I am sure you have experienced this or know someone close who has.

You see an offer, think it is exactly what you are looking for, and try to grab it while the deal is hot, only to be told “Sorry, we just sold the last one but we have this more expensive and less desirable option …”.

We experienced it just today.

There was a flight we found ideal for everything we needed for our winter vacation. It had the right stop over, and even the plane I wanted to fly on (the new Airbus A380!).

As we saw that flights were being picked off fast, and the price was going up like a rocket, we jumped on the booking button and bashed through all the required details, including all the passport information and so on.

I would like to point out they made sure my email was added to their newsletter at this point.

Next, next, next, right up to the final notice … sorry, these seats are no longer available. Please try again.

So they have ALL our details, right down to inside leg measurements and NOW they tell us the seats have gone?

A friend had a similar experience with buying a van for his business. He saw in the local news paper a dealer was offering a nippy little Ford in standard white with low mileage (one careful lady Grandma owner, used for taking kittens to salon).

He called up, made an appointment. When he got down to the dealer at the specified time he was told the van was sold out but …

It is obvious what these companies are up to.

They think once you have made a commitment and have enough feelings of ownership, that you will not want to lose that claim, and so are willing to buy whatever junk you are offered, just to avoid the loss.

In fact what happens is either bitter feelings and ranting to whoever will listen and on the internets, or severe feelings of buyers remorse. Neither of which are condusive to customer loyalty, excellent word of mouth or repeat/up/cross sales.

The lesson is obvious. By chasing the quick buck they destroy long term customer value, but by actually treating customers ethically and generously they could have a customer for life.