The promotion paid off, customers are starting to arrive in greater numbers but as manager you detect that your customer service people are not very happy, what is it? This is a phenomenon that in marketing is known as the “word of mouth”, that is, word of mouth promotion. A few years ago, I first heard the term Empresaurio at a seminar I attended in Miami, this may sound a bit offensive but when we analyze it we realize that all of us at some point have fallen into the temptation to decide as an entrepreneur, this character is characterized by following patterns that according to him have worked all his life and ensures that they will always continue to do so, which has to do with the promotion of the one we are talking about?Well, simply that although there are fewer and fewer companies, we cannot say the same about the platform or infrastructure that accompanied a new strategy in the company to ensure that this new strategy works perfectly, and the main factor to take into account when we are going to implement something new. In the company it is precisely the human resource, my secretary or customer service agent can destroy with a single gesture or with a simple glimpse of ignorance all the effort that it represented to bring my client prospect to my company. I will tell you two anecdotes that exemplify what we are dealing with today in this Coffee Break; A few days ago a colleague of mine was seduced by one of so many dental consultation promotions that offered a free consultation and subsequent discount on treatment,I asked myself to accompany him to that first appointment and incidentally he invited me to take advantage of the promotion (Word of mouth) when we arrived at the place, it turned out to be a residential complex that could not be accessed except through the security sentry box, the security guard was not aware of nothing and after a couple of laps around the fenced place my friend decided to phone (additional investment) the call was a little longer than normal because here it had to be explained first to a lady and then to another person all the situation they finally asked us to stay where we were which was a garden until a worker from said clinic found us and guided us, by the time the professional attended us and apologized my colleague had already decided that the free consultation was the only thing that would consume in that place,On another occasion, I decided to take advantage of a two for one on a card that offered me a certain dish when I arrived at the restaurant where I was arriving for the first time. The staff did not seem very aware of it. As a young man, he offered me a very simple dish that he “believed "It was the promotion, I felt cheated apart from the fact that the dish was not what I expected and less to please whoever was with me, I decided to leave, two blocks away we found one where we went to consume, by the way, the latter restaurant benefited from the promotion of the first.I felt deceived that the dish was not what I expected and less to please whoever was with me, I decided to leave, two blocks away we found one where we went to eat, by the way, this last restaurant benefited from the promotion of the First.I felt deceived that the dish was not what I expected and less to please whoever was with me, I decided to leave, two blocks away we found one where we went to eat, by the way, this last restaurant benefited from the promotion of the First.
These real life cases make us reflect: what did my client take? Very easy, he got a good or bad impression, it depends on whether he returns or not, and what he will tell his friends about my business, but perhaps most importantly is that I took that quetzal that I do not spend, but it will surely spend with my competition.
As you know, all promotions should focus, among others, on these two questions; What is my client looking for? It could be economy, status, relaxation, satisfaction, etc.
And the next one, why do I cross my door and not the competition door?, My client will make a very effective “Word of mouth” of what he LIVED in my business and this will largely depend on my response capacity as a company I will have to give you what I offered you in my advertising.
Until next time.
