Driving Revenue with Legalities: How Indiana’s Lemon Law Can Enhance Your Business Strategy
Understanding the Role of Law in Marketing
As marketing automation and demonstrated revenue generation are becoming more deeply intertwined, businesses have become revenue engineers, often abandoning the traditional marketing strategy that depended on the journalism-meets-storefront-sales-rep model. This trend requires revenue engineers to find themselves distilling the law before them and deploying it in strategic methods. Courts are not unlike a jury of a company’s peers, and can be swayed by a clear, deliberate method of presentation.
The law is an integral part of any relationship involving marketing. If a company employs sales reps, those rep’s representing your company have fiduciary duties to your customers as described by the law. Usually these duties include prompt responses and proper handling of customer complaints, refunds and returns. The customers also have their own legal rights and obligations in any business transaction, and can have them imposed by state statutes, including Indiana’s “lemon law.” Know it to prevent wasted money and time by improving your lead management techniques and enhancing customer satisfaction.
What is “lemon”? A product, usually a vehicle, with manufacturer defects. A manufacturer who sells a “lemon” can be liable for damages, including the lost value of the defective car, costs to replace or repair the lemon, reimbursement of travel expenses to the dealership, and the legal fees for filing a claim. Let’s focus now how to use those damages to your company’s advantage.
In the past, companies spent millions advertising new products, but now consumers demand more control over how they receive them. Using legal standards, like the one imposed by Indiana’s lemon laws, allow businesses to anticipate consumer demands and requirements and improve customer loyalty and, ultimately, profits. When revenues are understood in space, time and value elements, legal tidbits become innovative tools to connect marketing innovation with customer satisfaction.
The law requires compliance in any successful business venture, and marketing should pay attention to details, especially when missteps can be costly. The risk of losing customers to the competition is a larger and more visible loss; however, allowing a customer’s perfect car to be broke down by a minor defect in the engine’s wiring undetected by the lead management software because of improper lead management techniques between sales reps and support teams can cause more damage to the brand than recovering a few lost customers. In fact, the accidental “missing” the opportunity to legally require compliance from customers and partners ranks as an area that causes brand damage even when businesses develop plans for removal. It speaks to uncertainty in the marketplace and the power of the law to keep a business relevant and profitable.
Understanding and deploying the law to create marketing innovation is a powerful way to yield dividends in hard dollars and soft success. If a business identifies a source of extra money- through managing a customer’s claims to make sure he doesn’t have a lemon- the brand becomes a profit-generating machine. Interplay with the law has unlimited value in the 21st century, so be sure to get yourself in the loop about your customers’ rights.
Removing barriers to positive flow of goods from source to completion, while complying with consumer protection laws, is a method of improving customer service that supports profits. Customers may not know how to file a lemon law claim in Indiana, but you do. Now it’s your turn to bring an Indiana “lemon law” claim to bear. To learn more about how to win that claim for your customers’ benefit, check out Bringing an Indiana Lemon Law Claim: The Ultimate Guide, right here.
