Do you push your customers around?

An interesting article in Marketing Week on the working relationship between sales and marketing functions got me thinking.

Diageo seek greater sales and marketing unity.

Set in the context of retail marketing the article says the two functions at a major retail supplier are going to work together to push customers to a sale.

I found this use of language interesting (not withstanding the organisational problem of marketing and sales not working together)

What does ‘push’ infer? Sounds to me like customers are seen as resources to be exploited? Isn’t this the ‘sales’ led mentality that is criticised in conventional marketing management theory.

Don’t get me wrong, of course companies need sales and profit, and yes they are under pressure to compete, and for sure customers need compelling reasons to buy.

To be ‘pushed’ to a sale? What is this saying about how this retailer sees ‘you’ the customer? Are you an unthinking dupe who has to be told what to do? Are you incapable of making an informed choice between offers of value?

If the value proposition was any good wouldn’t you see it’s relevance to your needs and your life?

I feel for the marketing function here. Seems probable they are the junior partner and not making their advertising pushy enough for the sales team?

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