 It
Doesn’t Work for You, But You Want Me To Buy It?
By Ed Rigsbee, CSP
(741
words)
When I first launched
my career as a full-time professional speaker it was 1991 and my friends
told me that I needed a computer. What I was going to use it for was
still a mystery to me? I visited my local technology store and made an
appointment to have the manager demonstrate this retailer’s house
brand computer, a Tandy.
At the time, this
company that I guess once sold radios from a shack used “your
technology store” in their print and broadcast advertising. It was
a good positioning strategy for a national chain. Since locally, they
were my “technology store” I had fully intended to buy a
computer there, that day. When I arrived, the manager was still messing
with the computer. It seemed that he was having trouble making the technology
run correctly—that was clue # 1.
Finally, he somewhat
got the technology working but we were interrupted by a customer
who had come in the store to pick up her computer. Her technology
(a computer similar to that which I was considering) didn’t work and
the store people sent it out for repair—that was clue # 2. The manager
and I were not directly interrupted because the woman was dealing with
the counter clerk. In time they got louder—as the technology
(computer) was not back as promised.
The store manager was
trying his best to ignore the woman. Perhaps he figured why mess with an
unhappy customer when he was trying to make a sale? I messed him up
though, by suggesting that he handle the situation. I told the manager
that I’d be happy to wait for him. He approached the counter with the
store clerk and the not so happy camper, the customer.
I was blown away by the
fact that he made no real effort to solve the woman’s problem. In
fact, he basically told her tough luck! While sometimes I might
be a slow learner that was clue # 3 for me. Was this the kind of place
that I wanted to spend my money? Before the manager got back to me at
the table where the Tandy computer sat, I had visions in my mind of one
day being that same woman, needing help and being told, tough luck!
When the manager
approached me, he now had three strikes against him in my mind. I
thought, “Perhaps others liked to buy their ‘technology’ from
the guys that once sold radios from a shack—but, not me!” So I told
him that I was late for an appointment (yes, I told a lie) and I got the
hell out of there. I did not want to be an unhappy camper customer in
two or three weeks. He blew a $1,600 sale that day. I have always
wondered how many retail sales that manager was personally responsible
for sabotaging during his employment at that particular technology
store? If he sabotaged
just one sale like that each day for six months—five days a week for
26 weeks—gosh, that’s only $208,000.
What could you do with
an extra $208,000 every six months?
- Hire
better employees?
- Train
your employees better?
- Go
on a much-needed vacation?
- Pay
your vendors on time?
- Pay
the IRS?
- Buy
new store fixtures?
- Buy
new technology for your store?
- Buy
advertising on your local cable TV station?
- Put
it in the bank for when you are an old fart?
- Buy
that Porsche you’ve always wanted?
- And
the list goes on and on…
When you are serving a
customer, or the lack there of, you are on display. Potential customers
are watching your actions. You can preach customer service, customer
satisfaction and value from the highest peaks, yet your prospects are
watching your actions. And, your actions speak so loudly, that most
really can’t hear a word that you are saying—they are too busy
watching your actions.
Additionally, anytime
you are selling new or innovative technology, you had better be sure
that the demo works. If a customer is just a bit hesitant about using
something new, as was I in this example, a simple screw up on your part
will send the prospect running as far and as fast as they can. Most
people need help with technology. What is old hat to you, most likely is
rocket science to your customers and prospects—treat them kindly.
To
access helpful additional information from Ed Rigsbee at no charge,
please visit www.rigsbee.com/downloadaccess.htm.
# # #
Adapted from Rigsbee's forthcoming book titled, Customer
Service Screw Ups--Learn from the Mistakes of Others. In this book,
Rigsbee rants about the crummy customer service he has received and offers
suggestions on how you can truly partnering with your customers.
Ed Rigsbee, CSP is the author of PartnerShift,
Developing Strategic Alliances
and The Art of Partnering. Rigsbee has over 1,000 published articles to
his credit and is a regular keynote presenter at corporate and trade
association conferences across North America. He can be reached at
800-839-1520, ed@rigsbee.com, or
visit www.rigsbee.com.
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