Earlier today I got a call from a customer who had a question about buying a mug press. We sold this customer her sublimation system, the blanks she uses, and got her started using an oven and mug wraps. She’s doing a nice business selling her original artwork which she puts on the mugs, and was very happy with this method of sublimation until the oven she was using broke. She purchased a replacement oven, but it didn’t seem to work as well, and she called us asking about purchasing a mug press.
Now we sell a high end mug press from Geo. Knight, and it’s a press I’d recommend to anyone. Our parent company has used Geo. Knight presses for years, and we know they’re well made, and well supported. I have no problem advising a customer that a Geo. Knight press is a great buy, except when I can tell from what the customer is saying to me that the Knight press, while a great purchase, isn’t really what the customer wants and needs.
In this case, the customer wasn’t sure she wanted a press at all, and certainly wasn’t sure she wanted to spend what it would cost to buy the Knight. I explained why the Knight press was worth the price, but she was still hesitant, so I recommended a few other places, friendly competitors of ours, where she might find presses that were less expensive. I told her if we couldn’t have the sale, I’d rather that it went to a company I knew would treat her right.
She was still unsure, so we talked a bit more. As it turned out, she liked working with an oven, had the process down pat, and found the results were great. The only reason she was considering a mug press was because her current oven wasn’t giving her the results she wanted, her previous, more expensive oven that had worked beautifully had died, and she was under the gun to finish orders. As we talked, she realized she really didn’t want a mug press at all, that she was just stressed about making her order deadlines and grasping for solutions. By the time we’d hung up, she had decided to go out and get another higher end oven and proceed with the sublimation method that she liked and knew to be successful.
If there is a moral to my little story, and I think there is, it is this: our interactions aren’t about us, they’re about you. At EnMart, we believe that our job is to listen to what you need and help you find the best way to meet those needs. If meeting your needs involves selling you products we carry, that’s great, we are a business after all. If meeting your needs means directing you elsewhere and recommending a solution that may not put any money in our pockets at all, we’ll do that. Our goal is always, if we can, to create a happy customer and one who comes back to shop with us again and again.