Trigger Marketing

He had spent 2 months working on closing the deal with that new client, so what went wrong?

The customer spoke to someone in the wrong department.

Even when you do everything right to close a deal, something can go wrong. What many businesses overlook is that prospects and customers interact with different people within your business. In many companies there are people that work in departments like accounting, human resources, manufacturing and shipping to name a few. But the truth is there are really only two departments in any company.

1. The marketing department
2. The anti-marketing department

The marketing department promotes the business and persuades prospects and customers to want to buy from you. The anti-marketing department discourages customers and causes them to look for other alternatives.

If you have people in your firm that complain about your customers “I sure could get a lot more done if it wasn’t for all these customers”, or that say inappropriate things directly to your customers like “we’re out of that, and I don’t know when we’ll have more, you’ll have to call back”, they are in the anti-marketing department. They are chipping away at all the hard work you’ve done to build your business and are causing customers to look elsewhere. The anti-marketing department can spread throughout your company like a cancer if you’re not careful.

Every business exits for one reason; to find and keep profitable customers by providing an exceptional customer experience. That’s it.

Each employee’s purpose is to add value to the customers’ experience. While it’s true that not all employees interact directly with customers, they still have influence as to how the customer’s experience unfolds.

Take stock of the language you and your staff use with each other and your customers. You’ve spent countless hours and thousands of dollars to build and promote your business, take a little more time and make sure everyone is working in the same department.

To learn more, download our free eBook "Seat of your pants marketing - The 10 biggest mistakes small businesses make and what to do about it"

Back to Articles