Golf Car Service
The Villages Golf Cart company is making a strategic marketing error. To unilaterally increase the service (almost double) and to ignore the quoted program charges to past purchasers, is a big mistake. Future sales will be affected by us who respond to inquiries from potential buyers will now have to warn them that this business can not be trusted to stand behind what they communicated to past purchasers. A big mistake!
If it were my business, I would announce the needed increases affective immediately BUT grandfather all those customers who purchased carts and were quoted the $75 price which included pickup and delivery. What an opportunity to rise above the competition and maintain a reputation built over a long time. The long term actual cost would be minute compared to the bad press this decision will bring. They will need the service income at some point when "new" sales start to decline as the growth of TV begins to slow and "we will remember".
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