Editor’s Corner:
A BUM'S RUSH TO GET THE ORDER

Last month we wrote about a list request service that enables anyone to send a query out to hundreds of list brokers and list managers. Since we're list brokers, we decided to put ourselves on the list to receive requests. A few came in. I wrote back to those who sent requests for postal lists about our speciality in e-mail lists.

One party was quite interested in e-mail. I researched his request for him and sent him several datacards. After a few days he said he was swamped with datacards from all the brokers who had responded. Another broker had also suggested e-mail lists to him. There were overlapping submissions.

My contact seemed exhausted. "I've got to take a few days to go over all this," he told me. The final outcome: someone else got the order.

And I thought about this list request service. It's great for the requestor and hell for the seller. Our communication technology has become so sophisticated that auctions can take place on a global scale on millions of computer screens at the same time. And now with one simple list of suppliers any industry niche can set up e-mail alerts to get vendors to bid for a job.

In the face of all this speed and time warping the only defense we have is excellent one-on-one customer service. I think the company promoting web emcees that we wrote about this month has the right angle. Technology can give us all a leg up on being there first or knowing what's happening. It's the fellow who'll take the time to talk to you and take your order, that's the best there is.

Have a good 4th of July (and to hell with all the orders for a few days)!