Working at a marketing agency has exposed me to a lot of bizarre client situations, the least of which is people trying to cancel their services in all the wrong ways. There are a lot of reasons that people cancel or suspend their services – lack of budget, poor results, dissatisfaction with the company providing the services, unexpected personal circumstances, selling the business, taking over marketing operations in-house, etc. But no matter the reason, there are a few best practices that you should adhere to when canceling your marketing services:
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Expectations are a funny thing because they can vary so much from one situation to the next and change so drastically over time. For example, the other morning I was up much earlier than usual and decided to watch some TV. As anyone who has ever watched late night/early morning TV knows, it’s slim pickings! Your expectations are way lower than they would be when you turn on the TV during primetime because the supply of quality programs is scarce. You look through the guide for something that you can tolerate versus something you actually want to watch because your situation necessitates a shift in expectations. When it comes to consumers’ purchase decisions, the same is true – situation dictates expectations.
I once heard a speaker at a marketing conference tell a story about changing travel expectations. He explained that as a kid he would travel with his family and whenever they checked into a hotel, his mother would go into the bathroom to ensure that a strip of adhesive paper had been put over the toilet seat indicating that it had been cleaned prior to their arrival. That was how she determined the quality of a hotel. He went on to say that these days room cleanliness is just assumed as a standard and the things that set hotels apart are the special amenities like free breakfast, wifi, hot tubs, spacious gyms, concierge services, etc. These features are what makes a hotel’s reputation and brings in business. In this case more supply has led to a need for greater differentiation, causing hotels to go to great lengths to top one another. But this is certainly not the only example of changing consumer expectations – in every industry expectations continue to evolve over time. So what does this mean for your business? |
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