I BEAT into my staff everyday that our goal is not to "sell" product, but rather solve problems. Our customers come to our store with a "problem". They need a helmet, and need us to help them find the right one for their individual needs. If we get this right, we've hit a home run. But how do you handle those times when you're asked to cross the line? Let me tell you a story about a situation that popped up the other day...
We had a customer (I'll call him Mr. X) who bought a helmet online. Everything went smooth right up to the point that he wanted to make a return. Returns aren't an issue, however he explained that he had rode with the helmet, and only after this Demo ride did he find that the helmet wouldn't workout... I could re-sight our policy, but simply stated, you ride with it, it's yours. Needless to say, he wasn't happy with us, and expressed it quite clearly.
Mr. X stated that he had bought product from other companies, and they all allowed him to make a return after a short ride. He went so far as to call another well known online retailer and asked one of their customer service agents if they would take a return if it had been ridden with? No shocker here, they stated they would. By the way, they also clearly state that they would not in their return policy.
What does this all mean? First, I sell NEW product. My customers expect "NEW and UNUSED product" when they place their orders. I expect it when I buy something, and I would personally be upset if I got something that didn't appear fresh and unused. I'm paying for NEW, not SLIGHTLY, GENTLY, HARDLY, BARELY USED. If this other company takes back product like Mr. X states, then resells it, it's simply wrong. It's also wrong to allow a return if they are going to eat the product. That simply drives up the costs for EVERYONE. You know, the 99.9% that have taken the time to understand the rules.
Simply, I refuse to allow the .01% to ruin it for the other 99.9%.
I understand how it hurts to have bought something, and after a short ride, find that it won't workout like you planned. Money wasted. Because I understand this issue, I try my best to make sure through videos, evaluations and phone calls that we limit this outcome. However, there isn't a tried and true way around this. There will be occasions when something won't workout.
It's simple, do everything you can to make sure that what you bought meets your expectations WITHOUT USING IT. I tell customers here in the store, even after being fitted by me, to take it home, leave the stickers alone, open the visor, and watch TV for an hour. You can get a VERY good idea if something will work, without actually ridding with it. If it doesn't workout, you can make a return. No harm, no foul. The next person who buys that product can know deep down inside that they got a new product, not a one that's "gently used".
Saturday, March 28, 2009
Wednesday, March 4, 2009
Is the motorcycle industry on CRACK?!
I try to keep it as "Real" as possible on my Helmet Harbor Blog. If I didn't, I wouldn't even read it. Total waste of time. I don't make too many friends with this approach, but I'm not on this planet to suck-up to people in my industry.
This leads me into my main subject, which is "Give Me A Break..!" When I started my store in 1999, I'll be the first to admit that the Internet resembled the wild, wild, west. Everything was a free for all. No one monitored pricing. Our distributors sold us product (and it stopped at that), and when new companies opened, you almost had to hand over your first born child. Simply, once you past the test, you were "free" to "sell".
Aah, then the "brick and mortar" dealers started to complain around 2003. Most of them had it good up until the Internet started to flourish. Now, customers who came into their stores were leaving to buy online. Who wouldn't, when you could buy something online $100 less..? Why would this change, and why would the manufacturers/distributors care? Simple, the "perception" the large dealers put forth was that if "they" stopped carrying product, where would customers to go to see product in person.. They wanted to maintain their HUGE margins.
Do I understand that having a HUGE showroom costs money, or flooring 100+ motorcycles isn't cheap? Simple, yes I do. I also know that having 10 teenage kids walking the floor costs money, and huge salries for the upper 10% costs money. While I know there are dealerships out there that have a semi-large apparel stock, but LETS GET REAL. If you have a customer, in your store, treat them right, and they walk, that doesn't make it everyone elses problem.
HELLO, I've always had a store, and this was one of the MANY requirements of opening a shop. The truth is, at that time, they outnumbered the smaller guys. Even thou in 2003 the few online stores that were doing well, were out selling the Dealerships. Ooh, but they had more locations. This was really the beginning of the end of the online "sale".
If you haven't noticed, the World is a bit different than it was in 2003/04. Prior to 2005 it was a busy business to be in, even with the price restrictions online. Slowly the market began to slow, and as we all know (unless you live in a cave), 2008 was a year to remember. How are "some" of the manufactures/distributors acting now? Funny that you asked...lol.
It appears that when times slow down, to this degree, it's now OK for the distributors and manufacturers to "lighten" up on their self imposed rules. New companies are now allowed to be opened over the phone, and who needs a store front...? These new players could careless about customers (you), and are only interested in making a quick buck. Representatives from these distributors, who work on commissions, are getting HAMMERED..! What's the solution? Open more accounts, to whomever wants one, and hope they sell "something". Who cares if in the end the customers get hurt? Just make sales...
I've spoken with several Representatives from various companies who've told me nightmare situations. In general, it's turned into a dog-eat-dog attitude. Pressure to SELL has taken over, and good sense has been put on hold. This industry becomes a mess, but again, who cares. Let me tell you who should, you, the customer.
Here's what EATS me up more than anything. If you're a company manufacturing product, or a distributor selling to retailers, get some common sense. In a perfect World everything would be "fair". HELLO, that World only exists in the movies. The FACT is we exist to help CUSTOMERS. That's not just by providing a product for sale. Customer service, and yes, PRICE has something to do with that.
Listen up Manufacturers and Distributors...! You only have a FEW responsibilities. FOCUS..! Because I'm all about helping out, I'll break it down for you.
