What do you do when you want and need to purchase a product and
the company is hiding from you? Interesting concept isn’t it?

#96 Heads in the sand

Here’s a lesson to be learned by anyone who produces and sells a product -- particularly if it is targeted at a professional technology market. Don’t hide from your customers.
__ In setting up the new Graphic-Design.net servers for the Creative Directory and Designer Certification programs we encountered one key piece of software that is required to hook the database into the server. This particular product (we won’t mention names yet) is highly recommended by the the media as well as all of the spokespeople for the database program it supports.
__ “It’s the one we’ve got to get” sez the web guru, so I say okay, we’ll order it.
Trying to buy this product turned out to be like chasing down a spammer. First, it’s not in any of the popular catalogs that appear on our desk every week. We called them all. And it’s available at any price range so long as it’s straight retail. No discounts, no side-grades. Retail.
Visiting the website was no help either unless of course we wanted to purchase via the insecure order page.
__ I wanted to talk to someone. Several emails to the company (some to different addresses, including the webmaster) brought canned autoresponses seemingly from the same person. I grabbed the phone number and called repeatedly -- each time, being answered by voice mail saying to leave a message and they would return the call. Which they didn’t. I called a total of five times.
__ It was beginning to look like this company was run by one person -- who is on vacation -- until finally the return call arrived. After lavish apologies for not getting back, the order was written with 2nd day delivery urgency expressed. No problem. Here it comes Mr. Web Guy, so, stand by.
Here we are, a week later (more than three weeks after the decision to purchase) and still no product. One web hosting client on hold, and the Creative Directory project in the wings... and no product. Calling once again to follow up yields the same voice mail, and automated responses. We’re wondering now if each order is processed, boxes made and manuals printed one by one as the orders come in -- by the same person??? It’s a good thing we hadn’t ordered a respirator.
__ If you plan to produce a product or service then hide from your customers, just don’t bother in the first place. Okay?

Are you hiding from your customers?
Why even try if you’re not going to take care of your customers:

1. Email address on each page that will be READ and responded to by a PERSON.
2. Contacts: Easily accessible “Contacts” page
3. Phone numbers
4. A real person to take each call... as the load increases, either add lines or menus... but have that person answer first.
5. List alternative sources. If the product is available elsewhere, post the contacts. Dealers are thrilled to be listed by manufacturers.
6. Consider a ‘white paper’ or other product/service house talker that is available via autoresponder.

Don’t make your customer dig to do business
with you... many won’t.


Fred

PS: Please write and let us know what you think!

Fred Showker is director of The Design & Publishing Center on the web at http://www.graphic-design.com/, and is a co-founder of both The User Group Forum on America Online, and The User Group Network at http://www.user-groups.net/. He has been a user group activist and supporter since 1984.

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Fred Showker, nationally recognized designer author and speaker, is a 25-year veteran of the graphics industry, with his own firm Showker Graphic Arts & Design. Heís an associate editor for the Mug News Service (MNS) as well as Home & School Mac. You can see Fred in action at any of his Design & Graphics workshops around the country sponsored by Dynamic Graphics Educational Foundation, InHouse Graphics, PrintFest and others. You can chat with him directly on America OnLine, where he is ìAFA Shwkrî, a forum assistant in the User Group Forum (UGF), or in eWorld as co-host of the WORKING SOLO forum.
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