The Dore Program has had a controversial history when it comes to its sales and marketing. Complaints have been made about its TV advertising and its online advertising has on one occasion been deceptive. Unhappy customers for whom the treatment didn’t work have been vocal on bulletin boards and on the radio. Much of the science used by the Dore Program to promote has been heavily criticized.
About two years ago I wrote an brief piece called Aggressive Marketing Tarnishing Cerebellum Based Treatments? Over the last few weeks this article has gathered almost thirty comments and become the center of a debate and criticism about the Dore Program’s selling methods. Many of these comments claim to come from members or ex-members of Dore’s staff, others claim to be from customers. There is no way of validating who these people are. They may be genuine or they may be people with malicious intent towards Dore for other reasons. However many of the comments talk about the new sales management brought in over the last 12 months and talk about the sales technique in some detail so I believe at least some of the comments are genuine.
Here is a representative selection of quotes from the comments.
“I am an ex Dore employee and can confirm that Dore have the hard sell approach…” – JackDore
“I have first hand experience of how [Dore’s] sale team works…. Their strategies and tactics are underhanded and deceitful. They are wolves in sheeps clothing beware!” – Oxy
“I then recived a phone call and was offered a home visit to explain what Dore did. I found it really useful and not in the slightest ‘salesy’ … Had it not been for [the Dore salesman] my son would have been starting the Senior school with his normal dose of ritalin” – olwen
“…just be aware that the person who visits you is not medically trained and working on commission.Thats not to say the program doesn’t work it does…..I too am an ex employee, loved the product hated the politics….I’m not sure Wynford actually knows whats going on” – Graham
“I think its a well known fact that this business has cost Wynford a lot of money and he is passionate about reaching all in need, for him its not about making more money…” – Mark
“I do believe Wynford’s sincerity and commitment.” – David
“I have been here 2 months as a Programme Advisor and can honestly say it’s the best job i have ever had. At no time have i been put under pressure to sell.” – current employee
“I am an ex Dore Programme Adviser and what can i say i have wasted over a year of my life with that company. The programme does work for many and that cannot be taken away however the underhand sales team does put a big black cloud over the programme.” – truth
“I genuinely believe Wynford has a passion about the program and is trying to do good, he has put in place a sales management team that has delivered good figures for the first time, however the sales management style is not in keeping with a caring company and they have ruffled a few feathers with the traditional Dore staff that helped build the company” – Bob
“The [Programme Advisors] are pushed and pushed to the limit you need to work 7 days a week late nights weekends etc in order to obtain the 16 a month target that you have.” – worried
“I too worked for Dore for some time and its so sad to see that all the good that wynford has done over the years being pulled from under his feet by the simple fact that the sales so called management are just conserned about the about of money” – mug
“Looks to me that this is just sour grapes by people who are no good at sales so get moved on. ” – steve
“The introduction of a new sales operation last year was initially viewed with scepticism but is now welcomed with joy. They are professional and informed and our clients certainly do not complain of under hand sales tactics.” – Annoyed and angry
I have asked Wynford Dore for an official response on these comments three times over the last few weeks. I have not received any response apart from a message from his secretary saying he is busy.
The marketing of the Dore Program has always been very effective at getting TV and press coverage by making claims that may be true but cannot be backed up by independent research. The Dore Program works. This blog would not exist if it hadn’t worked on me but the reputation of Wynford Dore, the Dore Prorgam and the science behind it is being seriously damaged by Dore’s approach to marketing.