I’m constantly on the lookout for amazing and innovative products that I can use for Riverboarding and Airboarding and also sell through FaceLevel.com. So when I find something that looks like it might be a "great" product (I’m not too interested in "good", and they’re easy to find anyway) then I’ve got to get my hands on it. Price is no issue.
I’ve just found a product that might qualify. Unfortunately, there’s no way to get ahold of anybody! Their 800 number goes to a call center, who takes a message and faxes it to them. Emails don’t get returned.
This leaves me scratching my head. I want to be a dealer for these products, which guarantees them sales – after all, I have to buy from them before I can sell to my end consumer. Not to mention, I’m a "sneezer" – when I find products, brands, or entities that I believe in, I tell EVERYBODY. Consider my obsession with Gath Helmets.
And considering my company’s position in the industry (this product could be considered part of it), is it really too much to ask to be able to get ahold of a sales rep easily? Someone at that company, probably a fat old white man who runs the boardroom, decided that direct communication with their company was too expensive, no matter who is trying to get through to them.
He was wrong.
And my patience is quickly waning, so it won’t be long before their opportunity to become one of the brands I obsess over and proselytize the world about will be gone. I’ll find something better or I’ll make it myself.
Yes, technology and automation can save time and money and possibly improve the bottom line in the short term. But when it comes to building a brand that will last for decades, never underestimate the profound effect of the personal touch.
The more we’re surrounded by gadgetry and spam emails that somehow scatter our name throughout, the more a personal phone call or handwritten note of thanks to a customer will become an unforgettable reminder that sets your brand above the crowd.