Tag Archives: sell

Respect the customer, lessons from the heavy sell.

So, anyway. I’ve started this great new hobby. I sing in a choir !

I know it sounds like I’ve turned into my mother but it is actually really cool. We sing gospel and Motown type stuff and once you stop feeling stupid it is very therapeutic. We ‘ooooohh’ and ‘ahhhhhhh’ as if we were member of the Supremes without the spangly dresses. A girl can dream.

If you’re wondering why I’m sharing this with you it’s because it is also a successful business.  It’s a smart idea and the choirs are spreading. I should imagine that the copyright on the songs and arrangements is the biggest cost and once that is sorted, the more choirs you have the more income you can generate.

But even though I love it and admire the business model I have a problem.

Over-selling.

As a member I am being asked to attend public events, which can only amount to free publicity for the brand, purchase branded clothing and listen to quite a lot of ‘heavy sell’.  When a lot of people are handing over cash for an experience like this it would be better to take a slightly lighter approach and at least give members the illusion that they have a stake in it. If you take your customers for granted then they may vote with their feet.

I am signed up for another term,  so I’m prepared to go with the flow for the moment.  But never under-estimate the consumer, we need to be treated with respect.