As I've mentioned before on this blog, I'm a strong believer that Field
Marketing, much like any other industry, should be conducted ethically with
profits never taking precedent over the treatment of customers, clients or
employees. However, it's important to realise that being ethical doesn't
necessarily come at the expense of profits - in fact keeping things ethical can
actually have a positive effect on the success of field marketing and business
in general.
Firstly it's crucial to remember that unethical business practices can be
hugely detrimental to your company and its profits. Making big promises might
help attract public interest but if you fail to live up to your promises then
you risk leaving your customers feeling short-changed, possibly leaving them
unwilling to use your business again. Also remember than making promises you know
you cannot keep could also land you in hot water with authorities if your
customers take issue. Hiding sneaky get-out clauses in your company small print
might make sure you are legally covered but it likely won't win you any fans
and may attract negative publicity, for example the Tesco iPad blunder I talked about in a previous post.
Field marketers need to take special care not to cross a line and dip their
toes into murky, unethical waters. While the face-to-face nature of many field
marketing techniques provides a great opportunity for savvy salesmen to
persuade would-be customers to take the plunge, there are also important
considerations to be made. It could be tempting to use overly-aggressive
tactics to get a sale or to bully or trick a young or elderly customer into
paying for something they did not want, do not need or do not understand -
however such techniques come at a cost. These customers may have given your
their money today but they are unlikely to return. Field marketing agencies
also have their clients to consider. If a customer feels they have been taken
advantage of they will take it up with the client company, something which will
not reflect well on the marketing agency in question and could lead to them not
being used again or even dropped immediately.
By contrast, doing things by the book and focusing on customer satisfaction
can have a hugely positive effect on business. A customer who is pleased with
the treatment they have received is far more likely to return and might suggest
you to their friends and family. Good word-of-mouth is something that most
businesses simply can't afford to ignore. The potential positives of ethical
marketing have been highlighted in a report by Ethisphere detailing the most ethical companies of
2012. Major brands like Microsoft, Starbucks and PepsiCo all appear, showing it
is possible to be both ethical and hugely successful.
The fact is that while it is possible to cut corners in pursuit of a quick
buck, in the long term it pays for field marketers to keep things honest. In
the long term, ethical equals profitable; a fact that should definitely not be
ignored.