So How Do They Do It?

If I still worked there, I’d have been fired today for asking the CEO why his company is making lots of money in spite of the fact that it doesn’t care much about its clients. The guy and his crew violate just about every rule of good marketing, such as failing to build client relationships, suing clients at every opportunity, spamming them, providing poor service, and the list goes on. Did I mention that whenever they have a marketing manager or director who cares, that person has a short shelf life? And yet, I hear they’re having one of their best financial years ever.

I really do know the answer, of course. This company has a large national sales staff (they call them BDs) that manages to find lots of fresh clients whom they can work with once and then never again worry much about. As long as the pond remains well stocked with prospects, they can pull out fish after fish, take a bite, and throw the rest back. And it won’t matter because by the time the pond’s been over-fished and there’s nothing left, the owners and investors will have made their money and can move on to their next big idea.

So, this is a viable business model, right. If it’ll keep you going long enough for you to meet your financial goals, and if you don’t care about the wake of pissed off clients and disgruntled former employees you leave behind, then who’s to say it’s not a valid approach?

I do. Lots of people do. I’d say it’s a head-on collision with ethical behavior. But, as a cultural relativist, and knowing that there have been societies where it was perfectly acceptable, if not downright mandated, to eat your enemies or sacrifice your daughters to Kong, maybe I shouldn’t rush to judgment.

I’m so confused.


About Peter Feldman

I'm a marketing and communications pro with more than 25 years experience helping professional service businesses get the right message to the right people in the right way. I’m also an adjunct professor of English.

Posted on August 24, 2011, in Uncategorized. Bookmark the permalink. Leave a comment.

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