More advertising is not the answer.

• Author: Hall, Robert
• Position: Marketing Solutions

"Only 26 percent of the average bank's customers expressed any interest in considering that banker their next financial purchase."

"In the post two years overall loyalty to brands (has) declined by 11 percent."

"Last year ad spending at large banks increased 10.8 percent"

--American Banker, August 18 and 22, 2003, citing Forrester Research and Goldman Sachs

Sometimes, lightning strikes twice. We found ourselves at one of the large discount electronic retailers--the same place we bought our last television--in need of a new one. "Shopping for a television?" we heard. It was our neighbors Bill and Sally. "Yes," I answered. "That lightning last week knocked out the television in our bedroom."

"Just one?" Bill asked. All four of their televisions had been knocked out; it was the second time for them to be struck in 10 years. Bill, a lawyer always ready to ply his negotiation skills, suggested we pool our needs and see if together we could get a "five-set discount."

The store had rows of televisions. We had already navigated through flat screen, high definition, custom, SONY, Samsung and a plethora of sizes. We had finally narrowed down our choices, and so had Bill and Sally. Bill approached the nearest salesperson and asked, "If we buy five TV sets, what kind of discount can you come up with?"

Obviously underempowered, the salesperson was caught off guard. "Well ... maybe ... sometimes they do that ... I'll have to ask my manager," he offered as he edged away.

I saw him talking to a guy about two rows away--the same one I had chatted with a couple of minutes earlier. I remembered his name tag said "store manager." The salesperson returned after a few moments.

"No, we can't do anything."

That's all. No, "I'm sorry we can't budge on the price, but on delivery and installation I can give you a good deal." Just one delivery stop for five sets should have been worth something. No manager coming over to say, "I would like to find a way to do business with you."

What happened to the buying experience?

Apparently the manager was willing to avoid us and our business in order to bypass a "conversation" about price. Yet, he was this close to selling five TVs. We were predisposed...