By Posted on Posted in Business Ethics, Customer Service as Marketing, Shel's Personal Life Tagged with , ,

Rule Number One of my approach to marketing is to treat the customer right. As I say in my books, it’s far cheaper to bring back an existing customer than to have to go out and recruit a new one. And even in the following case, where there is no likelihood of a repeat purchase, it still would have made more sense to honor the request. A business owner never knows when a customer will tell a very large circle of people about either a good or a bad experience. And in this particular case, I’m prepared to escalate and the merchant may find itself with neither the money nor the merchandise, just for being stupid about customer service.

For right now, I won’t name the company; we’ll see what kind of response I get. But here’s a letter I wrote that I should never have had to write:

On January 12, 2010, we purchased two bags at your Lincoln Mall store in Miami Beach, a few minutes before closing time. We came into the store because my wife needed a replacement for her everyday purse. She found one that was a little larger and considerably heavier than her current purse, and I found a fanny pack, which I’d been looking for. It wasn’t ideal but she thought she could make it work. However, walking the few blocks back to where we were staying, it became obvious that the weight would be a problem. We actually took turns carrying it, and she decided we’d bring it back the next day.

The purse never left the [name of store] plastic bag. It was exactly as it had been when we took it out of the store. But when we returned the next evening, the store refused to refund her purchase (we’re keeping the fanny pack). They pointed to the sales receipt, which stated that all returns would be for exchanges, not refunds.

However, this information is not posted anywhere in the store. There is no way to know about the policy until after you’ve made the purchase and the store considers you bound by it.

As it happens, I’ve written several books on marketing, and while not a lawyer, I have at least a basic understanding of consumer law. One of the requirements of a valid contract is that it’s entered into voluntarily by all parties. In this case, the terms of the contract were essentially changed by one party after purchase. The standard for American retail is to take back unused, salable merchandise within a reasonable time after purchase, and where the conditions are different, they need to be visibly posted so the customer is aware. Handing someone a sales receipt with different conditions is not something likely to hold up to scrutiny.

However, the store did not accept this argument and refused to issue a refund; we spoke to four different people. We did look around to see if here was anything else we needed, but we had come to the store specifically to buy the purse, and couldn’t find anything else even remotely suitable.

I am writing to you because I’d rather we work this out as reasonable people. We were only visiting Miami Beach and have left the area, so we can no longer bring the item back in person. However, we would be glad to return the bag if you refund our purchase price ($29.95 plus $2.10 sales tax, total $32.05) and issue a prepaid call tag from UPS or any other carrier. We will not pay to ship it back, since it was not our fault that the store refused to take it back when we went in person.

I’m sure we’d both rather avoid a credit card chargeback, and therefore, a refund is the better path.

Thank you,
Shel Horowitz

I’ll let you know what happens.

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By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, People Helping People, Uncategorized Tagged with , , , ,

It must have been somewhere around 1986, in the early days of my business, that I first encountered the work of Paul and Sarah Edwards, gurus to the home-based business sector that was just beginning to take off back then. I’ve been home-based since I founded my company in 1981, so their message resonated.

I’ve been corresponding with Paul recently, and am very excited by something they’re into now: Offering the “Elm Street” economy as an alternative to both Wall Street and Main Street.

Elm Street, in most communities, is typically in a residential neighborhood. In Northampton, Massachusetts (the closest Elm Street to my house), it’s a graceful, tree-lined boulevard of large Victorian-era homes.

As Paul and Sarah Edwards describe it, an Elm Street economy is also firmly rooted in sustainability, at multiple levels:

It’s a local economy, composed of locally-owned and locally-financed enterprises, industries, and independent practitioners who are invested in bringing long-term well-being to all living there, including nature. It’s focus is on working together to create dependable, environmentally sustainable way of life that bring basic services, products, and resilience back to our local communities.

Local Economy
Be it in a city neighborhood, a suburban sub-division, a small town or rural community, the Elm Street Economy is coming to life. It may look a little different from locale to locale, with urban Elm Street communities growing food on rooftops instead of backyards, for example, but wherever they might be located, they can flourish due to values and characteristics symbolized in this logo.

• Local production of food, renewable energy and goods.

• Local development of commerce, government and culture.

• Reduction of consumption while improving environmental and social
concerns.

• Being an exemplary working model for other communities when the effects
of decline of the existing economy and our natural resources becomes more
intense.

In short, very much aligned with the values I’ve been espousing for years, in this blog, in my books, in my speeches, and elsewhere.
The Edwards’ vision of the Elm Street economy, and their analysis, go far deeper than what I’ve quoted here. Go and read it.

