(By Craig Issod, [email protected] 8/25/96)
OK, another Sunday, time to go to Home Depot and buy some cheap carpet for some of the displays I am building at our shop. While I'm there, I think I'll go to CompUSA (Computer Superstore) and get another Zip Drive for one of my computers.
First, I enter the computer store. The customer service desk (returns, etc.) is located to my right, and it is mobbed. At least 10 deep with computers, modems, etc in hand. It will be a very long time until these folks are taken care of. I remembered reading that one of the mass merchnats received one out of three computers back as a return, and wondered what my friendly hearth vendors would say if I tried to return this many products.
Onward to buy the Zip Drive. Instead of having them stacked up in the store so I could pluck one up, they are behind a counter. Folks are about 10 deep here also, and each is taking a long time to get outfitted with hard drives, memory, etc.
I leave the store with no Zip Drive, figuring I'll just buy it mail order and save the tax and frustration.
Onward to Home Depot to the carpet department. After I find the right zip code within the giant store I notice I am second in line to be served. Not bad...except the first folks have been sent here from another Home Depot far, far away to get the Royal Blue carpet that was supposed to be in stock here. Being as this carpet color and style was not even in their catalog or stock, the Home Depot sales guy was very confused "They really sent you up here?" and other dumb questions were all he could say. The couple kept pushing him and crying about how much time they wasted. Since they would not let the salesman go, he did what any brilliant person would...said he'd go call the other Home Depot and see what the story was. Now comes the good part...he never returned ! Meanwhile I waited for the carpet.
If any customers value their time, they would almost never buy at such places. An example...I needed a 250 foot roll of electric wire the other day. It was $46.00 at the local lumberyard....but $24.00 at Home Depot. Home Depot is 25 minutes from me, so it would take me AT LEAST an extra hour to save the $22.00, plus gas, and wear on my car and my head. Even my contractors, who cost me $20. to $50. an hour would not make the trip economical. Most folks who are on this list should calculate their time value at $35.00 to $100.00 per hour (or more for you lucky dogs !)
So it is with our customers, Ms. and Mr. Josephine and Joe Hearth. They are busy people, most of whom have families and lots of responsibilities. By serving these folks well, you can surely have your share of the expanding markets.