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Don’t Forget! You Saw it in the
Adverti$$er
November 2020 #12256 Page #63
No Regrets!
Ed Serrano, Managing Director VektaUSA
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egret – a negative cognitive or emotional state that involves blaming ourselves for a bad outcome, feeling a sense of loss or sorrow at what might have been, or wishing we had made a different decision in the past. Regret originates in a comparison between outcomes of a chosen option and the non-chosen alternatives in which the latter outperforms the former.
Regret sits on a scale from the simple everyday regret – ‘I should have stuck to the speed limit’ or ‘I should have brought the washing in before the rain’. Then there are the regrets that keep you awake at night – loved ones, family, friends, the person who got away or the words you didn’t say. No matter what causes the regret or where it sits on the scale, the emotional response is the same – sadness, remorse, or disappointment. At Vekta, it is interesting how many times we hear about regret from our customers. “... The only regret I have is that I didn’t buy it a couple of years sooner.” Bruce Wallace, The Truss Joint “Just hurry up and do it, I wish I’d done it 4 years ago!” Dean Kidd, Kidd Truss “... I reflect on what we had to put up with over all the years before the purchase of our Vekta Razer S5. We wonder how we got this far without it…” Alan Donagal, Timber Walls and Trusses So, what is it exactly that creates the regrets for Vekta customers? Why would not purchasing a Vekta Razer sooner create a regret? To better understand this, it’s only right to hear directly from the customers!
Meeting, and Exceeding, Expectations Regrets often revolve around expectations. The reality does not live up to the expectations created in your mind – consider TV shows, movies, restaurants, on-line shopping experiences. For the Truss Joint, the expectations for their Razer Saw were exceeded. It’s meeting all our expectations, I am sure there are others that use it differently, but generally we get timber in, timber out and it’s labelled and cut exactly how we want it. It’s the best piece of machinery that I’ve put in. I mean the other saw that I had when it went in… was the best bits of machinery you could buy at the time, you wouldn’t go back to one of them, that’s our recut machine and it probably will be because with the Razer, it’s going, it’s flying along!
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