Kommentar: Hello my friend!Hello my friend!

20. Feb 2013

Hello my friend!

Text: Joachim Ritter

Bekommen Sie auch solche E-Mails von Menschen, die Sie nicht einordnen können? Haben Sie womöglich gar keine Freunde und sind deshalb total verunsichert? Fragen Sie sich noch: „Woher zu Teufel kennt der mich?“ Kommen Ihnen Zweifel auf: Hatten wir uns auf der Light+Building getroffen? Hatte ich zuviel getrunken und Versprechungen gemacht, die ich nicht einhalten kann? Ich kann Sie beruhigen. Ich glaube nicht, dass etwas Vergleichbares passiert ist. Ebenso wie sie keinen Megadeal verpasst haben, bei dem ein ehemaliger  afrikanischer Minister 80.000.000 US$ auf Ihrem Konto zu deponieren plant…
Business muss scheinbar sehr sehr einfach sein. Ich sende eine E-Mail mit meinem (zweifelhaften) Angebot an irgendjemand irgendwo in einem Erdteil, nenne meinen Adressaten „Friend“ und warte auf…Aufträge, Bestellungen, Geschäfte. Ein scheinbar simples und lukratives Geschäftsmodell!
Deshalb folgt für alle, die diese E-Mail noch nicht erhalten haben, die komplette E-Mail (mit
veränderten Namen und Telefonnummer):
Hello my friend, here are our LED tunnel lights pictures below, these lights can be from
50W to 400W, and the input voltage can be 85-265vac, or 100-277vac, or 200-480vac. and the beam angle could be 60deg, and 120deg. if you like then i can send to you them our pricelist and specs.

Best Regards Michael
Efes Engineering Ltd
F:+86 xxx yyyy82655
T:+86 xxx yyyy6484“

Seltsam! Wieso verspüre ich nun überhaupt kein Interesse an „pricelist und specs“, obwohl Produkte auf diesem Vertriebsweg doch sehr kostengünstig zu sein scheinen und damit zu sensationellen Preisen führen müssten. Wieso funktioniert das eigentlich nicht, wenn ich meine Angebote per E-Mail an viele viele Adressen versende? Habe ich nicht das richtige Angebot? Habe ich keine Freunde?
Nein, ich habe einfach eine andere Auffassung von Lichtplanung und Business. Ich glaube, Geschäfte zu machen, ist nicht einfach. Denn wäre es so, würde das jeder machen. Aber es macht nicht jeder. Allerdings versuchen es viele, und das mit den einfachsten Mitteln…
Das ist so, als würde jeder behaupten, dass er Lichtdesigner ist. Kurz nach Weihnachten habe ich bei LinkedIn den Suchgriff „Lichtdesign“ eingegeben. Da erschien eine Liste von über 76.000 Personen. Davon waren in den USA 46.000, im Großraum New York 6052 Kontakte, in GB 6600. Vor Monaten hatte ich die gleiche Suche schon mal durchgeführt und bin damals zu einem Ergebnis von 66.000 Personen gekommen.
Jetzt über zwei Monate später lag die Zahl der Liste bei 85.000. Wo also liegt in dem gedanklichen Ansatz der Unterscheid zwischen Lichtdesigner und Produktanbieter aus einem Billiglohnland. Keiner von beiden muss anscheinend nachweisen, wie professionell er arbeitet…
Ich jedenfalls habe mich dazu entschlossen, auf die E-Mail mit dem tollen Angebot für Tunnelleuchten zu antworten:
“Dear my friend Michael,
Thank you for asking. I am really fine. Since we saw last time a lot has happened. I installed your sample fixtures in a mockup and my client was really surprised. He never believed that fixtures can be sooo cheap on the market. He agreed that the effect was not really what we discussed in the design process. But he really did not care that much. He only said: “Cheap is good!” I said: “Yes, it is a special offer from a special friend in Asia.”
Unfortunately I can’t give you an order at this moment. The client has another 625 companies to check who also offered cheap products. But if you would have offered high quality products instead of cheap ones that would have been much easier. There are only very very few to rely on.
There is nearly no competition. See you again in Frankfurt 2014. I hope my client will be through the process then.
Best regards.“

Heute erhielt ich eine E-Mail die folgendermaßen begann:

„Dear My Friend, I am Bruce lee from Ningbo…”

Hello my friend!

Text: Joachim Ritter

Do you also often get emails from people who sound friendly but who you can’t seem to recall? Or perhaps you have no friends and are a little thrown out that someone is contacting you at all? Do you wonder “How the devil does he know me?” Do you then start to doubt your own memory: mmmh, did we meet at Light+Building? Had I maybe had one too many and made some promises I cannot keep…? I can put your mind at rest. I don’t think any of the above is true. Nor is it true that you have missed the chance to make a mega deal by not responding to an offer from a former African minister to temporarily deposit 80,000,000 dollars in your bank account.
It must be very, very easy to make business. I send someone in another part of the world an email with my (dubious) offer, address the recipient as my “Friend” and wait for…orders, jobs, business. A simple, but highly lucrative business model, it would seem. In case you have not ever received an email of this kind, here is an authentic example (name and telephone number have been changed, of course):

Hello my friend,

Here are our LED tunnel lights pictures below, these lights can be from 50W to 400W, and the input voltage can be 85-265vac, or 100-277vac, or 200-480vac. And the beam angle could be 60deg, and 120deg. If you like then I can send to you our pricelist and specs.

Best Regards
Chris

Efes Engineering Ltd
F:+86 xxx yyyy82655
T:+86 xxx yyyy6484

Strange! I didn’t feel any urge to ask for a “pricelist und specs”, although  ordering products through such distribution channels would appear to be very cost-effective and the price per unit sensational.
Why doesn’t it work when I send my offers to loads and loads of addresses by email? Don’t I have the right kind of offer? Don’t I have any Friends I can write to? No, I must admit I have a different perception of how lighting designers select products, and a different way of doing business. It’s not easy to be a successful businessman. If that were so, everyone would be doing it. But that is not the case. Many may try, and they do so using the simplest of means…
It is as if everyone would claim he/she is a lighting designer. Shortly after Christmas I entered the search term “Lighting Designer” in LinkedIn, and got a list of over 76,000 people. These included 46,000 in the USA, with 6052 contacts in New York City alone. In the UK the list comprised 6600. I made the same search at the end of last year and was presented with a list of 66,000 lighting designers. Now, over two months later the list is already up to 85,000. What is the difference between a lighting designer and a supplier of lighting products from Asia? Neither of them really needs to prove how professional or serious he is, and is free to offer his services anywhere. I decided to answer the email from my Friend:
Dear Friend, Thank you for asking. I am really fine. Since we saw each other last, a lot has happened. I installed your sample fixtures in a mock-up and my client was really surprised. He never believed that fixtures could be sooo cheap. He agreed that the effect was not really what we discussed in the design process. But he really did not care that much. He only said: “Cheap is good!” I said: “Yes, it is a special offer from a special friend in Asia.” Unfortunately I can’t give you an order right now. The client has another 625 companies to check who have also offered cheap products. If you had offered high-quality products instead of cheap ones, that would have been much easier. There are only very, very few reliable companies – practically no competition. See you again in Frankfurt 2014. I hope my client will be through the process then.
Best regards

And today I received an e-mail that began…
Dear My Friend, I am Bruce from Ningbo…

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