"The Customer Is Always Right?"
Not Anymore!
And You Had Better Understand How To Handle
This Problem if You Want To Avoid Real Trouble!

by Esther Smith

There are several retailers deciding that the customer is not always right, and as a matter of fact they are very, very wrong --- as in unprofitable. Let's take Best Buy for instance... they are discriminating between the profitable customer and shoppers they lose money on.

You know the customers we mean -- they buy only during big sales, or tie up a salesman with lengthy questions but don't but at all. And how about the ones who file for a rebate, then return the item?

Brad Anderson, Best Buy's Chief Executive stated in a recent interview, "Those customers, they're smart, and they're costing us money". They have since tightened their rebate policies but declined to say how.

Larry Seldon, a consultant who works for Best Buy, co-wrote "Angel Customers & Demon Customers." In his book he states that while businesses cannot hire a bouncer to stand guard and identify the value destroyer, they are not powerless.

More companies are eventually, reluctantly, and very politely, asking the customer to go elsewhere. That's a large step to take.

Seldon believes that there are those customers that are just evil customers, fundamentally they are out to cheat us. He added, "It's not a large number, but they can have a material impact on a business". Filene's banned two sisters from all 21 of its stores last year after the clothing chain's corporate parent decided they had returned too many items and complained too often about service.

How does all this relate to our online marketing? Well consider the sales you have made and after paying, the customer is forwarded to a downloadable file. They print the file and within the 30-day guarantee, claim dissatisfaction and request a refund.

Still, we are nothing without our customers, so love them, understand and value them. And the few determined to cheat you out of a sale, pray that some truth lies in karma.

 © 2005 Esther Smith

You can’t get back your hours but you can stop giving up more of them.  Start young, retire early.

Download My Free eBook Now
"Invitation To Internet Success"
Be sure to bring your party pants!

This invitation is extended to the 95% who have failed to find any real wealth on the Internet. All of your efforts have been a long line of dream stealers and the road has been tough, I know. Solo all the way and more often than not, the training you were promised was in poverty and patience.

But bless you – you’re one of the few people who is willing to do more, be more and get more out of life. You hang on to the belief that it can’t be all Internet lies because you’ve seen too many success stories. Like me, you get A+ for persistence!

If you’ve been caught in mere existence and true wealth has existed only in your imagination, everything is about to change. We will use a sort of “Velveteen Rabbit” principal; a guide to becoming real. To do this you must break out of the time-for-money trap because linear money (pay earned for hours worked) will never make you wealthy.

Stay close beside me as we do some me-and-you marketing and make yourself some really, really awesome income. We’ll do all the hard work upfront, and then as we move into leveraged income I’ll teach you how to coast.

Leveraged income is like remote control and you will clearly see how easy it is to make money work for you. This knowledge is no different than learning to ride a bike, or use a keyboard – once learned it is yours. You own the knowledge. No one can take it from you. Period.

This time you will do everything right.

This time you will have a plan, a clear view of
success and how to get there.

This is your "Invitation to Internet Success." 

This time you will join the 5%
all wearing party pants!

Esther Smith
Author/Publisher of "The Permanent Venture"

Click on your Browser's "Back" button
to return to the previous page!