Wednesday, February 18, 2009

The myth of the customer email

One thing that I have learned from emailing back and forth with customers is this. If they are sending you an email, honestly, it probably means they have no interest in purchasing from you. It seems crazy, but it has happened to me so many times. There have been times where 4 or 5 polite emails have been sent back and forth describing the book's great qualities. Even if my book is in great condition, the customer will seldom buy that book. The important thing to remember as booksellers is that while these emails might not result in sales, it is our public image, and treating them well is still very important. While only a small percentage end up buying your book, a large percentage of the customers that do buy end up leaving feedback. It is something about their personality, they are highly involved consumers and they seem to also like to inform others of their experience, whether good or bad.

As always, I appreciate your comments, both positive and negative.

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