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$34
offer...
I had a talk
with the mediator at the Department of Consumer Affairs on December
30, 1997...
To make it short,
the mediator told me that a 34 dollar offer was made because Charles
Dorsey really wants to keep me as a customer. He will match the
price their other store was charging. (This is what he should have
done in the first place). He did not want to refund the life-of-the-tire
wheel balance charge because he wants me to continue to visit the
store.
This is just
more proof that Just Tires does not hire the right management.
This is how
REALLY keep a customer and make $10,000 selling tires to only this
one customer:
Refund the
difference in price
Refund the
wheel balance
Tell the customer
he/she will continue to have wheel balance privileges. This will
show two things, 1)Just Tires truly believes this is important to
the life of a tire, 2) Just Tires truly wants to keep a customer.
The manager
should truly understand the upset customers' position and apologize
for all actual and perceived wrong doings that went on. This is
REALLY what a company would say if they want to keep a customer:
"I can see now that I was wrong. I can't believe it took me so long.
I too have felt wronged by a business and I didn't like it. If I
were you I would feel exactly the same way. I can't blame you one
bit for feeling the way you do. I can't believe I was so stupid
not to correct your problem long, long ago. I hope you will accept
my sincerest apology and I will promptly refund the difference in
price, the wheel balance, and I want you to keep the wheel balance
and hope that if you may not visit my store in the future that you
will visit our nearby store...
$10,000
CUSTOMER
THIS IS HOW
YOU KEEP A CUSTOMER FOR LIFE. FOR EVERY $100 YOU GET FROM THAT
CUSTOMER FROM NOW ON WILL BE $100 LESS YOUR COMPETITOR WILL GET.
THIS WILL GIVE YOU TWO TIMES MORE MONEY ADDED TO YOUR SALES COMPARED
TO THE COMPETITION. THE AVERAGE CUSTOMER SPENDS $300 EVERY 3 YEARS
ON TIRES. THIS IS $100 PER YEAR ON AVERAGE. IF YOU KEEP A CUSTOMER
FOR LIFE YOU WILL HAVE $10,000 MORE FROM THIS ONE CUSTOMER THAN
YOUR COMPETITION.
DO THE MATH:
50 DRIVING YEARS MULTIPLIED BY $100 PER YEAR EQUALS $5,000 AND
$5000 FOR YOUR BUSINESS MEANS $5000 LESS FOR YOUR COMPETITOR WHICH
EQUALS $10,000 MORE THAN YOUR COMPETITION.
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