free markets
The goal of any concrete action of direct marketing lies in opening and locking doors, and, of course, is to close sales transactions and commitments which, far beyond those specific transactions, loyalty extend to the growing of those buyers with our company.
How do we approach this challenge?
Well, the primary objective, always, is that our customers will never be mistaken, and that we never took advantage of their ignorance or mistakes.
A customer who does not know what you need, maybe, perhaps, induced to buy what will not satisfy their real needs. But what happens when you discover what are they? Think about that.
Then, of course, but know that he is partly responsible for this situation, in any way, move that discontent was the seller and the company that reason to buy. Here’s the difference between selling a one and only time, or take advantage of the sale to our loyal customers, while you can, never leave us, and whenever possible, we recommend other buyers with the same or similar potential to purchase for his loyalty to us and to our company.
We put a single illustration. If we are in the business of housewares, and someone wants to buy a TV or other device for our homes, before offering or inducing purchase any specific product, customer need to do a series of questions so that we can cover you in a better way their needs. For example: what are the dimensions that have to locate this product? and finally, another series of questions to identify objective and subjective needs of that person and his family about the good, or, if that is found to be necessary at all for our client in respect of any other product available or not the company that best meet the real needs of that client power.
“Better to lose a sale, to sell once and losing that person, a potential loyal customer to our company. Not worth having as a person unhappy and resentful of us.”
The idea is that the client has the sincere support and friend who trusted us, and respond as quickly as possible. The customer does not matter that we have thousands of orders to meet the customer wants to be dealt with as personalized as possible in the shortest time. Use the draw and get more customers.
Posted in free markets, Marketing, world market | 
Tags: customer loyalty, direct marketing, identify objective, sales transactions | 
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In the middle of last July a national newspaper reflected in its pages salmon in which information was said an order made by the Minister of Public Works in order to undertake an analysis of 300,000 cases families should the bank is worth more than your home because credit was granted over 80% of appraised value. The news kept saying that there was evidence that a high percentage of the bank granted loans that would not have been able to return even with economic prosperity. In short, we’ll see if the study is conducted. I suspect not, but the news was used to introduce a series of reflections.
Another newspaper, on the same dates, reported on the draft Administration of the Community of Madrid in the sense of power to impose sanctions on banks that did not report it to their mortgage customers. Someone in that community had posed as a kind of mystery shopper seeking to formalize a mortgage in any of the branches visited brochures were decent. Bad business.
It seemed, therefore, obvious that we were in situations in which the bank had not acted properly. I’m not saying that sin is not repentance go because many banks are finding themselves with a fantastic housing stock is now worth far less than can be reflected in the books and it is possible, also lower than the value justify a particular mortgage.
Almost everyone has heard of any situation, of the many comments about the mortgages to immigrants with low and unstable income, etc.. but the fact is that there is no accurate information, public and quantified in this respect. And if there is I do not know completely.
From my perspective as a strong supporter of capitalism and free markets, I have always considered that it was based not only on the law of supply and demand, but also the freedom and confidence. In this regard let me quote here from Francois Michelin who in an excellent book (Enterprise and responsibility), which I highly recommend reading, said that capitalism rests on trust and therefore invited to weigh well our actions before acting. Conceived as a system that focuses on the man and his ability to progress.
In short, my idea is that the market economy allows, among other things, that agents offering goods and / services and others who call consumers acquired in a free environment where the parameters of price, quality, good work and trust are reasonable for both. In short, who did not make it right eventually be expelled from the market or forced to act otherwise, because it is efficient and that efficiency consider including ethics, ie, do not cheat, he did not act intentionally.
That said it sounds good, the feeling is that things do not always work well and generally between consumer and seller becomes too unbalanced situations.
Joseph Stiglitz won a Nobel prize in economics for his theory about the influence of information in commercial transactions and generated an expression that I feel very fortunate, “information asymmetry”. Thus was referring to the disparity of information available to businesses and consumers. Stiglitz points out as one of the biggest problems in the market, because the knowledge of the information and data allows consumers to make smarter decisions, while the absence of such information or ignorance of it is contrary to market efficiency . When sellers know something that consumers are unaware, the asymmetry of information impedes market to develop more fair and effective.
So what have been banks that have recently acted correctly in granting mortgages? Does this action has generated significant losses in many families? What if that information is made public? Would it be that hundreds of thousands of customers determined / s banks could decide to change your financial institution? Would that be enough reason to switch banks or actuaries to the scheme “as I do not have happened”? Would it be this tremendous damage to the entity even put it on the verge of a serious crisis? Would not that right because the market corrects the poor performance by the expulsion of the same of those who do not act correctly? Could you suppose to know that information necessary resignation of the managers of the entity?
There are unanswered questions. We can imagine, sense, pontificating and others. But we have essentially assured that this has happened. And so, as long as we do not have that information and we only have guesses are in a situation of imbalance as consumers and, hypothetically, allowing a player remains in the market when it would be reasonable to be expelled or at least severely punished for that behavior. In my view, this lack of information makes it a disservice to the market economy. This lack of information is what makes many shout after the market down and down with the bank. Interestingly, it is the market itself or those who must defend those who create and nurture their best enemies.
You said earlier that was not very hopeful about the advertising of that study and I have not much confidence in the possible resignation of a manager. This is a country where there is a Supreme Court ruling that has doomed a major CEO to eight months imprisonment, fines and disqualification specially for the exercise of any job related to banking and the character continues as if nothing and also has the support of his illustrious chief.
Slope would try to round up this post, another issue related also to the availability of information and that relating to the power that the consumer may have against the acts of corporations. But it will be the subject of another discussion at another time.