Very recently someone came up to me with a big smile on their face. What had happened is this, in 2010 a lot of their loyal customers had not re ordered for 2011. Sensing a problem this person called on said customers to ask why. Are you unhappy with the service? No was the reply Are you unhappy with the the product? No was the reply. Are you unhappy with the price? Yes was the reply! A newcomer had come into the market offering a very similar product at about 30% lower than him. The supplier rang around and got the same story from the said ‘loyal customers’ Knowing that he had offered his best price he basically let the business go. A little disapointed that none of his’loyal customers’ had tipped him of or even placed a call he just put it down to clicky money grabbing industry that is the Australian Ski Scene.
Very recently there was a spike in business and the loyal customer base was coming back, in droves, even before the new stock had been delivered! Supplier wondered why? Supplier decided to find out!
Turns out that cheaper supplier had counted on a 50% deposit from the customer prior to shipment. Knowing the Australian Ski Industry more expensive supplier nearly fell off the chair laughing, explaining that it was a miracle to get paid in the current climate and that it would be next to impossible to extract a deposit out of any of the Australian Retailers!
So, less expensive supplier said to his customers, ‘well no deposit was made, so no product has been made’ Of course this caused massive issues to the ‘loyal customer base’ with the Australian Ski Season just about to start.
A flurry of phone calls and emails came in to the more expensive supplier, asking if there was any available stock. More expensive supplier said that there was some available stock as he had bought in some extra to try to fill demand in the season. A few of the ‘loyal customer base’ even asked if the pre season discount was available? Thinking that this was very cheeky, but wanting to keep ‘the loyal customer’ this was passed on.
What a lot of stress for a few dollars, especially when the product concerned is a rental product that turns profit over manytimes its value in one season.
Lots of messages here, I am sure I dont need to say anymore.