Are Big Product Launches Always Great for Business?

I’m familiar with Jeff Walker and his Product Launch Formula. I know a lot of these big internet marketers brag about their server crashes and how much money they made in a few days. But I question whether a big product launch is always the best idea, given the huge strain  put on staff, servers and infrastructure to pull these big launches off and the potential for disaster.

Done wrong, a big product launch could actually damage one’s reputation. Here’s Why.

I recently bought a product that I was totally excited about. It is a scorching HOT product in a niche that promises to dominate the future. I absolutely loved the sales page, the graphics and the videos used to sell the product. And I was equally ecstatic about the training videos – all 50 of them and many other resources. There was no question that these people had over delivered. I thought it was one of the best purchases I have ever made.

Second Thoughts

oops - a product launch snagAnd then a tiny mix-up involving a second product that was part of an upsell led me to ask big questions about whether I should pursue what looked like a terrific business. Without totally revealing the product, I’ll tell you that part of it involved using the vendor’s software to deliver a service to customers.

More than a week after my purchase I’m still trying to gain access to this second part of the offer. So I put in a ticket with their customer support and apparently with Clickbank. The problem came when Clickbank responded. The message included a note with a number to call which ironically happened to be in my own zip code.

Surprised manI dialed the number only to learn that the person on the other end was another person who had purchased the product, never received it and had complained to Clickbank. I still don’t know how this mix-up occurred. But now, I had big questions about the services of this company.

Could I count on them to deliver? Would my customers face serious snags in their services? Could my business receive a black eye if I promoted these services?

The people who created these wonderful products are very young. What they put together was extremely ambitious. I am sure they are on their way to earning millions of dollars. But at that moment I started to see this as a risky venture for me because I could not control their services, and yet my business would depend on their delivery.

I share this story to demonstrate how important a customer’s experience can be to your small business. You always have to keep in mind how your customer will be affected by the actions you take.

It might have been better for this company to roll out the business in stages. By all accounts they sold several thousand copies of this package. That was a lot to manage with a big product launch involving a number of super affiliates.

fax mixupIt’s the ancillary pieces – the related software – not the training itself, that gave me pause. If the software works as promised, it should be awesome. But as I started to realize how many people would rely on the services of this young company, I wondered if they would be up to the challenge, given the mix-up I experienced.

The message I would share is to anticipate the things that are likely to go wrong. Plan your product launch to ensure you can deal with the inevitable snags. This product was so good that I bet these guys will overcome these challenges.

Still, I wouldn’t want my customers wondering if I can really deliver everything I promised, because of customer service snags. Remember this story as you plan a new product launch for your business. And let me know what you think by leaving a comment.

One Response to “Are Big Product Launches Always Great for Business?”

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