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Technology is Great, But Not if You Can't Put Your Own Imprint On It

By
Real Estate Agent with Prudential Fox & Roach

I read a post by Seth Godin, that got me thinking about my recent trip to an Apple store.  Apple stores aren't like Starbucks, there isn't one on every corner.  My point being I had to go about 20 minutes out of my way to get to the store.

I was excited to go for a couple reasons: 1.) I would get to look at a bunch of shiny and pretty techy things and 2.) I was going there to get something special for my wife's "29th" birthday.  
Once there, I bee-lined to the super shiny product I made the special trip for: the Ipod Touch.  On my way I was greeted by a lovely lady named Ethel or Edna, I couldn't remember because of the "tech-induced" stupor I was in.  She asked me my name and sincerely wanted to know how she could help.  I told her I was looking at the Ipod Touch.  Great, she would get someone to help.  She made a call on her invisible radio (as if she's in the FBI or Secret Service) for assistance.  No response.

I was in a bit of a hurrry, because I'm 20 minutes from home and I needed to be back in 30 minutes.  So I headed to the front of the store and was greeted by "Todd" asking if he could help.  Sure!  I told him I'm looking at the Ipod Touch and could he answer a question or two about it? No problem.  Hmmm.  I couldn't help think, why didn't he come when Ethel, or Edna, called before?  I noticed he wasn't wearing a super-spy device though.

"Todd" answered my question, or more appropriately, removed a concern I had about getting email on the device and I was ready to make the purchase.  Cash or credit.  You kidding "Todd?"  I don't have that much cash in my account, credit;-)

Then I asked about the custom engraving.  "Todd" looked at me....Oh, I'm sorry you can only get custom engraving when you order it online.  Huh?!  Ok, maybe I misread the very very fine print  when I was on line, but I don't remember it clearly stating that engraving was only offered when you purchase the Ipod Touch on line. Hmmm.  I stood there looking at the shiny and beautiful Ipod Touch for what seemed like 8 of my remaining 9 minutes.

What I was trying to do was give "Todd" a chance to make the most of this opportunity.  I clearly wanted to buy this product and I clearly wanted to have it engraved for my wonderful wife.  I was also standing in a store with a gazillion products that could get on line in the matter of seconds. Hmmm.  "Todd" missed his opportunity and I walked out of the store without making a purchase.  Perhaps even more important, I walked out of the store thinking of how much a simple "out-of-the-box" gesture could have radically changed my experience. But alas, all I could think of was the amount of time I had just wasted because of Apple.

So, when Edna or Ethel asked me about my experience as I was heading to the door with my head down, I had to think fast.  I simply said everything was fine, knowing that not to be the case and knowing that the odds of me coming back to this Apple store were greatly reduced by this experience. But I didn't want to complain, because my alloted time for this trip was up. Hmmmm.  I wonder if that's the experience Apple wanted me to have?

The trip got me thinking about how I run my real estate business.  Each client has their own unique hot buttons, and each one gives me opportunities to either dazzle or dim.  What I need to do is constantly realize that I've been given the privilege to help them.  With that comes the responsibility to consistently impress.  I have to be looking for ways to "Wow" them and "touch" them whether it's through technology or simply using the "human touch."  That human touch can get lost amidst all this social media web 2.0 stuff. The point: technology isn't the end all be all, it's the means to improve and enhance a relationship.

Technology is great, but not if you can't put your own imprint on it.

Comments (4)

Margaret Woda
Long & Foster Real Estate, Inc. - Crofton, MD
Maryland Real Estate & Military Relocation

We constantly learn from other people in sales, don't we?  Usually what NOT to do (I posted today about one of those myself).  You're right... during that 8 of your remaining 9 minutes, he could have told you the benefit of buying now (you'd have it in hand) and asked if the engraving was a make-it-or-break-it feature..  offered to gift wrap it if you "buy now"...  even offered to help you buy on line right there and then (he still wouldn't get the sale, but he might get your future business...)  

Nov 12, 2008 11:28 PM
Matt Moxhay
Prudential Fox & Roach - Moorestown, NJ
Moorestown Real Estate

Hi Margaret-  Every interaction is a learning experience isn't it?  I suppose I could have asked to order it online there, but I was just curious as to how he was going to handle it.  Perhaps the store could have still gotten some credit for my purchase.  Either way, the crux is that we're all in the service business and I was expecting a bit more from Apple.....The Touch is awesome by the way, so that overcomes alot;-)

Nov 13, 2008 12:06 AM
Jeff Belonger
Social Media - Infinity Home Mortgage Company, Inc - Cherry Hill, NJ
The FHA Expert - FHA Loans - FHA mortgages - USDA loans - VA Loans

Matt....  I really enjoyed this... it had me hanging on each sentence. But how come you couldn't remember the woman's name if she was a 'lovely lady'?  lol  Seriously though, I totally agree and I don't want to be known as a complainer, but hurry or not, I would have told 'lovely lady' my experience. And if she wanted to know more, that she would have to e-mail me or call my cell... and I would have handed her my card. One thing that I have learned also... I would want my clients to tell me if they weren't satisfied at any part of the transaction. How else do we learn or try to improve. I know you were in a rush, but it could have taken one more minute, if done the way I explained. I think part of the problem with today's society is that we don't complain enough, when it's a real gripe and not just a picky gripe or complaint... or from those that are just chronic complainers in life. Just my .02...

jeff belonger

Nov 20, 2008 03:25 PM
Matt Moxhay
Prudential Fox & Roach - Moorestown, NJ
Moorestown Real Estate

Hi Jeff- Thanks for the comment and you make some good points.  Yes I could have said something to the "lovely lady," but she couldn't get someone to talk to me about the Ipod, I had to do that on my own...so I didn't put much faith in her being able to handle any complaint/feedback I would give her.  I also could have said something to "Todd" as well.  My point though, is that I don't think consumers really give us that chance.  We have to be able to get that information from them by listening to what they say and how they act and then being proactive, otherwise they'll just "walk out the door."

Perhaps the biggest thing though is that I was annoyed at myself, because earlier that morning I had "almost" ordered it on line anyway, but I was greedy and wanted instant gratification, so I went to the store, lol!  There's a lesson in there somewhere for me;-)

Thanks again for sharing your thoughts, I appreciate the time you took to read and comment, have a great day!

Nov 21, 2008 12:48 AM