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By Posted on Posted in Politics, Social and Economic Justice Tagged with , , , ,

An article with that headline appeared the other day in Firedog Lake and was reprinted in Common Dreams

The writer, Cenk Uygur, believes Obama is good-hearted and sincerely wants change, but that he feels powerless.

Why? Because not only doesn’t the left get out there and make noise, and push the discourse overwhelmingly toward real change (as the right has done so horribly effectively for a few decades now)—but we don’t even “have his back” for the moderate changes he could have fought for. Of course, he hasn’t fought very hard, and he was careful to appoint Cabinet members who for the most part were not visionaries, were not even change agents, but were part and parcel of the status quo, some of them the same people who brought the economy crashing down and got us into illegal and immoral wars in the first place.

Here are a few (non-contiguous) paragraphs from the article:

So, what Obama does by his nature is find the middle ground. As an excellent innate politician, he will find the political center of any field and rush to it. That’s where elections are won – the center.
So, that’s why he sounded so progressive during the primaries, because that was the center of the left. And why he sounded like such a reformer during the general election because the great majority of Americans desperately wanted change…

The center of Washington is very different than the center of the country. The Washington bubble leans far more to the right than the rest of the country (poll after poll indicates this). The corporate media in Washington are pros at protecting the status quo and view people who challenge the system as fringe players…

So, our only hope is to move the island. We have to move his center. If we can move what he perceives to be the center, he will naturally flow to it. In Lost, when they move the island they move across time. In our case, when we move the island we need to move across the political spectrum.

Right now, Obama perceives the center of the country to be somewhere between Dick Cheney and Harry Reid. Do you know where that leaves him? Joe Lieberman. That’s why we’re in the sorry shape we’re in now.

Although it has a lot of gangster and violence metaphors that I don’t like and don’t agree with, the whole article is worth reading. And Uygur’s central thesis is absolutely on target: that it’s up to us to create a people’s movement that demands the change we elected Obama to bring, and that movement has to be loud and forceful and convincg—to the media, to the American people, and to the politicians.

Change historically comes not from politicians, but by the people who demand it from them. The Civil Rights movement gave Lyndon Johnson (no progressive) room to push through several major pieces of Civil Rights legislation. Earth Day and the environmental movement of the early ’70s gave Richard Nixon (not a progressive bone in his body!) a mandate for the Clean Air Act, the Clean Water Act, and the Environmental Protection Agency. yet we on the left (and I include myself in that) have largely stood by while Clinton negotiated away health care and the rights of gays in the military, while Bush and Cheney stole the election and hijacked the country, and while Obama rolls the ball ever-rightward to pass something he can pathetically call health care reform, or climate change objectives, or any of the rest of it. Let’s “have Obama’s back” for standing his ground against the right, and let’s push him further to the left with public pressure. Lots of it.

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By Posted on Posted in censorship, Ethics in Government, Protests and Crackdowns, Transparency vs. Secrecy Tagged with , ,

My online friend Christopher Elliott of the full TSA directive following the explosives incident last week, ordering pat-down searches of passengers as they board, and telling airline personnel to impose the equivalent of a lockdown the last hour of flight: no access to a host of conveniences from bathrooms to blankets to our own carry-on.

Next thing he knows, boom, he gets a subpoena!

Excuse me, but this is the kind of petty vindictiveness I’d expect from the George W. Bush administration. Some one rats out a stupid policy by telling the truth, and that someone gets squeezed.

I’m reminded of the old line from “We Don’t Get Fooled Again,” by The Who:

Meet the new boss/
Same as the old boss

On issue after issue, the Obama administration acts far too much like “the old boss.” On climate change, Guantanamo, Afghanistan…and now on abusing imaginary enemies. And even when there’s a victory for “change,” like the watered down corporate giveaway they’re calling “health reform,” it’s a hollow, compromised one.

If Obama wants a second term, he darn well better start causing some positive change–and turning his back on both the small-minded get-even tactics and the egregious radical-right extremist policies of his slimy and self-righteous criminal predecessor.

Where is the change we voted for?

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By Posted on Posted in People Helping People, Social and Economic Justice, Uncategorized Tagged with , , , ,

1. Have you heard about the barbaric, fascistic anti-homosexuality law in Uganda? Yes, they’re calling for the death penalty for consensual sex. Read CNN’s article. Here’s the group to oppose it, please join.

2. Especially if you’re in Western Mass, but even if you’re not: a Facebook support group has sprung up for the Northampton, Massachusetts victims of arson. My old neighborhood in Northampton got hit with dozens of fires in a one-hour period Sunday night. Two people died, and two families including some friends of ours were left homeless. Several lost their cars or sustained severe damage.

Please distribute this message widely.

