We had a couple of calls from past and current clients who’re reading the blog posts (good for them) and we thought we’d add some additional thoughts:
1. A former marketing client called to ask if he should do a Groupon deal to attract new customers. We demurred, because of our aversion to doing off price deals in the first place, but he provided a good example of what we mean by brand image and offering the deal to existing customers. He’s a fitness trainer, and we advised he’d be better off to a) offer all customers the Groupon deal via email, or work on adding content to his website to justify why he’s worth $100 a week for three hours, which is about twice the chain figure.
2. Another client called to ask if he should impose a fuel service charge for service calls. We again demurred, but in talking to him, many of his service calls are thinly disguised sales calls, trolling for new customers, so he should probably be more selective on qualifying customers before going out to see them. His sales reps need to do a better job of qualifying potential new customers, too. I told him to hang in there on service calls to existing customers….it’s consistent with his customer first orientation.