How Small (and Large) Businesses Kill Advertising Effectiveness

I just tried to get some information to enroll my daughter in a Montessori school in Meridian, Idaho (New Way Montessori) and the owner (or at least the person answering the phone with the same first name as the owner) did exactly everything she could to get me to NOT buy from her.

If your prospects experience doesn't meet the expectations set by your advertising, you begin the destruction of the effectiveness of the ad that got them there (in this case, I found them in the phone book and looked them up on the web). So you spend a lot of money to get a prospect and then systematically destroy the effort by the experience.

Ask yourself if you are making any of the mistakes this business owner made.

I called and asked if I could get more information and she said yes . . . good start. "Do you have a language program?" No, ok, not a deal breaker, I can send my daughter to another language school part time.

I asked about pricing since I couldn't find it on the website. Her immediate answer, "you can come in and pick up a price sheet." I said no, I'd like to find out about pricing from her.

Her next question, "How did you hear about us?" Normally, I'd appreciate that question, in this case it was irritating because it was an attempt to avoid my original question. I told her the phone book and her website. Her response "The yellow book?" She's losing me. My response, yes.

Her next response "What programs are you looking for?" My response "What programs do you offer?" To which she replies "half day and full day programs." She then proceeds to tell me that I should choose a five day a week program because it is best for scheduling. The question burning in my mind at this point was "best for who?"

I told her I'd be interested in a three day a week program because my daughter would need to attend a separate language school since they didn't offer a language program. Her reply "A five day program is best for scheduling, but we do have morning and afternoon classes, you can come in and pick up a price sheet."

This is becoming monotonous because I simply want to know what the fees are, I'm just beginning my search. When I'm ready to see her facility I'll come in, I'm not ready now, I just want more info. About half of the schools post their pricing on their website. Price is not my only consideration but it is one I want an answer to since I can compare programs online.

So, I ask again, what is the pricing for the half day program three days a week? Her answer: It depends on whether you choose morning or evening there is different pricing based on what you choose. Me, totally frustrated by the experience and beginning to wonder if I want my child anywhere near a Montessorian . . "Can you please stop running me around and give me the pricing, I've been asking since I got on the phone or I can just choose another school . . . to which she so politely responded "Have a nice day."

I wonder if she ever did the math to figure out what it cost her to get me to pick up the phone and call her. I wonder if she had to pay to ask to do business with me if she'd treat me the same way? But in fact she is every time she buys an ad.

Now, not only has she completely alienated me from buying from her, but she has caused me to reconsider Montessori. If her projected intellect is an indication of the quality of person allowed to "own" a Montessori school, I'm not sure I want my daughter learning logic or any other skill from her.

I can afford any school I want to send my daughter to. I chose Montessori first because they have a good reputation. I chose her school because it was listed in the phone book and with the International Montessori Society.

So, now I'm on the search again but this time, instead of looking only at Montessori schools, I'm broadening my search to encompass schools with other credible teaching methodologies . . . But one simple answer and then questions that didn't seem self serving would have probably netted a new customer on the phone . . . and certainly would have encouraged a visit.

There is a good lesson here.

When people call and ask for information, give it to them. You aren't hiding anything from your competition by making it hard to buy from you. You are not increasing the likelihood of a sale when a large majority of your competitors publish pricing. I know what I should be paying for Montessori schooling, I can look it up on the web. What I really want to know is how much will I be paying you? And, price isn't my issue, time is, location is, but most importantly, how you'll treat and teach my daughter is.

The appropriate time to ask how people heard from you is after you've developed rapport. It doesn't much matter how they heard about you if they aren't going to do business with you.

If you are going to not say what your pricing is (which is so unreasonable when I can find the price of anything online) at least have a reasonable story as to why you won't.

Don't force people to do business your way, allow people to collect information from you and buy from you in a way that is convenient for them. People pay for convenience, often more.

Finally, never forget, you spent hundreds if not thousands of dollars to make the phone ring or to get someone to your website. Their initial experience determines whether they become a customer or simply a supporter of your competitor.

And, to the brand managers of Montessori: Train your people in real selling processes. Don't just focus on selling the the franchise or licensing the name to them. Teach them how to succeed because when you do, you earn a lot more in the long run.

And, isn't it interesting how word of mouth marketing works today, you are reading this wherever you live in the world and it may make you question Montessori. If I were really angry, I could go to Yelp and Citysearch and leave really negative comments that would trash her business when people search for her online. I'm not really interested in causing her harm so I won't do that, I just hope one day she'll figure it out before she goes out of business. But one bad experience can have wide ranging impact to your business.

When you focus on making your prospect's experience remarkable, you make your advertising more effective than ever.

Comments

Thanks for sharing the story Dave.

In our world of uncertainty there's no way we can get access to unshakeable information about the all-around quality of a product/service. We have lots of questions waiting to be answered, especially for products/services we'll have in the longer term.

Will the product function as promised?

Will the vendor service the product as promised?

What if the product/service turns out to be not suited to our needs?

In this context, the "quality of the relationship" between the business and the customer takes precedence over everything else. If the business can't instill sufficient trust in us, how can we believe in the remaining crucial claims of their sales presentation?

Destroy the trusting relationship, destroy the sale...

Best Regards,

Emre Yuce

Turkey - Bandirma

Posted by: Emre Yuce | January 30, 2008 at 08:20 AM

Dear Dave:

You certainly haven't been well served by the operators of the school/business you were looking to entrust your daughter to. Maybe you could help them out on the business development side.

It happens too often and we trust the marketplace will deliver their just rewards.

However, I must speak up in defense of Montessori.

You declaim:

"And, to the brand managers of Montessori: Train your people in real selling processes. Don't just focus on selling the the franchise or licensing the name to them. Teach them how to succeed because when you do, you earn a lot more in the long run."

Turns out that "The name Montessori is not legally protected, and can be used by anyone, for any purpose; it is vital that anyone searching for a good Montessori school or teacher-training center be aware of this. Most of the Montessori sites on the Internet today exists to advertise one particular Montessori organization, school, or training center." --www.montessori.edu

Lots more on Montessori on that site.

It's an interesting alternative to traditional schooling, therefore the buzz.

I have no connection to Montessori, other than having a sister who teaches at Sands Montessori in the Cincinnati Public School System. The principal there isn't much on marketing either, but the parents line up to get their kids in.

Your daughter will do fabulously wherever she goes.

Love to all.

Steve Markowski

Posted by: Steve Markowski | February 05, 2008 at 09:17 AM