I recently worked with a group that wanted to order an inexpensive product for their members to wear. We narrowed it down by price to one option. To be on the safe side, prior to ordering 1,000 of these things with logos on them, I ordered a sample. Maybe it was a hunch (based on price), but upon opening the sample box, I was shocked at how inexpensive-looking (read: cheap) they seemed. (Of course, if the customer wasn’t looking for the least expensive thing available, there would be another story in this month’s column.) And each of the samples came with directions and illustrated pictures on how to manipulate it so the wearer could use it in nine different ways.
I hold two bachelor’s degrees and an MBA and I couldn’t figure out – and could barely read – the directions. (Was that 4-pt. type they used?) So I went to the most reliable person I know who understands everything. Our receptionist. I gave her the item with the directions and left her to figure it out. Ten minutes later she came out using it in one of the nine ways noted, just like one of the pictures. What a brilliant young woman! However, both she and I determined that very few recipients would bother with directions and would use it as it looked upon first impression, which really didn't knock my socks off. (And really, think about it: How many male-type people bother with instructions?)
My recommendation to my customer? Skip the that particular item and considering ordering T-shirts. Yes, one size doesn't fit all, but they would present the organization in a much better light – which is what they did. Score one for me for ordering a sample.
Ah, but if ordering samples could be so easy all the time... not so!
Have you ever received a sample that was not what you intended – an entirely different product from what you requested, even though you used the vendor’s item number? Or, perhaps, have you received another distributor's sample request, and stared at the open box knowing that someone else had your sample?
Are you annoyed at how many times you give out your UPS number, all in the name of samples? Have you returned a sample in a manner that wasn’t quite as easy as was promised? (Request return label with 24 hours of being shipped; but wait! I didn’t receive it until days later!)
Do you have a drawer/closet/room full of samples you ordered for customers that were no longer produced by the company? (Great yard sale material!)
And how many times have you come across a new and unique product you know you will be able to sell a million of? Did you order that one extra sample for your own use? (Hey, gotta try out the product so you can recommend it, right?)
Have you ever received a sample in the wrong size, color, or type? (Knowing you’ll have to tell your customer to use their imagination to visualize the XS women’s purple s/s fleece vest as a men’s Large grey l/s vest?)
And then, when you call the vendor about any sample "misunderstandings," customer services does not give you the satisfaction you deserve (if you followed the sometimes complicated sample ordering procedure correctly) and have to ask to speak to their supervisor?
For me, relatively new to all of this, ordering samples is a dreaded necessity. Maybe with years of selling under my belt (I don't, in fact, wear belts), I will take it all with a grain of salt and look at it as a necessary evil practice.
Or, should I occasionally put myself on the other side of the phone, and look at it through the eyes of the vendor: They are receiving an order for but one single item – when they focus on filling orders for thousands of these things. Think about the time, effort, and money it takes to accept the sample order, process the request, and send it out on its merry way, not knowing if an actual multi-item order will come of it.
I know if I were applying to become a vendor customer service representative (God bless them!), I would have way too many “what-I-would-really-like-to-tell-this-dingbat-calling-me” thoughts to keep under control that I would never get beyond the interview process.
So, hats off to vendor customer service reps. They should have their own federal holiday. (Wow, what a turnaround from the beginning of this story!) They put up with us and our “single piece” demands and, yes, most of the time it does all work out, for which we don’t give them full credit. It’s just when that one sample goes awry it is enough to set me off. So my heartfelt apologizes to all competent customer service representatives, and my apologies, also, for any future grumpiness you may encounter with me.
Annette Kurman, an award-winning writer, holds bachelor degrees in journalism and nursing, an MBA, and Accreditation in Public Relations. She has been a newspaper reporter, director of public relations at several non-profits, a senior living administrator, and is a registered nurse. She recently joined Allstates Business Solutions and is learning - and living - the life of a distributor. She can be reached at akurman@allstatesbs.com.