Know-How Exchange : Customer Behavior

Hi ber0421muda,

I agree with aosterday, I would not poke fun at yourself. I just don't see what you have to gain by "falling on your own sword."

However, I would get ahold of that letter and be prepared to talk about it, but, as Rickster points out, 2.5 years is a long time and most people will have moved on and if not, their memories have or they have bigger problems to solve now.

Iff they bring it up and you defuse it properly, many of them will add with a wink or a snarl, "yeh, our management makes dumb decisions like that all the time too".

The truth is, it might have been a great management decision at the time. Find out why they made it, if it was a good business decision, many people might even empathize with it.

You are the face of the company, not a managerial decision made years ago. Just over exceed their expectations in the future, deliver exceptional value, make their current pains go away, and for the most part, I'll bet nobody holds it against you 3 months from now.

I hope that helps.

Everybody has given you some great advice that should certainly be well heeded.

However, I see where your idea, if crafted just right, could be kinda funny and reallt stick out. I'm picturing a fusion of the two ideas:

You are the nice, cleanly shaven, college boy who has come home more mature with a fresh look at life.....
....but you also have a "I'm with Stupid" t-shirt on with the arrow pointing up or a "kick me" note stuck to your back!

You could approach the humor in a way not directed toward yourself, but "other companies who do that stuff". Perhaps you could use age as a metaphor.

It all depends on the temperament of your clients.

As long as you focus on the positive aspects, I think you could pull it off!

Good Luck!

You don't give us any info on the price, profit margins, or competitive situation, and so I'll assume this is a relatively profitable market segment...

If I were making the contacts, rather than poking fun at myself, I would begin by trying to determine whether or not my company is truly committed to the market this time. As a marketing manager, I would quantify the level of this committment in terms of budget and enough time for the program to see results, and I would seek direct involvement of your President.

If the company is willing to commit to over a year of sustained marketing to the abandoned customers, if I were making the calls, I would approach the previous customers calling on behalf of your company president. Others may make the calls, others may draft the letters, but the signature would be his (or hers). The personal involvement of your President will help gain credibilty... I do not feel starting with an appology is neccessary - no reason to raise red flags, plus most of the folks you contact will not have any idea of what you did or didn't do 3 years ago... but if someone has a legitimate complaint, you can assure them that their comments will be passed directly to your President, who can respond as appropriate.

... and I would also want the person making the calls to speak directly with your President, to convey feedback from the market to your President.

Others will say, "send an email" or "send a letter" or "call on behalf of Vice President so and so" - but I'm not sure that has the same effect.

Everyone makes mistakes - and if your company is committed to listening and responding to your market, and serving your customers in the long term, I'm sure you can win some of them back.

Good luck. If you want me to make some calls, check out my profile, and give me a call.