They say ignorance is bliss. For many years Jill lived her life believing that the world was made up of people conducting business in an ethical manner. I agree with her but when I have shared with Jill the marketing techniques that are used in business, suddenly she feels as if she has been manipulated.
| He Said | She Said |
| When you are self-employed, your job is to generate an income to support yourself and your family. This income must come after you have paid all your expenses to operate your business.Corporations are no different. They exist to produce profits to ensure the organization not only survives but thrives. The objective of any business is to make a profit and grow.To achieve these goals, companies must sell their products and services. Depending on the market they are in or the products that they sell the methods employed to market and sell their wares very widely.Businesses have and do spend millions analyzing everything we consumers do and think. They are all looking for the edge to increase their market share and their profit margins.Some of the more interesting things they do include techniques such as aroma therapy. Disney, for example, pumps the smell of popcorn into the area around the park entrance. Some hotels and car dealerships have done the same to encourage customers to be in a more relaxed mood.
Companies test market colors of their stores. Ever wonder why so many fast food restaurants and grocery stores feature orange in their color scheme? It makes you hungry! By chance have you noticed that most prices end with .99? Studies have revealed that you will perceive an item as being cheaper if is priced at $19.99 vs. $20.00. OK it is cheaper by one cent but sales go up considerably when this is done. Salesman also use a variety of methods called “closing techniques” to increase the likelihood that you will buy. They increase urgency “the sale is only good till 6:00.” They will use an either/or close “would you like me to delivery it or should I package to go?” They will play on your emotions, “certainly you want to provide the safest transportation for your children, buy this car and you’ll have it.” Welcome to the world of capitalism, this is business and these techniques have been developed over hundreds of years. I call it marketing, Jill refers to this as manipulation. It may not feel good to be “played” but do we not have a society of caveat emptor? |
I can’t speak from the position of self-employed or even salesperson – since I’ve never been either and don’t really wish to be. I know I don’t have the personality to push/persuade people to buy things – so working on commission would not be profitable for me.I can only speak from the position of consumer – and when I feel like I’m being pressured or manipulated, it bothers me. I don’t like feeling as if I am a part of a game – each side trying to best the other.Buying a high-dollar item shouldn’t be a process of strategizng to be sure you aren’t being taken for an expensive ride. And yet, walk into any dealership, furniture store or even appliance store and it’s ‘game on’ from the time you walk in the door. The salesperson is ’sizing you up’ – trying to decide which sales technique will be most effective to get the sale. Some people are politely subtle – others are ‘in your face’ obvious that you need to engage in the virtual chess match.I don’t mean to villian-ize all salespeople. I know there are decent, ethical people who can both make a decent dollar and close a deal – and still be able to look themselves in the mirror each morning. I applaud you and wish you could share your ability with your cohorts.
You know the saying about “one bad apple . . .” - unfortunately there are many bad apples in the sales industry that make consumers like me suspicious, weary and frustrated. I get the concept of marketing and how it can be seen as manipulation. Strange as it sounds – I don’t really have a problem with using scents, colors or other marketing techniques to encourage consumers to spend their hard-earned money. It’s the person-to-person manipulation techniques that offend me. It’s just another version of the bully on the playground trying to take your lunch money . . . except there is a lot more at stake now. |
Can you share an example of when a company went too far to sell you their products or services?
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