Each month I receive hundreds of e-mails from consumers who have been bilked out of their hard earned dollars by unscrupulous supplement / fat burner manufacturers. Manufacturers who have added them to monthly recurring billing cycles without their permission. Manufacturers who don't honor their money-back guarantees, and, while providing a 1-800 number for refunds, but don't hire a real, breathing person to monitor this number. These manufacturers treat their customers with disdain, and in general, regard them as little more than sheep who need to be parted from their money.The vast number of complaints I receive involve products marketed almost extensively via...
i) radio advertisements
ii) internet e-mail and advertising campaigns
iii) television infomercials
These products tend to be marketed by companies who do not have a regular presence in
marketplace. These companies like to make this sound like a good thing (i.e., "exclusive T.V. offer!", and "this product is not available in any stores, so order now!"). However, opposite is generally case. Why? Selling via 'Net, T.V. or radio makes it very easy for manufacturer to...
a) avoid accountability to customer
b) continue to sell an inferior product to a receptive audience
To further outline issues, let's create an example scenario with fictitious companies "X" (which will sell its products in stores), and company "Y" (which sells online).
Suppose company "X" creates a new fat burner product with a full money back guarantee. They sell it in local marketplaces through well-known retailers. Suppose you come in to retailer and purchase that new fat burner. Four weeks later, in accordance with label guarantee, you bring empty bottle for a refund, feeling product didn't live up to your expectations.
A quality, customer focused retailer will refund your money right away, no questions asked (if they don't, make it clear you'll be taking your business elsewhere). That retailer will then demand their own refund from manufacturer.
What's my point here?...
1) Inferior quality products threaten local merchant's credibility, and their ability to do business with local audience. After all, no merchant who claims to have your best interests at heart while flogging an inferior product can stay in business for long.
2) It is impossible for any manufacturer to avoid accountability in local retail market. If a product yields too many refunds, local merchant will have to stop selling it. That's because that merchant needs your repeat business for his/her other products. If merchant does not treat you well, s/he loses risk of losing ALL your business. Regardless, bottom line is that local retailer has to stop ordering from manufacturer.
3) Products that generate lots of refund requests are much more work for retailer than ones that do not. Merchants will not carry such a product for long.
OK, now for other side of coin.
Suppose company "Y" creates a new fat burner (covered by a 100% money-back guarantee) and markets it via infomercials, radio ads, and Internet. Suppose "you" purchase product, and later try to get a refund when you find quality of product unsatisfactory. Here's where things get interesting...
Unlike your local merchant, who needs to keep you happy to earn your repeat business, company "Y" knows it is unlikely to ever hear from you again. So it makes it as difficult as possible to obtain a refund. Its 1-800# plays an endless loop message for 45 minutes. It's nearly impossible to get a real human being to talk to.
