Comments on: Marketing from the Pulpit http://www.marketaccelerators.com/blog/2007/11/25/marketing-from-the-pulpit/ Marketing Help for Small Business Tue, 31 May 2011 16:29:03 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Michael http://www.marketaccelerators.com/blog/2007/11/25/marketing-from-the-pulpit/comment-page-1/#comment-2814 Michael Tue, 27 Nov 2007 17:20:20 +0000 http://www.marketaccelerators.com/blog/2007/11/25/marketing-from-the-pulpit/#comment-2814 Phil, that's a really good reminder that employees are a consideration in business performance. It is not always easy to successfully align employee behavior with business objectives. A lot of it comes down to how employees are rewarded (not just financially) which influences their actions. Phil, that’s a really good reminder that employees are a consideration in business performance. It is not always easy to successfully align employee behavior with business objectives. A lot of it comes down to how employees are rewarded (not just financially) which influences their actions.

]]> By: philbernstein http://www.marketaccelerators.com/blog/2007/11/25/marketing-from-the-pulpit/comment-page-1/#comment-2813 philbernstein Tue, 27 Nov 2007 04:51:18 +0000 http://www.marketaccelerators.com/blog/2007/11/25/marketing-from-the-pulpit/#comment-2813 A lot depends on what's in it for the seller -- not just the business owner, but the employee who actually conducts the transaction. The challenge for management -- and it's often a huge challenge -- is to figure out a way to get their employees to see the lifetime value of a customer. Sometimes the self-interest of the employee (as he or she perceives it) conflicts with that of the business, and that affects the way the transaction goes down. In a recent interview, author/speaker Chris Widener related the story of a bad experience at a car dealership. The salesperson told what Widener believed was an outright lie, causing him to walk out and buy the vehicle from a competitor. When the manager of the first dealership called to ask what had happened, Chris told the story and suggested that the salesperson was costing himself future business with his behavior -- even if he makes a sale, the customer will eventually figure out that he's been had, and will shop elsewhere next time. The manager sighed and said, "Most of these guys don't think they'll still be here the next time you're in the market." In car sales and many retail businesses, turnover is so high that many salespeople think they can't afford to take the long view -- they've got to make their sale right now. A lot depends on what’s in it for the seller — not just the business owner, but the employee who actually conducts the transaction. The challenge for management — and it’s often a huge challenge — is to figure out a way to get their employees to see the lifetime value of a customer.

Sometimes the self-interest of the employee (as he or she perceives it) conflicts with that of the business, and that affects the way the transaction goes down.

In a recent interview, author/speaker Chris Widener related the story of a bad experience at a car dealership. The salesperson told what Widener believed was an outright lie, causing him to walk out and buy the vehicle from a competitor.

When the manager of the first dealership called to ask what had happened, Chris told the story and suggested that the salesperson was costing himself future business with his behavior — even if he makes a sale, the customer will eventually figure out that he’s been had, and will shop elsewhere next time.

The manager sighed and said, “Most of these guys don’t think they’ll still be here the next time you’re in the market.”

In car sales and many retail businesses, turnover is so high that many salespeople think they can’t afford to take the long view — they’ve got to make their sale right now.

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