Want to lose your customers’ respect, refund lots of purchases, gain a negative reputation on blogs and social networks? It’s easy to do, a lot easier than you might think.
Here’s how: Don’t keep your promises.
The disconnect between marketing and every other division within your organization needs to stop. And it needs to stop yesterday.
Marketers have a job to do, drive sales. Whatever you’re responsibility is, whether it’s brand building, email, lead generation, website design, etc., the end goal is driving sales. You’re only as good as the business you bring in.
Because that is the case, marketers tend to over-promise. We make claims that our company does not support. We lie.
But in today’s world, those lies will come back to hurt your business in a bigger way than before. Negative reviews spread like wildfire. Unhappy customers are handed megaphones.
The rest of your company needs to know what marketing is saying, and marketing needs to know what the rest of the company is actually doing. When both sides are on the same page, sales will lead to happy/satisfied customers who will help you market your company instead of inhibit it.