The incredible stupidity, cheapskatedness, laziness of business owners is most visible in their consistent bizarre behavior regarding present customers vs. new customers or prospects in their small business marketing.
They are loathe to spend money and time on the people who have already proven they will patronize them and, in fact, do patronize them. But always willing to pour time and money into chasing the next new customer. They are in ardent, sweaty, drooling lust for the next new conquest, completely uninterested in the already conquered.
There are many reasons for this far too numerous to analyze here. They range from perverse human nature to economic ignorance to boredom to foolish belief in customer loyalty and on and on and on.
The car dealer spends $50,000.00 a week on newspaper, radio and TV ads to bring in new customers but God forbid he spend a couple hundred bucks on a mailing or a couple thousand bucks on a party for his present car owners.
It’s hard to find any business where this combination of stupidity, cheapskatedness and laziness is as magnified as the car business. It is a very good thing everybody buys cars, because in pretty much any other business, most dealers and almost all the salespeople’d starve, deservedly.
But on different levels, the same nitwit behavior pervades most businesses. My dry cleaner advertises like a banshee in Val-Pak and local papers; not once in the 3 years I’ve spent no less than $150 a month have I gotten a piece of mail, and to add insult, the coupons say: for new customers only.
The dry cleaner is fortunate I hate the thought of trying to find another competent dry cleaner so much. The dealer I bought my last car from, not so fortunate.
If you want to start ‘mind capture’ somewhere, start with the top 50% or 40% or 30% of your customers. Make sure what they are talking about EVERY week of their life is YOU.
Then move on to doing the same in a target prospect group. Or your industry or community.