| Have your computer completely crash just once and | | | | phone number make sure there are clear hours |
| you realize the pain involved in the resuscitation of the | | | | displayed online and an answering mechanism that can, |
| unit. Sometimes it can take hundreds of dollars to get | | | | at the very least, allow consumers and potential |
| the computer operational again, but that doesn't touch | | | | customers the opportunity to connect with you. |
| on the problem of lost data and the need to reinstall | | | | You could be like the second company that simply |
| and update every program you will continue to need | | | | guesses at a solution. This will do nothing to instill |
| on the computer. | | | | confidence in the consumer, but at least you answered |
| A friend of mine recently contended with this exact | | | | the phone. Still, feel free to honestly say, "I'm not sure" - |
| situation. He perused forum boards and conducted | | | | if you're not sure (then find an answer and get back to |
| searches (on a separate computer) looking for | | | | them). |
| answers to his problem. None addressed it perfectly | | | | You could be like the third company who provided |
| so he looked for a company that could talk him | | | | superb customer support, comprehensive answers |
| through the restoration process. One company never | | | | and very little guesswork. The truth is consumers will |
| answered while another company simply guessed at | | | | often pay more if they know they will receive |
| his need and ended up further damaging his unit. | | | | impeccable customer service and support. |
| Desperate for answers my friend called another | | | | I once heard an old radio slogan that said, "Shop the |
| pay-by-the-minute computer help line. He spent thirty | | | | rest and then come back to the best." The idea was |
| dollars listening to a lot of technospeak that did nothing | | | | that the business was so confident that what they |
| to help him find answers. | | | | offered was of superb quality they felt confident in |
| After doing some additional research he took his | | | | encouraging potential customers to go elsewhere first |
| tower to a highly recommended tech that was able to | | | | and then come back and give their business a try. |
| fix all the problems, reinstall the operating system and | | | | That's a lot of confidence and it could be that if a |
| rescue his data. | | | | business like that lives up to the hype customers will |
| What does this have to do with your online business? | | | | not only come back, they will buy. |
| Actually it has a lot to do with your business. People | | | | Trust is an earned commodity and that commodity |
| want to trust you, but you need to make sure that | | | | either expires or is damaged when customer service |
| whoever is answering your phones has adequate skills | | | | is poorly executed or non-existent. |
| to answer the questions of customers and deal with | | | | Forget the idea that your business is all about selling. |
| problems that may come up. | | | | Without the trust of consumers you will have a difficult |
| You could be like the first company in our story who | | | | time trying to sell your products and/or services. |
| never answered the phone. If you're going to provide a | | | | |