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By Posted on Posted in Arts & Entertainment, Democracy, General Commentary, Peace and War, Politics Tagged with , , , , , , , , , , , , ,

For the last 28 years, I’ve lived in or just outside Northampton, Massachusetts. About ten years ago, Northampton established the position of City Poet Laureate, with a two-year term. Until two years ago, the post was mostly ceremonial. The official poet would occasionally show up and read a poem to mark some event or other, but kept a low profile.

Then Lesléa Newman was chosen for the post. She used her entire two years to work as a catalyst to bring poetry to the people–and the people to poetry. She organized event after event, and brought formidable community organizing skills into the task of making poetry relevant to every generation.

Among her accomplishments:

  • Filling an 800-seat theater with a poetry reading involving readers from the community as well as cities within a few hours drive (none of them superstars)
  • Getting poets to agree to write a poem a day for a month and get sponsors to pledge contributions, raing over $11,000 to benefit a literacy program that helps new immigrants
  • Putting together an anthology of local poets
  • Taking poetry programs into the schools
  • Providing exposure to local poets in a newspaper column

    • The list could go on and on. Newman has been a dynamo and an inspiration. Perhaps this is not surprising from a woman whose 57 published books (!) have included such groundbreaking material as Heather Has Two Mommies (possibly the first lesbian-friendly children’s book to get wide circulation, Letter to Harvey Milk, and one of the first novels about bulemia.

    In the United States, we tend to be uncomfortable with intellectuals. People who pride themselves on their lack of knowledge of the world around them actually do grow up to be President (GW Bush) and run for Vice President (Palin). When we do elect a leader who’s an intellectual, like Barack Obama or Bill Clinton, it’s because they disguise it well, and we see pictures of them doing “man of the people” activities like chowing down burgers at McDonald’s (Clinton) or taking his kids to the bumper cars at a fair (Obama). I think the last prominent US leader who was not afraid to show himself as an intellectual may have been Franklin Roosevelt.

    Other countries treasure their artists, and especially their dissident artists. The first president of free Senegal was the poet Leopold Senghor; in the Czech Republic, it was the playwright Václav Havel. In the United States, yes, we’ve had a number of Presidents who’d written books before taking the office, including both JFK and Nixon as well as Obama (and his former opponent Hillary Clinton)–but these people were already in public life when they wrote their books. Outside of the movies, which gave us Reagan, Schwarzenegger, and even former Carmel, California mayor Clint Eastwood, it’s hard to think of major US policy makers who really came up out of the arts.

    We’ve had plenty of dissident artists, some of them even pretty famous (Bob Dylan, Pete Seeger, Ani DiFranco). But while art can shape people’s movements, as protest folk and protest rock helped to solidify protests against segregation, the Vietnam War and nuclear weapons, it doesn’t seem to shape policy. And in many cases, we find that the dissidents who achieve fame are quieter about their dissent, at least until they’ve already achieved fame (classic example: John Lennon, who did become quite visible in the peace movement after moving to New York). Not too many people stop to analyze the working-class-hero lyrics of Bruce Springsteen and find the progressive values underneath, because it’s cloaked in something that looks superficially like a right-wing version of patriotism. But get down-and-dirty with the lyrics of “Born in the USA”, and you’ll see it’s about a Vietnam vet who went into the army because he grew up in a depressed town, couldn’t find work, and got into trouble–and then after his hitch still can’t find a job.

    Hey, Bruce, ever thought about running for office?

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    By Posted on Posted in Marketing Techniques and Philosophies Tagged with , ,

    In a cutely titled post called “Six Degrees of Customer Separation,” my cyberfriend Sean D’Souza opined that it’s going to take six contacts before his prospects become customers. And that he actually doesn’t expect (or even particularly desire) a sale right away. Other experts use Jeffrey Lant’s “Rule of Seven” contacts.

    I take a heretical view of this. Here’s the comment I posted on Sean’s article.

    Actually, the answer is (like so many things) “it depends.” I actually talk in my book Principled Profit: Marketing That Puts People First about how to bring the six or seven impressions down to just one by laser targeting the intersections of prospect’s need/desire, frequency, and message. In other words, if you make exactly the right offer to the right person at the right time, you may only need one impression. If you have something that’s just not of interest, no amount of impression will shift. Example: as a 36-year vegetarian, I am not motivated to buy anyone’s burger by any amount of marketing. Only a sudden and very urgent need (like genuine starvation in a prison cell somewhere where meat was the only available alternative) would move me into the customer zone.

    But in truth, it works the opposite way, too. I have had people who were on my newsletter list or in a group I participate in for several years, or who saved a newspaper clipping and then two years later, contacted me—and became clients. In some cases, there may have been 100 or more contacts; in some cases, only one, but with a big time delay.

