case, I wasn’t a professional mechanic. He was trying to sell me what was in his best interest (looking to the short run) - a much more expensive product that did not fit my personal needs. In the long run. he lost big because I never went back to that store, and, worse than that, I never suggested that anyone else go there, either! Have you ever gone into a restaurant and got a cursory ”Hello, how are you?” but still had the feeling that they were really much more interested in what was in your wallet than in your personal well-being? They ”looked” sincere, but you knew better. That’s why people go to restaurants where they are treated with respect, not just as income sources! The principle: Take care of people and they will take care of you. Trying to get as much out of them as you can, while not in their best interest, will cost you in the long run.
Sometimes you need to sacrifice a little for the long run. That is where the phrase “the customer is always right” originated- it’s called over the line service! Just because it’s not on the menu, find a way to “get r done!” This not only delivers loyalty, but referrals, as described later.
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