For some reason, in my office, there are a lot of books lying around.
And sadly, I don’t think anyone reads them, but it’s completely understandable.
One day, I decided to pick one of them up to read. It’s a customer service book. Unfortunately, I don’t remember the title nor the author.
But I do remember a story the author shared.
She once consulted an e-commerce company. They had a great business and were, overall, pretty successful.
However, there was one problem.
They also sell their products on eBay and were at risk of getting kicked off the platform. She did a bit of digging around and soon found out the reason why.
There were a ton of customer complaints getting ignored. So many complaints came in to the point where it was too overwhelming and they just started deleting emails on sight.
Of course, if the customers feel like they aren’t being heard, they’ll complain somewhere else where they will be heard.
And that’s exactly what the rightfully frustrated customers did.
They sent their complaints to the Better Business Bureau, and I’m sure you can guess how the e-commerce business ended up.
When I read that story, I couldn’t help but think…why?
Why ignore the people who are literally keeping your business alive? When you ignore your customers, you’re basically saying, “I want my business to die.”
This is also the reason why I respect salespeople so much. They’re the ones who are willing to go out in the field, so to speak, to bring customers in. They’re the ones that keep the business alive, the ones that fund all the employees’ paychecks so they can all live comfortably.
But the salespeople that use high-pressure sales tactics? They can honestly go bury themselves.
And that’s also why I like email marketing.
You can sell without any of the high-pressure sales tactics. It’s just, “Here’s what I’m selling you. You can take it or leave it. Your choice.”
But yes, your customers are the lifeforce of your business. If you just remember that out of everything else I’ve said earlier, then I’ve done my job today.
If you want to learn more about my ways of email marketing and copywriting, you can go here.