December - International Society of Certified Electronics Technicians

By Fay Wood EHF, Chair – Marketing and
Membership Committee
Seasons Greetings to all out in NESDA
Land. What do consumers really want and
expect, especially during the holidays? We
are all consumers, so you can relate to what
I am about to tell you.
Consumers are probably the
most important part of the equation
in the buying chain process.
Businesses ask consumers to
trust what they produce, trust
what they say they will do, and
trust that what they are buying
will provide them enjoyment and
a lasting positive experience.
Consumers want to know they
are getting their money’s worth,
and want to know that those they
are dealing with are experienced,
honest, dedicated and highintegrity
representatives of their
organizations.
Consumers can sometimes be
finicky, fussy or sometimes
downright unreasonable, especially
considering all the information
and research that they
can do on the Internet these days.
Many consumers think they
know all the ins and outs of
products, but with so many new
and advancing technologies we
know this is generally not the
case. So, many might challenge
various statements and commitments
made by those they are
dealing with, but in most cases it
is probably with the intention of
“getting their money’s worth”
and to protect their investments.
And considering the fact that
without the consumer and their
purchases businesses would not
exist I would hope we all realize
they deserve the best we can
offer them so they will say yes
and keep coming back.
Manufacturers and others
spend an enormous
amount of money
(millions of
PAGE 8 –
December 2004
Can We Talk?
$$$) to brand their products and to educate
the supply chain on product features, benefits
and key selling points. It is no secret
that brand loyalty is not what it used to be
and some consumers simply go with the best
story being told (you know the sales hype
stuff) and the cheapest equipment they can
find. But there are many other consumers
who know what they want, and want a fair
and reasonable deal with the assurances that
they can enjoy their products for a long time
to come. Now isn’t that what you have dedicated
your lives to providing them?
(Continued on Page 9)
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