The Web Is an Ordering Tool, Not a Selling Tool

In addition to vacuum cleaner bags, I have bought scores of books and movies on the Web. I have bought vitamins and hard-to-get replacement light bulbs and electronic parts. I would never buy clothing, an automobile, a TV, a house, a computer, or a microwave on the Web. Why not? Because when I buy most things, I want to see and feel the product, or talk to someone about it before I buy it.

Sears reports that many customers who are buying major appliances have already done their research on the Web. When they come to the store, they know what they want. But before they plunk down $1000, they want to see the product and talk to a salesperson. I researched Dell, Compaq, IBM, and Gateway on the Web before I bought the computer I am using to write this book. I finally settled on Gateway. But when I actually bought the computer, I called Gateway on the phone and talked to a sales rep, who put the package together for me with an Iomega Zip drive. This was a $1500 purchase. The sales rep talked me into a 1300-megahertz model that was on sale, rather than the 1500-megahertz that I had selected on the Web. I saved $300.