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Buying Offline: The Mom and Pop Shops
November 03, 1999   Chris Buck Buccola > [View My Other Articles]
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Conclusion

The Customer is Always Right

Who hasn't heard this famous expression? The funny part about it is that in computer retailing, 99.95% of the time, the average customer doesn't know anything about the products they're planning on buying. If they knew what they were doing, then we wouldn't have all this outrage over dishonest business practices, because everyone would have all the information they needed to make intelligent purchasing decisions, and therefore, fraud would never occur.

We can say without any doubt that the average customer is usually uninformed, but the trick is to not let them know that. A good businessman can get their customer the service/part they need, and do it without making them feel uninformed in the process. The businessman will not try to take advantage of the customer's inexperience, because he wants the customer and the customer's friends to return for the good, trustworthy service the shop provides.

I don't want people misreading this, so let me state for the record that I do not in ANY way feel that I am "more" intelligent than my customers, because I am not. Computers are my area of expertise, so it should be expected that I know more about them then the average person. Just like me, we each have our own area of expertise. I don't presume that I know more about the law than a lawyer, just as I wouldn't expect a lawyer to presume he knows more about beef than a butcher.

Still, a business relationship is one that has to be based on trust, and that is something that is sorely lacking in today's economy. This subject, among others will be addressed in the next part of this article. I will also discuss some of the good and bad points about shopping with the likes of online resellers and large chains, and try to compare them with each other, as well as with the small business.

I have no good ending for this, so I will simply close with a bow.

Back! Possible refund?     Take me home
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Who can tell me what famous comedian I shamelessly ganked that closing sentence from. Extra Kudos if you can name the show and bit as well.
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One random entry with the correct answer (just the name of the comedian is fine) will be selected to win a Gamers.com t-shirt and Gamers.com Everglide mouse pad.


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