Recently, I have had a few dealings with a business owner in our area. In our first “business deal”, we began talking about her business. I learned quickly that she knows all she needs to know about growing her business.
For instance, her marketing plan that particular weekend was to “ENCROACH upon all parents at the ball field and make sure they all had a flyer” about her business. I recoiled when I heard her plan. I envisioned a tiger ENCROACHING on its prey and shuddered at the thought of my own market being in that position. It reminded me of the business owner who was furious her “prospects” refused to call her back… all while she refused to stop calling them. She said that she would – generously – let them “off the hook”… IF ONLY they would have the decency to call her back. UGGG!
Before I go on, let me briefly define the word “encroach”. Encroach is a verb that means either:
- to advance beyond proper, established, or usual limits OR
- to trespass upon the property, domain, or RIGHTS of another.
I think it is safe to say MOST of us have been “encroached” upon by “knowledgeable” business owners like this before… and even safer to say we never bought from them. 😉 Here is a better way. Rather than “getting a customer in order to make a sale”… how about looking at “making a sale as a way to gain a (life – long) customer”? The two keys to this are: SERVICE and RELATIONSHIP. No “encroaching” necessary!
I couldn’t agree more! Being on both ends of the spectrum (on one end, having a Marketing degree and having worked in the field & on the other end, being a consumer) being “encroached” upon is not only annoying but it also definitely DISCOURAGES a sale!!! Creating a loyal customer for life is MUCH more profitable than wasting money on encroachment tactics. Spend your money on creating loyal, lifelong customers! Focus on the relationship!