Don't think that product superiority, technology, innovation or company size will sell itself. Don't neglect or ignore your current customers while pursuing new ones. People don't buy products and services, they buy the benefits and solutions they believe the products and services provide. Fifty percent of those customers who complain would do business with the company again if their complaints were handled satisfactorily. It is estimated that customers are twice as likely to talk about their bad experiences as their good ones.
Marketing is everyone's business, regardless of title or position in the organization.
Exaggerated claims can produce inflated expectations that the product or service cannot live up to, thereby resulting in dissatisfied customers. Telephone generated leads are likely to close four to six times greater than mail generated leads. The two ways to sustain superior performance are to take exceptional care of your customers through superior service and quality, and to constantly motivate your employees. Properly designed and used research efforts can significantly lower the risks of marketing failure. None is complete without the other.