Earlier this week I went off with JZ to help her choose a new computer.
While on this brief stint to a large national purveyor of electronic goods, I saw the sales person put something into action that made me smile and cringe at the same time.
There are a ton of different models to choose from these days, right? After understanding what she would be using the computer for (internet, emails, a bit of video editing, digital pictures) we found a great deal.
An Acer computer filled with all the specs and features she would require, plus more.
And the price was good too. But then it happened….
After saying, “we’ll take this one” the sales person went into a speech on what else JZ could add onto her computer. Warranty, printer, etc — and that’s all great. That was expected and, in the long run, makes JZ’s life easier. Using this up sell and cross sell technique was a job well done.
The sales person then went on, “the computer also comes fully installed with ads and other things that will slow down your computer.” “We can remove this for you and give you a back up disk for an additional $150.”
He didn’t just suggest it, he pretty much expected it.
“You mean to tell me that you are selling computers, brand spanking new computers, that come preinstalled, not just with 3 or 4 programs I don’t need, but with many ads and THINGS, that will slow this baby down?” I was getting heated. What kind of company sells a new product that, when fresh out of the box, doesn’t work the way it is supposed to?
I understand that a money hungry company will do whatever it can to add more ka-chings to its bottom line…but going as far as inconveniencing your customer? Selling something that is new, in poor condition? There’s nothing smart about that.
Why? Because now, for a few extra dollars, that store has lost 1, 2 maybe even 3 or 4 loyal customers that I know. The next time I buy a computer, my loyalty will go to a store that knows how to treat its customers properly.
The salesman’s use of the up sell and cross sell for the warranty and printer was smooth. Those are things customers usually need and definitely add value to the purchase (as well as to the company’s bottom line). Unfortunately, luring customers into making a purchasing decision on a product, and then when their minds are set, telling them that what they see…is actually not what they get — leaves a bad taste. The taste of loyalty gone sour.
Add value to every transaction for your customers. And never, never mislead or provide poor quality or service — once you do, your customer becomes a free agent looking for the best deal — and that often means they’re off to see your competition.
Happy Holidays!
To your success,
Michael
