Marketing Viewpoint by Ruth Winett
Root Beer and Tips for Service Providers
A & W Root Beer cans boast "MADE WITH AGED VANILLA,"* but root beer and many other companies actually use "natural vanilla," a chemical compound derived from wood pulp or made by fermentation. Flavoring extracted from vanilla beans costs $100-$200 a gallon, and "natural vanilla", costs $50 per gallon. Providers of products and services should be truthful about what they provide. If they must substitute components or services, they should tell their customers and clients.
During the coldest week this winter, our furnace failed. After five days our HVAC company replaced the defective parts. But, the furnace failed again. They had used the wrong part. When the tech finally installed the right part, we had spent six nights with no heat. Like the food producers, the HVAC company was not truthful about the components used.
Tips for Service Providers
Tell your clients in straightforward language what you will provide. If you need to change any of the parameters of the project or the job, provide an explanation. And when possible, provide an alternative. Try to get buy-in from your customers or clients about necessary changes.
*"The Case for Plain Vanilla Gets Its Day in Court," Wall Street Journal, 2/8/21
Actionable Business Insights
Copyright © 3/21 Ruth Winett. All rights reserved.
For Email Marketing you can trust
Winett Associates tel: 508-877-1938 email
©2021 Winett Associates. All rights reserved.