Guidelines to Purchasing Online, 
by Mail or by Phone
by Marla Meier, Marketing Director, Apogee Photo, Inc.

Apogee Photo Magazine would like to help educate our readers, so when making your purchases online or by phone, you will be prepared and have a pleasant, high-quality buying experience.  

Knowledge is Power – it is your responsibility to choose wisely. 

BE PREPARED: 

1. Have a clear idea of what it is you would like to order: write down your items, brands, and model #’s.

2. Know and write down your prices prior to ordering: sales/promotional prices/rebates vs. retail price and be aware of what is included in that price: warranty cards, instructional book, carrying straps, accessories, batteries (when included by the manufactures), etc. 
   
   BEWARE: be sure they are honoring an advertised price and what is included in that price.

3. Have a clear idea of how much you are willing to spend.  If when speaking to a sales representative you find the $$$$ rising, let them know you will get back with them, hang up, take a break, and rethink your order: we humans tend to buy on emotion – the excitement of it all!

4. BEWARE of “Bait and Switch” (though you may make the decision to agree to any or all of these):
1. Selling you something different from what you had in mind.
2. Selling you an older or out of production model vs. the most recent.
3. Selling you a cheaper brand vs. what you are ordering.
4. Selling you a “Gray Market” product vs. an American Distributor product.

5. BEWARE of “tie-in” products:

A retailer may tell you that you can only get a product at a specific price if you purchase another item along with what you initially intended to buy. 

6. BEWARE of the “Gray Market” (again, you may choose to purchase a “gray market” product):

1. Photo equipment can be sold in the U.S. by being transshipped from dealers overseas, bypassing the American distributors.
2. The product has identical features and qualities, but may vary in their model designations.
3. When shipped, the packaging may not include the camera bags and straps, batteries, or instructional books in English.
4. Photo equipment prices may be lower than U.S. prices, but they do not carry with them the manufactures U.S. warranties.
5. If your equipment needs to be serviced, whether in warranty or not, the official importer may refuse to service it or may charge exorbitant fees.

7. Want to avoid the “Gray Market” products?
1. Insist that whatever product you buy carries an official U.S. Warranty.
2. Purchase your products from an official authorized dealer.
3. Call the importer to find out who the official authorized dealers are (Canon, Fuji, Olympus, Pentax, etc.).

MAKING THE PHONE CALL (keep a record of the following conversation): 

1. Know with whom you are speaking.

2. Note the date and time in which you made the contact.

3. Remember, these sales representatives ARE NOT your friends – they are there to make sales. That is not to say, that after a period of time, a good business relationship will have been established.

4. Ask them about the length of time for shipping (usually within 30 days, unless you have agreed to another length of time):
1. Can the order be cancelled and refunds applied if not shipped within that time period?
2. If the item(s) are out of stock at the time of ordering and you have not received them within a reasonable amount of time, can the order be cancelled and a refund applied to you?
3.  Are there added shipping costs if not all item(s) ordered are shipped on the same dates or in the same containers?
4. If the item(s) are not shipped immediately, will your credit card be charged, or are you charged only upon shipment of the product.  

5. Ask the retailer about their Refund/Return Policies:
1. Is there an allowable period of time to return an item?
2. Are there Restocking Charges?
3. Are there shipping charges on returned items (changed your mind?)?
4. Are there shipping charges on “wrong items” sent?  Do they then charge you again to send the correct item?

6. Place and CONFIRM your order: brands, model #’s, accessories included, U.S. warranties included, etc.

7. CONFIRM YOUR PRICE (with the inclusion of lenses, accessories, straps, bags, batteries, U.S. warranty, instructional book, etc):
1. Actual retail price
2. Special promotional/sales price
3. Rebates
4. Taxes, if applicable
5. Shipping charges: with or without insurance
6. Handling charges
7. TOTAL PRICE

8. Payment:
1. COD is not recommended.

BEWARE: you may have paid for a full order and only a partial order is in the container.  Or, the retailer may have sent the wrong or substituted merchandise.      

2. Debit cards are not recommended unless you know what your liability is.

In other words can you be liable for items purchased with stolen card numbers or when not authorized by you. This may vary with card issuer or bank.

3. Credit Cards are the safest. Check with your credit card issuer. Many card companies will also help you resolve any possible disputes – American Express is a “bulldog” when it comes to these issues.

9. Keep records of any follow-up communication.

RECEIVING YOUR ORDER:

1. Be sure everything inside the container was delivered safely, e.g., no breakage or leakage.
2. Check the invoice for products you ordered vs. what was delivered, including straps/bags, instructional book, accessories, and U.S. warranty.
3. Check the total price on the invoice vs. what you were quoted.
4. Be sure there have been no substitutions of products.
5. Again, if there are variances in any of the above, call your retailer and keep records of your conversation.
6. If the packaging is damaged – contact the retailer and/or the delivery service.

RESOLUTION OF ANY PROBLEMS:

1. Be sure you have kept copies of all records, including phone conversations, invoices, canceled checks, receipts, credit card charges, etc.
2. Write a letter to the retailer relaying all pertinent information.  Keep a copy of this letter for yourself.
3. Notify your credit card company.
4. If resolution has still not been achieved, contact the Consumer Protection Agency within the retailer’s state.

Now you have the knowledge, so go out there and enjoy buying your new camera equipment and then show off your talents as a photographer.

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