Bad, Bad Business 2.0

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I try to keep things pretty upbeat around here. Positive suggestions, things to do, things not to do. I try not to call out specific companies or people.

But Business 2.0 has changed that. Here’s the story.

I received a free, six-month subscription for purchasing something over a year ago. I forget what I paid for, maybe this domain name.

Six months later, the subscription expired, and I consciously chose not to renew it. I remember my impression of the latest rendition of Business 2.0 (I was a subscriber when it debuted years ago) was ho-hum. Well, “run out” isn’t in Business 2.0’s lexicon.

It’s one thing to receive a product or service and not pay for it. That’s wrong. It’s another to not receive a product or service and be harassed for not paying for what you didn’t get and don’t want. Here’s Business 2.0’s letter to me:

DO NOT IGNORE THIS REQUEST FOR YOUR OVERDUE BALANCE.

We have spent months of trying to collect the amount you owe for your BUSINESS 2.0 subscription. Your outstanding balance debt totals $9.99. Send your OVERDUE BALANCE with the INVOICE no later than 08/03/06.

If you feel this bill is in error, YOU MUST CONTACT US IMMEDIATELY.

Otherwise, return your INVOICE with the AMOUNT DUE today.

YOUR IMMEDIATE ACTION IS CRITICAL. REMIT OVERDUE PAYMENT NOW.

Sincerely,

Cathy Long

BUSINESS 2.0 Magazine

Evidently, they had sent emails to a now-defunct email address that I don’t use. And incidentally, nothing’s overdue. I chose not to continue the subscription when the free six months expired. I have not received the magazine for months. I’m guessing that, probably one or two issues after I expired, they stopped sending. I don’t know.

It’s ironic that a business magazine would send such a letter. It’s not a marketing “moment of truth” I look fondly on. It’s not a “customer experience” that went well for me.

My takeaway for sales professionals: It’s easier to attract customers and lost customers with incentives and an enthusiasm to retain their business than threaten them for doing something they were never obligated to do.