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Close The Deal! It's NOT That Hard!

What do you say to a business, trying to gain new customers in a struggling part of the economy, that shoots off its own foot? I generally like The Wall Street Journal. Like it enough, in fact, that I thought I'd subscribe for a year. I'm not thinking that any more.

I receive The Journal's regular direct mail solicitations offering a year's subscription for about $100. Their web site offers a slightly higher rate, though still heavily discounted from normal. But since I live in what can be charitably called "The Boonies" I called their toll-free number to make sure daily home delivery is available. It is.

"What's your best rate for a one-year subscription?" I asked? I was quoted a rate nearer to $400 than $100. Apparently the lower rates are available ONLY to those signing up on-line.

Hmmm. So The Journal's direct mail team spent all that effort convincing me to subscribe - wasted effort, as it turned out, when the call center team didn't empower an operator to offer me a deal identical to those gracing my mailbox every other week.

I can understand cost-conscious organizations wanting to serve customer needs via the web whenever possible. Makes sense to me, especially when it's an integral part of a well-crafted customer service strategy.

But c'mon people! Think about it! No wonder the newspaper business is in trouble. THEY HAD ME ON THE PHONE, credit card at the ready! And couldn't close the deal.

They better not whine about how tough the economy is right now.



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