Time is Money
In our never-ending quest to save money or get a great deal, we often forget all that goes into a purchase. How reputable is the seller? What happens if I need to return the item? What if I’m not happy with my product or service? How convenient and responsive is the seller’s customer service?
For example, let’s say you want to buy some business cards. You call a professional printer (such as my company) to get a quote. After consulting with you as to budget, design, and features, the printer quotes you, say $50 per 1000.
Next, you browse the internet and come across an online company that has stock designs that you simply input your personal information over. The same 1000 cards costs only $20! Wow, great deal! Seeing such a great price, you jump on the internet site and order your cards.
After waiting a week, you receive your cards and realize that the name is misspelled. You go back to the website and realize that you typed in the name wrong, and got exactly what you ordered. The company you bought the cards from has an automated phone tree that takes 5 minutes to get through. Then, you get a voicemail (or worse, get stuck in a phone queue for 30 minutes). By the time someone answers your call after 30 minutes on hold (or after a day in the case of voicemail or email), you’re understandably frustrated. Hearing your angry tone (no doubt the 30th angry voice they’ve heard that day), the customer service rep curtly explains that the online proof is considered your authorization, and you can’t get a refund or credit, but will have to reorder. Now, you’re either stuck with crossing your name off and writing it in, leaving it misspelled (both of which looks unprofessional) or reordering the cards.
At this point, if you decide to reorder, you’ve invested $40 plus all that time trying to get your issue resolved.
Had you gone with the first printer, you could have gotten a professional design uniquely suited to your business, an extra set of eyes to look over your information for errors, and an extra chance at officially proofing the information. If the cards came back wrong, you could call the printer and talk to a real person, possibly gotten a credit or reprint or had the situation otherwise handled smoothly.
While my example is centered around business cards, it applies to everything. Manufacturers are constantly cutting back on customer service, tightening their return policies and reducing customization; all in an effort to cut costs and offer everything dirt cheap. Unfortunately, if there is a problem of any kind, you’re facing a truly daunting task in trying to resolve the issue if you’ve chosen a dirt cheap vendor.
All this is not to say that you can’t get a great deal from a reputable company. All other things being relatively equal, I love cheap price as much as the next guy. But if I have to choose between a manufacturer that I know has lousy customer service and a company with great customer service that is a few percent higher, I choose the more expensive option.
Why? Because time is money. How much time would I spend on the phone trying to navigate to a decision maker, explain the problem (as he or she probably knows nothing about my order), haggle back and forth and finally get approval for a resolution to a problem that is due to the vendor’s error (let alone if I made a mistake)? That’s time that I should be spending on the phone getting more business or handling more important things in life.
Keep that in mind next time you’re out shopping. And show some love to those of us who work just as hard to deliver great service in addition to good prices.
Posted on September 14, 2012, in Business, Customer Service, Sales, Uncategorized and tagged business, communication, customer service, increase sales, marketing, money, Print marketing, Printing, sales, Success, tips. Bookmark the permalink. 1 Comment.