PA Refinishing & Restoration: Volume 6, Issue 26 (Repost)

by Paul Smith

Instant communication can be a great thing. Sometimes, it can save a life. On a more day-to-day basis, it can provide comparison shoppers with the data they need to get the best price on whatever they are buying. All of this, of course, assumes that the instant information obtained is correct.

As a proprietor of a furniture touch-up and restoration products business with an online presence, I am very aware of others in the same business, peddling the same or similar items. As much as I would like to believe that my outlet serves customers the best, more than a few end up at other sources when they decide to buy. Because I want as many of them to stay with Moffitt-Smith, my online business, I make a point of searching around the internet to see who else is selling the same stuff, how much they are charging, and what the online experince is like. I do the same analysis on my website, trying to be as objective as possible. If I see something I like on another site, I might ask if that can be applied to Moffitt-Smith. If I see something that I dislike, I'll look at my site and see if that same problem could exist there. Every webmaster (or website editor) should constantly be on the lookout for improvements to their own sites. After all, a positive experience on the internet encourages the customer to order online again at your site, my site, and others. A negative experience, on the other hand, can do great damage to all online merchants.

What can cause a bad experience on the internet? The obvious answers usually involve being the victim of fraud--or your computer screen becoming a rotating billboard for unsolicited products! Less obvious to many online merchants--and web designers--is incorrect information can leave a bad impression on the source as well as as the subject of the material.

On a recent search for sources of touch-up sticks, I came across a "Student Touch-up Kit" with a variety of fill sticks, burn-in sticks, and touch-up markers. The seller had apparently attented a Mohawk Touch-up seminar and had five "hardly even used" sets for sale at what was promised to be less than Mohawk's regular price and "much less" than what the distributors would charge. In fact, her price was less for her slightly used product than what you would pay for new (big surprise!) However, the comments below from previous buyers indicated disappointment in the color selection. The seller's response to one was to say that you could see the selection on the picture (the set was in a clear plastic bag). No mention was made of a refund or exchange offer. Even before the sale was made, the potential buyer was told that this selection was the best available and if it were purchased anywhere else, the buyer would be paying too much. In effect, the seller damaged not only her own crediblity but all of those who sell Mohawk touch-up supplies--maybe even all touch-up supply sellers. At the very least, these buyers will think twice before buying online again.

To set the record straight, I invite you to go to the Mohawk Finishing Products Website and click on "find a distributor". There, you will see many potential sources of restoration supplies, each with their own product selection (not all are Mohawk) and their own prices. I have not seen one website among these that makes wild claims about other sources. They simply describe the product and let you make your own conclusions.

If price is the primary factor, you can use a price comparision service such as Froogle. Provided that what you are looking for is listed, you can see a list of various suppliers and make a choice based on price and service. If your search takes you to resellers like the one I described earlier, I'd advise you to read the comments from previous buyers. Yes, instant communication can be a great thing!