The Marketing Word | Differentiation Marketing

Archive for June 2011

How Not to Get Referrals

I've been receiving emails from a man who apparently belongs to one of the networking groups I belong to. If I have met him, I don't remember him, but he has my name and email and I am now on his list. Apparently he's a roofer.

I have been studiously deleting his emails without opening them and this past week realized who he was. So the first email I open from him tells how he closed a sale. Brags actually. "I was going in there asking them to cut a check for $3,000 on upgrades they didn't need."

Wow. Wrong on so many levels.

I suppose he wants us to admire his "marketing prowess". But I am thinking in an economy where people are struggling, it's more than a little shitty to rip people off for upgrades they didn't need. (The basic roofing job was covered by insurance.)

I also think that if you are ripping people off, you really shouldn't tell other people about it. That's kind of like getting away with a bank robbery and then yakkiing about it in your neighborhood bar.

And gee, let's put it in writing and send it out to over 100 people.

And finally, let's send it to people that this guy hopes to get referral business from. Because the first thing I am going to do is refer a friend or client to someone who I know rips people off. Not.

This email rates a big WTF. And, as you can tell, it pissed me off. What a wanker.

Here's a marketing tip: If you are ripping off your customers, it is probably best not to write that in an email and send it to people you want to do business with. OY!

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