Sometimes, we go all out for new business.
But what happens when your current…maybe even loyal…customers hear about it?
Here’s an example…
I received a brochure in the mail recently.
I’d be thinking “what about me?”
To make matters worse…to really drive the negative message home to their loyal customers …these brilliant folks added a large, colorful, attention getting box on the front page of the brochure which said, in bold print …
“You are only allowed to participate in this offer if you have NEVER bought from us before. This offer is for NEW customers ONLY.”
So, loyal customers are not allowed to participate?
Loyal customers do not deserve to get something special?
Don’t you agree that there has to be a better way to do this?
Some executives will say “Well, that’s the way it’s done. You have to offer incentives to attract new customers.
And all of that might be true…but what is the perception?
Think about who is really paying for the incentive anyway. Your loyal customers are paying for it, that’s who.
Of course, I’m not suggesting that you shouldn’t do special things to attract new business. Indeed, you should.