As a part of the ongoing RTA Business Complaints
series, this week we look at customer expectations, and how promising what you
can’t deliver can poison your reputation with consumers, and when the time
comes, with potential buyers looking to purchase your company.
Your
Reputation Matters with Potential Buyers
We understand the nature of reputation here at RTABusiness Consultants. We’ve been helping people all over the country sell their
businesses for years, and in our experience, we’ve seen that a bad reputation
hangs like an albatross around your neck when you’re trying to persuade a potential
buyer that your business is right for them.
Nothing will give your firm a bad reputation quicker
than a slew of angry customers. Customers get angry for a number of reasons;
one of them is when your product doesn’t deliver what you say it will. They
feel as though they’ve been swindled, take to complaints forums and before you
know it, your reputation is shot to hell. Just ask National Health Specialists (NHS)
The RTA
Business Complaints Case Study
A New Zealand-based health specialist, NHS released a
new product and marketed it as a miracle pill. The Lemon Juice Diet Rapid
Slimming Capsule was billed as a slimming miracle. Of course, the company
promoted the pill with a range of advertisements.
The advert made the mistake of promising that users
would slim by two kilos every 24 hours. Naturally, this turned out not to be
true, and someone complained to the country’s Advertising Standards Authority
(ASA).
Remember:
Customers Don’t Like Being Lied To
The ASA were swift and brutal in their judgement. They
ordered the ad be removed from circulation, noting that it promised unrealistic
and unsafe weight reduction, which the parties in question were unable to substantiate.
Of course, its generated press and the complaint, along with the decision made
labelling the NHS as a disreputable company, will linger like a bad smell,
damaging their reputation going forward.