    No hard-and-fast rules, in other words–which is one more reason to…

  • Always put your best foot forward
  • Provide useful information AND conversation, not just sell-sell-sell
  • Assume that people are watching and judging you, so make a positive impression
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    By Posted on Posted in General Commentary, Politics, Social and Economic Justice Tagged with ,

    Spend 12 minutes listening to the best commentary I’ve heard on the healthcare mess, from MS-NBC’s Keith Olbermann.

    He is the only other person I’ve heard advocating my viewpoint: that since compromise isn’t working anyway, since the right-wing nutters will call you a socialist no matter what you do, you may as well fight for what we really need, and then in the next elections call down the progressive forces to sweep out the GOP and BlueDog intransigents, along with the ever-more-loathsome Joe Lieberman. Letting the bill go down in flames and then bringing it back as a campaign tool is a far more sensible strategy to me than chipping and chipping away at the reforms until there’s nothing left other than total capitulation to the insurance industry. This bill embodies everything wrong about the legislative process: the influence of big lobbying and big campaign money, the people shut out from the beginning, even Sanders being forced to abandon the single-payer vote on a parliamentary procedure trick.

    Like Olbermann, and like Howard Dean, if I were in the Senate, I’d be voting no until there are some crumbs in here for ordinary Americans. First Obama and Baucus rejected single-payer—what we really want and NEED—in favor of the very limited “public option.” Then they traded that away for extension of Medicare. Then they traded THAT away…for what? For the unreliable promise of a possible (not definite) yes vote from Lieberman!

    Progressive Senators like Sanders and a few others need to tell Obama and Ried tht this bill is not one they can vote for. Let the bill grind to a halt! We can play this kind of hardball as well. When there’s nothing to vote for, it’s time to vote no.

    I’ll be urging my own Senators to do so later today. Not in a petition but in a personal letter. When I’ve done the letter, I’ll post it here, and I give open permission to copy it in whole or in part to contact your own Senators.

    I’m also going to ask MSNBC for a transcript of Olbermann’s remarks, and permission to post it.

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    By Posted on Posted in Marketing Techniques and Philosophies Tagged with , ,

    This is an approximate verbatim transcript of the phone call I just ended.

    Me: “Hello, this is Shel, how may I make your day special?”
    Her: “I’m from and I wanted to let you know that our sales manager will be in your area on Thursday and would like to make an appointment.”
    Me: What does your company do?”
    Her: “We have a free credit card terminal for you.”
    Me: “I’m happy with my current merchant account provider and I already own my own terminal.”
    Her: “Our system includes a digital receipt system where you don’t need paper receipts. What would be a good time on Thursday to meet with her?”
    Me: “I need to see information before I set up any appointments. Can you send me something and I’ll call you back if I’m interested?”
    Her: “Well, it’s on a laptop, you have to see it.”
    Me: “Can’t you e-mail it?”
    Her: “You can go on our website–”
    Me (interrupting): Wait a minute. You call me up out of the blue and try to sell me something. You want to waste my time with an appointment. And you’re going to make ME do the work to research you, you won’t even send me information?”
    Her: (no response)

    At that point I hung up. I wonder who would actually buy from this idiotic process.

    Let’s get one thing perfectly clear. These people think they are marketing, but this is not marketing. Marketing is about building relationships, providing or adding value, solving problems. This boiler room telepressurer (I will not dignify her by calling her a telemarketer because she’s not marketing; she’s confronting people who don’t want her message) is doing one of that.

    I’ve written six books and hundreds of articles about how to market effectively. People like this give the whole industry a bad name, and then we have to work that much harder to overcome prejudice against us.

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    By Posted on Posted in Abundance and Prosperity, Business Ethics, Entrepreneurship Tagged with

    My friend Denise O’Berry is running a contest for the best advice to new entrepreneurs. I don’t have much use for the prize (a year of blog hosting at Network Solutions–I’m happy hosting my own blog), but it felt like a fun and seasonal thing to do. Here’s what I posted:

    1. Be as helpful and friendly to others as possible, and be well-networked (both online and off)–cultivate relationships from an attitude of how you can be of service, and people will help you. Introduce people who need to know each other.

    2. Do outstanding work. Stuff that people will want to brag about. Turn it in on time or early, and on or under budget–and then suggest the next thing they need and you can help with that maybe they haven’t thought of on their own.

    3. Stay true to both your ethics and your values. Do not cross the line to take on projects you shouldn’t. Keep honesty, integrity, and quality front and center.

    4. Keep expenses down while starting out. And keep good records.

    5. Make sure people understand what you do and how you can help–but do it without being salesy. Show that you know your stuff by answering questions, writing articles (and later, books), speaking,etc.–not by going on and on about how great you are.

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