Like the Olympic torch that must be kept burning, your sales have to be kept alive by keeping your eyes on trends and developing strategies that maximize your strengths and those of your associates.
I'll describe some of the techniques I use to more efficiently solve customer support issues and keep an eye on emerging technologies that could end up as profitable product lines.
The Internet
One of the many valuable aspects of the Internet is the way that search tools like AltaVista (http://www.altavista.com) allow users to mine for data on the Web and Usenet.
As many PC Buyer's Guide readers know, Usenet newsgroups are often polluted with so much "spam" and irrelevant junk mail that it is fairly inefficient to browse the newsgroups directly, even with a newsreader that filters out junk messages and allows you to follow "threads" efficiently. My preferred method is to use AltaVista and search for the terms I am looking for directly, using that search engine's Boolean operators - primarily, by adding a plus sign before any word I want to be included in my search criteria, and by putting quotes around any string of text I want to preserve.
For example, I had a problem where my 3Com EtherLink XL 10/100baseT network card was crashing Windows 95 OSR2 with a "Windows protection error." After a little trial and error (the problem went away when the card was removed), I determined that it was related to the network card, although I was perplexed because I was using the latest drivers, and the card and drivers worked fine on a different Windows 95 machine. Using another computer, I accessed AltaVista, selected the Usenet search option and typed: +windows protection error" +3com
Then I clicked "Search." A few seconds later, the answer I needed popped up at the top of the list. As it turned out, 3Com was aware of this problem, which affects only Windows OSR2, and only in some cases. Best of all, the company had a new driver that fixed the problem.
Now, obviously AltaVista isn't the only search engine out there that can find the information you need, so if you are happy with (and get the results you want from) Excite, Lycos, Yahoo, or whatever other search engine you prefer - great! However, if you, or your employees, are getting 12,000 matches when you search for something on the 'Net, you might want to brush up on your searching skills, perhaps by taking a night school course, or minimally by reading the Help pages that describe the advanced search functions of any search engine. Better still, train your employees on how to more effectively deal with support-intensive customers by using a search engine.
Tradeshow Rants
Speaking of tradeshows, I'd like to jump onto this stack of soapboxes I have here and have a good old-fashioned rant for a moment. At the recent Comdex tradeshow I spoke at, I was stunned by how many manufacturers' reps in Canada were apparently unaware of the "talk on the street" regarding recent, current or near-future product announcements or technology demonstrations by their parent companies.
Kudos To Demos
The Web is a great way to deliver trial versions and "free" demos of a wide variety of products. Now that's how to draw a crowd and get people talking. Microsoft understands the power of The Demo. At any given trade show, it is showing off numerous beta products, including the latest Office for Macintosh, Office and web tools for Windows and OS/BackOffice releases. Probably not coincidentally, Microsoft typically restricts the distribution of these products to members of the media during this phase of "managed media relations." After all, we'd find out what they're really like.
I am reminded of the joke about what happens when Bill Gates dies. St. Peter (the heavenly equivalent of Steve Ballmer?) says, "Bill, you've done some very good things, but you've also done some very bad things. It has, therefore, been decided that you have a choice of going to Heaven or Hell."
Bill asks to see each of these most final destinations before deciding. From the Pearly Gates, he sees a bunch of old people floating around playing harps. "Hmmm," Bill says, "looks pretty boring." St. Peter then whisks him straight to the entrance to Hell, where Bill is amazed to see scantily clad women frolicking on a sandy beach, partying, laughing and having way too much fun to the sounds of the Rolling Stones. "Hey," says Bill, "that looks great. I'll choose Hell."
"As you wish," says St. Peter. Instantly, Bill finds himself up to his neck in boiling water. All around him, tortured souls are screaming piteously. "This isn't what I chose!" cries Bill Gates. "Yes it is," replies St. Peter. "...but that was the demo version."
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