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Earn My Attention, Don't Steal It [The Customer Code Series]

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15.11.2018

Editor’s note: This is the second post in an 11-part series on the HubSpot Customer Code. You can subscribe to the full series here.

Your time is precious. So is your customer’s.

We know this is true, but we still somehow feel okay about stealing another person’s time and attention when we’re in a business context.

Wait…stealing? Really?

We don’t think of aggressive sales and marketing tactics as stealing. But, what’s the word for when someone takes something from you, that you value (like your time) without your permission and gives you nothing in return?

I think the word is “stealing.”

And the end result of all this attention theft is that customers don’t trust us. Globally, only 3% of people say they trust sales and marketing professionals. That’s two meager percentage points above politicians and car salesman — ouch!

When a company reaches out to people without permission, 85% of consumers say their opinion of that company goes down:

The people who were on your “target” list of great potential customers are now less likely to buy from you in the future because you didn’t earn their attention, you stole it.

Evidence of this low opinion........

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