Wednesday, 25 April, 2007

The hunt and the carcass

You spend millions on ads, on sales promotion, on dealer deals, on salesmen’s bonuses and on everything your MBA course taught you to spend. The customer buys.

And you promptly banish him to a ‘database’ where his name is misspelt, his address is unreachable, and his email id bound to bounce. You probably get the phone number right - that’s the one he prayed you’d get wrong.

He finds it more than a trifle ironical that he who was so valuable as long as he didn’t buy became so completely worthless the moment he paid you money.

He doesn’t understand the marketing mind. The hunt is for its own sake; then the carcass rots.

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