In this economy, generating revenue is difficult, at best. I think it’s the perfect time to generate goodwill (which is something companies can put on their books as an intangible asset).
Here is an example conversation I just had with someone wanting me to join their organization. I responded to an email that said I could get a free membership because of my profession and because I was female.
So I dialed the number.
I’ll just refer to the person who answered as Rep.
Rep: National Association of (women in your profession), how may I help you?
Me: I am responding to your email for a free membership.
Rep: Great! Let me ask you a few questions.
[She asks my name, title, company, address, direct phone number, email address, length of time with company, length of time in profession - all seemed to be pretty legitimate questions.]
Rep: Thank you. Would you like to be listed in our member directory?
Me: Sure.
Rep: Okay, we also offer free training videos with that, and several free webinars a year.
Me: Wow, that sounds great [Thinking that it was great there was an org out there that would offer all of this for free.]
Rep: Great! A one-year membership is normally $139 but we are offering a discount so that you can join for $99 a year.
Me: Wait, I thought this was free?
Rep: Oh, well, yes, you can join for free and be on our mailing list, and get newsletters.
Me: But to get anything else, I have to pay?
Rep: Yes. Do you have a credit card, or would you like us to invoice you?
Me: Wait. You know this is a crunch time in our economy, and right now, my budget is frozen, so I cannot spend money on a membership at this time.
Rep: [snarky] Well, I’ll add you to the mailing list. [click]
Now. This Rep not only did NOT get a paid membership out of me, this organization will NEVER get a paid membership out of me. And because I have a network of other women in my profession, I will NEVER recommend this organization to any of them.
A little goodwill, on the other hand, goes a long way. She didn’t have to get snarky with me, and could have seen the potential future business by staying pleasant, explaining the email newsletter bit, and signing me up as a free member. Had she done that (I would have been okay with just the email newsletters for now) I would have added a membership to next year’s budget.
Goodwill is as good as revenue in this economy, for any business that still wants to be in business when the economy is back on the upswing.
Have you had any experiences where a company could have practiced a little goodwill without giving the store away, and still kept you as a satisfied customer?
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