VERIFY EVERY ACCOUNT, and don't open accounts unless you're 100% sure the business is about CUSTOMER SERVICE first. FOLLOW you're own guidelines and requirements. IF THEY DON'T MEET the requirements, don't let them sell.
GET THE HELL OUT OF PRICE CONTROL...! This creates MORE problems than it SOLVES.
IF YOU HAVE A DEALER BREAKING "YOUR" RULES, CAN THEM..! Three strikes you're out doesn't work. Look, don't treat problem businesses like they didn't understand what they were doing... Those in this industry aren't IDIOTS..! Have your Rep. contact the company, give them 3 days to fix the issue, and if they drag their feet, boot them..!
SUPPORT EVERYONE..! Hello, the little guys are JUST as important as the corporations with 25 stores. Often, we're more important. Innovation rarely starts at the top of the food chain. Hmmm, sounds a little like what of FED is doing, doesn't it. OK, not working there guys, so GET A CLUE.
YES, I "might" sound a little frustrated... Let things slow down. I don't have an issue tightening the nuts a bit, and giving things a little more thought. I actually welcome it. However, I don't want this to be limited to just the Dealers out there. The Manufacturers/Distributors need to use this opportunity to get a grip on what's really important and start working from a firm foundation. This is not the time to make miss-steps, which adversely effort everyone down the food chain.
This leads me into my main subject, which is "Give Me A Break..!" When I started my store in 1999, I'll be the first to admit that the Internet resembled the wild, wild, west. Everything was a free for all. No one monitored pricing. Our distributors sold us product (and it stopped at that), and when new companies opened, you almost had to hand over your first born child. Simply, once you past the test, you were "free" to "sell".
Aah, then the "brick and mortar" dealers started to complain around 2003. Most of them had it good up until the Internet started to flourish. Now, customers who came into their stores were leaving to buy online. Who wouldn't, when you could buy something online $100 less..? Why would this change, and why would the manufacturers/distributors care? Simple, the "perception" the large dealers put forth was that if "they" stopped carrying product, where would customers to go to see product in person.. They wanted to maintain their HUGE margins.
Do I understand that having a HUGE showroom costs money, or flooring 100+ motorcycles isn't cheap? Simple, yes I do. I also know that having 10 teenage kids walking the floor costs money, and huge salries for the upper 10% costs money. While I know there are dealerships out there that have a semi-large apparel stock, but LETS GET REAL. If you have a customer, in your store, treat them right, and they walk, that doesn't make it everyone elses problem.
HELLO, I've always had a store, and this was one of the MANY requirements of opening a shop. The truth is, at that time, they outnumbered the smaller guys. Even thou in 2003 the few online stores that were doing well, were out selling the Dealerships. Ooh, but they had more locations. This was really the beginning of the end of the online "sale".
If you haven't noticed, the World is a bit different than it was in 2003/04. Prior to 2005 it was a busy business to be in, even with the price restrictions online. Slowly the market began to slow, and as we all know (unless you live in a cave), 2008 was a year to remember. How are "some" of the manufactures/distributors acting now? Funny that you asked...lol.
It appears that when times slow down, to this degree, it's now OK for the distributors and manufacturers to "lighten" up on their self imposed rules. New companies are now allowed to be opened over the phone, and who needs a store front...? These new players could careless about customers (you), and are only interested in making a quick buck. Representatives from these distributors, who work on commissions, are getting HAMMERED..! What's the solution? Open more accounts, to whomever wants one, and hope they sell "something". Who cares if in the end the customers get hurt? Just make sales...
I've spoken with several Representatives from various companies who've told me nightmare situations. In general, it's turned into a dog-eat-dog attitude. Pressure to SELL has taken over, and good sense has been put on hold. This industry becomes a mess, but again, who cares. Let me tell you who should, you, the customer.
Here's what EATS me up more than anything. If you're a company manufacturing product, or a distributor selling to retailers, get some common sense. In a perfect World everything would be "fair". HELLO, that World only exists in the movies. The FACT is we exist to help CUSTOMERS. That's not just by providing a product for sale. Customer service, and yes, PRICE has something to do with that.
Listen up Manufacturers and Distributors...! You only have a FEW responsibilities. FOCUS..! Because I'm all about helping out, I'll break it down for you.
VERIFY EVERY ACCOUNT, and don't open accounts unless you're 100% sure the business is about CUSTOMER SERVICE first. FOLLOW you're own guidelines and requirements. IF THEY DON'T MEET the requirements, don't let them sell.
GET THE HELL OUT OF PRICE CONTROL...! This creates MORE problems than it SOLVES.
IF YOU HAVE A DEALER BREAKING "YOUR" RULES, CAN THEM..! Three strikes you're out doesn't work. Look, don't treat problem businesses like they didn't understand what they were doing... Those in this industry aren't IDIOTS..! Have your Rep. contact the company, give them 3 days to fix the issue, and if they drag their feet, boot them..!
SUPPORT EVERYONE..! Hello, the little guys are JUST as important as the corporations with 25 stores. Often, we're more important. Innovation rarely starts at the top of the food chain. Hmmm, sounds a little like what of FED is doing, doesn't it. OK, not working there guys, so GET A CLUE.
YES, I "might" sound a little frustrated... Let things slow down. I don't have an issue tightening the nuts a bit, and giving things a little more thought. I actually welcome it. However, I don't want this to be limited to just the Dealers out there. The Manufacturers/Distributors need to use this opportunity to get a grip on what's really important and start working from a firm foundation. This is not the time to make miss-steps, which adversely effort everyone down the food chain.
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