How to Scare Customers Away from Your Business

I went into MicroCenter (a local/chain computer store) this weekend to buy a printer.

I asked the sales guy which one was a good low-end laser printer. He directed me to a more costly Hewlett Packard model.

I told him that I like the low end ones, because I can refill the toner cartridges for about $10/per vs. about $89/per if I buy the cartridges from the manufacturer.

He said that I didn't want to do that, because it would junk up the printer and break it. I reiterated that the cartridges were almost as expensive as the $99 low-end printers (which come with one cartridge installed).

He said, "Essentially the cartridge is the printer." I agreed!

So I said that I could buy a $99 printer every year and screw it up by self-filling toner 5-10 times over the year -- and I'd still be saving money by not buying 5-10 full price cartridges. Heck, I'd even save money by buying cheaper, pre-filled, non-manufacturer cartridges on eBay.

He didn't get it and became a bit miffed. He then proceeded to lecture me on how no one wants to pay money for anything anymore.

I was aghast! So, I'm to assume that it's the customer's fault that they want to find a deal? This was a revelation. And from a salesman, no less.

Utterly amazing. I told him how I purchase printers, and he couldn't sell me anything but the high-end HP. And he kept trying to convince me that my low cost system was going to break the printer "after a couple of years...." After telling me that the cartridge is essentially the printer!!!

I had to laugh as I was leaving with my $99 laser printer.

What does this have to do with marketing? Lots.

Rule 1: Don't try to sell a customer something he isn't interested in. (i.e. a high end printer)
Rule 2: Find out everything about the customer's needs, wants and the way the customer intends to use the product before offering solutions.
Rule 3: Don't blame the customers in general for the prices of the goods in the stores.

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