Trade Show Marketing

Service — The Quiet Marketing Tool...
A Tale of Two Companies

Have you ever had that numbing feeling that once you've purchased a product or service that you may never hear from the seller again? It can be a lonely and frustrating experience.

I recently purchased a new Fax machine to replace my old outdated one that was ready for the junk heap.

After doing all the necessary research, which included talking to my neighbor and reviewing the various consumer reports on such items, I made my decision and purchased a machine from a local office products emporium.

After connecting all the proper wires and cables to the designated outlets, I was ready to test my purchase. The warranty card was to be faxed to the manufacturer who would, by return fax, verify that the machine was working properly. I was told that If I didn't receive verification within 24 hours, I should call an 800-number to find out why. I sent my warranty card as instructed and the journal printout on the machine assured me I had sent an "OK" transmission... I did not receive a return fax!

Upon calling the proper 800-number, I was subjected to several options from a voice mail menu, none of which remotely concerned my problem. After several attempts at trying to reach an operator at the 800-number and one to the company's main switchboard, where I again was treated to another voice mail menu, I faxed a message to the factory requesting that someone in the Customer Service Department give me a call. The Customer Service people faxed me their 800-number... the same one I had called before! I felt betrayed!

I'm quite sure that I won't buy another product from this, rather well known, manufacturer in the future. It is too hard to do business with them. Poor service ended a relationship!

Not long ago I purchased a new television set. Within a week of returning the warranty card to the manufacturer, I received a call from a Customer Service representative asking for a few minutes of time. She wanted to know if I was pleased with my purchase and did I know where to go for service if it was needed? She informed me that I would be receiving a catalog of other products manufactured by her firm for future consideration and hoped that I would become a repeat customer... You bet I will!

Good Service has built a good relationship! Good service will go on to create other opportunities for additional, more profitable sales. This company has heard the message... existing customers are your best prospects for expanding sales. They understand the "lifetime value" of their customers.

Can you relate to these companies? Which one? Do you "take the money and run"... or do you cultivate the garden of satisfied customers for future harvest.

Service can make you or break you. It's your choice.