When Businesses Deserve to Fail
What Really Makes Money
11th March 2009
Hi,
I'm table-thumping angry...
I've worked hard to build a reputation in an industry that is full of scammers, sharks and lowlifes. From the beginning, I decided that if I was going to be involved in business opportunity I had to set myself apart from the grubby image.
That would have to mean total honesty, transparency and dedication to giving my customers and readers great value and personal service.
If that meant working days, nights and weekends to make sure that I delivered, then that's what I did... and still do!
I ALWAYS treat my readers in a way I would like to be treated.
That's why I answer all my emails personally and have an open door policy - so anyone - customer and non-customers alike - can talk to me on the telephone directly.
I have NEVER refused a refund and extend the most generous guarantees. I am quick to admit my mistakes and have built up hundreds of positive testimonials from very happy customers and readers.
That's 6 years of hard work and then this happens...
You see, a little runt of a company (it shall remain nameless for now) comes along and in one week threatens to ruin all that hard work. Due to total incompetence, lack of communication or any shred of care for their clients, I have lost goodwill, respect and probably a lot of money.
I won't go into the gory details, but this excuse for a company is a supplier of CD cases. They have let me down not only by being late with their delivery but knowingly sending out substandard products.
The upshot is because of their mistakes I couldn't deliver on my promises.
I've had half a dozen different people from within this Mickey Mouse organisation give me one stupid and contradictory excuse after another. They've tried just about every trick they can think of to wriggle out of taking responsibility for their mistakes.
They've blamed everyone but themselves - the Royal Mail, our fulfilment house, their supplier and - worst of all - me!
Not only do I get grief from them, but - and quite rightly - I've had dozens of emails, and telephone calls from customers who are waiting patiently for their orders to come through.
Most understand - but some are angry, upset and disappointed.
I've had to spend hours sorting out the mess - answering emails, calls, finding alternative suppliers, briefing staff AND it made me late with my regular eletter!
Why I want businesses like this to go bust
There's been a lot of talk about bailing out failing companies who are suffering in the recession.
Now I can accept a bit of government intervention when it concerns major manufacturers with genuine problems such as cashflow and access to credit. But I just hope they don't decide to use any more taxpayer's money helping companies who simply shouldn't be in business in the first place!
I SAY LET 'EM FAIL!
I'm talking about businesses that are run incompetently and don't understand their customers true needs.
Just like the bunch of idiots running the CD case company.
I suspect they've got used to the good times. Yes, it's all fine and dandy when the economy is booming with easy money flowing - demand is high and they could probably afford to turn down business... or have poor products... or second rate customer service.
But now, thankfully, they have to prove themselves in tough market conditions.
I've nothing against the people who work for them, at least not personally. But the way they run the business, they don't deserve to succeed.
Ok, this all might be a bit Darwinian survival-of-the-fittest rant - but I don't think I'm being unfair by saying good companies, with good products and above all a open two- way communication between prospect/customers and the business are the ones who will survive.
And they certainly shouldn't be dragged down by the incompetence of others!
Companies that do not empathise with the expectation, worries, wants, needs and concerns of the end user do not deserve to succeed.
Same goes for companies who create problems for their customers rather than solve them.
But if you are constantly instigating a discussion with your customers - if you try to understand the fears and desires, the problems they face, then you are well placed to be a business that will attract and retain customers
Look, I don't care if you clean UPVC windows, sell doggie prints to dog lovers on eBay or supply CD cases... the bottom line about surviving long term in business comes down to understanding your prospective and existing customers and acting empathetically.
And with that I shall bring my rant to an end...
A busy week with lots to share with you - once I've cleared this CD case mess up I shall give you a full update on Friday.
Best regards
Nick
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