I GUARANTEE IT!

by Deb Weidenhamer

I recently sat at a dinner with George Zimmer, CEO of the Men's Warehouse. You can probably recall TV commercials in which George Zimmer talks about the clothing you can purchase at his stores and says "You are going to like the way you look - I guarantee it." In learning of George's business philosophy I was impressed that just like an auction firm who isn't in the auction business - the Men's Warehouse isn't in the suit business - we are all in the people business.

A big component of the people business is making customers comfortable with the sales process. That can mean that a suit purchase will fit right or it can mean that an auction item will work when plugged in. As auctioneers we use our "as-is, where-is" clause to prevent refunding purchases to auction customers. This is a part of the auction business and serves a valid purpose in the industry where products run through quickly and our method does not generally allow for testing of auction product.

I am certainly not suggesting that we change our method of doing business. However, every auction that I know of offers a preview of the auction product. Even if it is only for an hour, it is an opportunity for a customer to look at the product and make a determination about condition, working order and practicality of use. It is also a time where all customers should be allowed within reason to make sure that an item is going to meet their needs. We would certainly allow a potential home buyer to measure a bedroom window. Or we would start up a CAT grader to turn over for all the crowd to hear. We will even plug in an electric blender for a spin around the glass. These are part of the inspection or preview periods prior to an auction.

However in our information society we don't always provide information to a potential buyer that they are responsible to perform all of these measures to determine their own willingness to purchase. I know that we collectively have signs informing auction buyers that this is an "AS-IS, WHERE-IS" auction. But do we have signs that explain the buyer should take the opportunity of the preview to test items for themselves? This is a key to the people business - information. Informed buyers are satisfied buyers.

If we talk about a customer's satisfaction in the service we provide through the ability to preview their potential purchase, then we can bravely stand behind the "As-is, where-is" clause and we will have satisfied customers - I guarantee it!