Are Your Customers Stupid?

By admin | 23rd September | Marketing Ideas, Marketing Skills, Marketing Strategy, Marketing Training

It never ceases to amaze me how some companies are content to pull the wool over the eyes of their customers; selling them things they don’t need or convincing them to buy something before they need to replace it.  So, I ask the question… are your customers stupid?

More importantly, are you stupid?

If you found out that someone had sold you something you didn’t need, or told you something needed replacing when it didn’t, how would you feel?

Let me give you an example – we recently had our company car serviced at a main dealer.  We were told the brake pads and discs needed replacing, after just 30,000 miles, at a cost of £250.  My husband questioned this, as it seemed a bit premature.  So, we took the car to another garage – someone we knew, liked and trusted (which is important) for a second opinion.  We were told the brake pads had another 1000-2000 miles in them and that the discs didn’t need replacing at all.  The cost for the pads was about £80.  My question is… will I ever trust the main dealer again?  And, are they likely to make any money out of me in future?

Some businesses do this all the time – selling ‘stuff’ instead of solving problems.  And, by talking people into spending more money, they think they’ve done well and can have a better holiday or a fancy car.  But, if you take a long-term view of your business, and ask whether you think your customers are stupid, would you make the same mistake?

If the main dealer had told me to book the car in again in two weeks to have the pads done, would I have more respect for them?  I might have said ‘great – just do it now and save me bringing it back’, but the important thing is that the choice is mine to make (because I don’t like to think I’m stupid).

The lesson for your business is this… if you focus on the sale and not the relationship, you will take a short-term view and not value your customer.  You run the risk of treating them like they’re stupid – is that how you’d like to be treated?

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