Introductory Offers

It’s hard to find a segment of commerce that doesn’t offer some sort of introductory offer to new customers. Telephone and cable/satellite TV providers definitely lead the list, but other commercial enterprises look for ways to entice you to bring them your business. This ploy can be called the hook for it is offered not because you are an excellent person, but because the business in question wants a bigger market share and more customers are required for that. Once they have you, it’s on to the next new customer. An honorable practice? I don’t know; it sounds much like what a drug dealer does in handing out “freebies” to what are hoped to be future clients.

I can see why companies offer these incentives to new customers, but I fail to see why the same companies are loathe to provide any consideration to long-time relationships. There can be only one reason: the percentage of folks taking their business elsewhere is very low. If no one leaves, why offer them anything for their loyalty? Uh oh, that must mean that those who take our money care nothing about us other than the continued cash flow we represent. So much for that slogan of “your business is very important to us” meaning anything of import.

OK, so be it, but the playing field is far from level if we, the customers, do not exercise our rights to affiliate with other companies offering identical services at a lower, albeit introductory, price. I know, it can be a hassle at times and, at other times, impossible due to availability, etc. But by and large, the introductory-offer scam succeeds because we allow it. Sometimes the mere threat of switching allegiance is enough to extract some reward for our loyalty, but even that takes some effort from us.

If you’ve had quite enough of seeing better offers for new customers, I’ve a suggestion: take advantage of as many of them as possible. Change your providers for phone, television, utilities, and so forth if you’re able. Some options are limited by geography or unique services available only through certain companies. Even then, call your provider and tell them you plan on switching unless they reward your continued patronage.

Many times we go into a retail store and are offered a discount on our purchase if we open a credit card. And, many times, we’d rather not take the time. Take the time! Save some bucks and then cancel the card if you want. The offer is made in the hopes that you’ll be back to spend even more. So what’s wrong with dashing the hopes of an entity trying to get a hook into you? It sure sounds fair to me.

If we took the time to send a message to those with whom we do business that we deserve some recognition, too, I think we’d see a realignment in the world of introductory offers. No, they wouldn’t go away, but we may see more perks extended to long-time customers. It’s all about being savvy consumers and recognizing the true motive of those seeking our business. Would this be considered a large victory? Perhaps not, but in these economic times, any victory is worth savoring.