Hearing Crickets Instead of a Cash Register

I am amazed at how much money is wasted on marketing.  Really wasted.  And it is often bigger companies who are doing it.

What do I mean?

Well, lately, I have been looking to buy a Recreation Vehicle.  Why do I want one? Because I like the idea of getting up and traveling; and with today’s technology, you can pretty much work from anywhere that has a WiFi connection.

So, I have done some internet searches for RVs, signed up for a few free newsletters, seen some ads in the newspaper by various RV dealers, and even gone to a few of their dealerships and sales events.

Imagine my surprise what has happened with respect to all my contacts with organizations involved in selling RVs……..

Did you hear that?  Nothing but crickets!

Let’s review what happened with my visit to a place here in Florida.  My girlfriend and I walked in there on a hot August Sunday.  We walked right past the sales people and staff without a greeting by anyone.  We then proceeded to lose about 5 pounds in water weight as we opened and climbed in about a dozen RVs that weren’t being cooled down.  After about passing out, we then walked right back out of the store, enjoying some free water that was available.  So, despite the company spending probably thousands of dollars in advertising, they failed at a critical juncture.  For them, that critical juncture was when I walked on the lot and started looking around.  For some reason, the sales staff were not motivated to actually engage with a prospective client.  That is a problem, a big one.  And having not at least collected my name, phone number/e-mail address, they may have lost the opportunity to actually get me to buy from them.

Imagine my surprise, however, when something similar happened at a Tent Sale put on at a local mall. I saw the ad in the newspaper and decided to check some out.  This situation was a little better than the first one because at least the RVs were actually cooled.  I felt good when we approached the entrance and was told that I could enter for a free $100 Visa Gift Card if I gave my name and e-mail address.  The marketing guy in me smiled from ear to ear.  Yes, they were actually beginning the process of actively making me a customer.  

Well, despite us spending about 45 minutes there, not one of the other sales people ever walked up to us and said anything.  What?!!! I just didn’t get it.

Still, I thought that they at least took my name and e-mail address, so I was sure I was going to be contacted by them during the week, probably Monday.

Well, it is now a week later and still, not a single contact from them.  This is sad because we actually liked a few of them.

So, both places spent thousands of dollars in marketing and failed at crucial points to complete the marketing circle.

And because both places failed to connect and follow-up with me, I can’t think they are going to do a great job at following up with me after the purchase.  So, my quest for an RV continues.

The lesson for all of us who run businesses is this: Make sure all of your processes are in place and followed so that someone who raises his or hand and says he or she is interested in your product or service will actually be treated with respect and that they easily can take the next step toward being a customer or client.   If you don’t, someone else will.