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They Missed the Obvious on High Performance
The sign read, "We Are Closing Our Doors. Everything Must Go." A national chain hardware store in our neighborhood has a sign in its window running sales on everything. I have needed a chain saw for quite some time and thought I would take advantage of a good bargain. In the rear of the store was a display rack with one 18" blade chain saw for $149.00. The box for the saw was an additional $30.00, chain bar oil was about $5.00 and oil for the gas was another $2.00. The total investment came to $186.00 plus sales tax.
When I went to the front desk I asked if there was a manual for the saw and was told there was not one on hand but they would print it out for me. The assistant manager told me it would take a while for the printer to print because it was a large document. The assistant entered the information into his computer and the green light on the printer began to flash. The assistant again reaffirmed it would take a while for the document to print. I watched the printer light blink and passed the time talking with my younger son. After ten minutes had passed and the printing had not started I opened the drawer to the printer and saw there wasn't any paper in the printer. I let the assistant know he was out of paper. In a heartbeat he was at the printer and put what could not have been more than three sheets of paper into the printer tray. I reminded the assistant that it was a large document to which he replied, "I know but this all the paper I have here." I asked if he had other paper. He indicated he did but it was for the other printer. After some discussion he agreed to go into the office to get more paper, put it in the printer and once again begin the printing process. As the copies came out the printer was printing half the page and for the most part the print that was a light gray and was hardly visible. When I brought this to the attention of the assistant he said they needed a new toner cartridge and he was doing the best he could. Again we had a conversation and he figured out he could print on the other printer in his office. After everything was said and done I walked out the door with my chain saw and manual.
When I arrived home I put gas in the saw along with the oil. The most amazing thing happened. The gas was leaking out of the saw. I went back to the store to return the saw only to be told all sales were final but they would send it out for repair. Those of you that know me know that was not going to work for me. After much discussion I left the store with a refund and went to Home Depot where I met a very helpful salesperson that provided me with a chain saw, carrying case, extra chain, oil for the gas and bar oil for the chain. The saw was about $159.00 and I received approximately $70.00 in additional product that came with the saw.
Now, when you think about HIGH PERFORMANCE, what were the indicators of a lack of high performance in the first store and why do you suppose they were really going out of business. I am interested in hearing your comments which you can enter below.
COMMENTS
I graduated in Business Economics in Italy. Over there, a large part of business manuals and marketing books, you have to study in order to graduate, are translated from American books. And one of the most discussed subjects in those books is the importance of customer care. So, after a few number of exams, a large part of college students in Italy develop the idea that the US are the realm of the best customer care in the world and of the most efficient business models ever. In addition, when those students, at last become responsible for marketing departments in businesses and corporations, they try to implement the marketing strategies they have studied in college and that they believe it`s the everyday American high standard way to take care of their customers. The ultimate dream for their careers is then to come and have a working experience in the US in order to touch with their hands the superiority of customer care, go back and show everybody that they are, then, at a different, and higher, level to run a business the "American Way". And a lot of the times those experiences come along the way and their dreams are fullfilled. Well, there is now a new trendy marketing discipline, mostly being tried and applied in some areas of Southern Italy, called "Territorial Marketing". Local municipalities and regional governments try to promote their territories in order to attract investments and/or tourism and/or immigrations of scientists/business people. I believe they should come here and learn how to do that, proficiently. The funny thing is, going back to the main subject of this post, that the major Italian businesses that apply those marketing strategies (learned from American books and believed being applied in the US in the everyday way to run a business), become very successful all over the world. And, unfortunately, the sad thing is that some times reality is different than our dreams.....
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