Two Ways Of Behaviour In Business

July 13, 2011 by FTS
Filed under Internet Marketing SEO

Situation with sales in any industry and any largest enterprises is changing so radically that each new month brings a palpable difference. Here are two examples of changes in sales today.

Getting information from the client.

Until that moment when I needed to renew the lease of the car remained 120 days. At this time I called and inquired about my plans for this machine, that if I’m going to get a new or keep the old one. The tone of the caller’s tone was professional, sincere and restrained. It was not the slightest aggression. The purpose of the issues was to obtain information. When I shared my disappointment about the problems with the rented car, the caller said that he made appropriate notes in the notebook and that someone from the staff will follow up the situation. I asked what machines will be offered for lease in the near future. He replied that the information was available on their web site. “Do not miss it” – he added. “If you have any questions, please contact me directly.” The call came from a car manufacturer, not the dealer. I was flattered. General Motors apparently intercepted the initiative in the fight for the customer (ie me). After receiving this information GM can be sure that at the end of the lease I will buy one of cars. But that’s not all. GM “seated” me in my driving seat thanks to the fact that, on the one hand, it provided me the information I need to make a decision as a buyer, but on the other hand, has received important information about my plans. All this serves as another argument in favor of a powerful sales strategy for GM: Personal communication before the deadline for replacing a car, get information about my plans, saying my sympathy in connection with my problems and giving me useful information. Judging by this, General Motors Corporation, not only wants me to rented or bought a new car, but also to endeavor to meet my needs as a customer.

Ignoring the customer information.

However, not all firms behave in this way. For many years I have regularly bought books at Barnes & Noble and every week dropped to their nearest bookstore. Then, about three years ago, the visits gradually became less frequent and eventually stopped altogether.

The database company had information about my purchases because they were made by credit card American Express. Barnes & Noble knew my name, number of purchases made by me and all my behavior as a buyer, including the frequency of my visits. At Barnes & Noble was at the disposal of all of this information, and, nevertheless, they did not even try to do something to keep me as a customer. The company did not bother to find out if did not moved, not died there.

Both these examples show that the situation in the trade has changed since the client has changed. One firm facilitates the customer business communication, while another was unable to take advantage of the availability of its information about the client to keep him.

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