There are hundreds of competitors in the direct marketing of computers. We have been very successful because of quality, price, service and the way we treat the customer.

The quote, "There are hundreds of competitors in the direct marketing of computers. We have been very successful because of quality, price, service and the way we treat the customer," comes from Ted Waitt, the co-founder of Gateway Inc., a company known for its role in the personal computer industry. In this statement, Waitt reflects on why Gateway was able to achieve success in a highly competitive market. He emphasizes that their success was not just due to offering computers but because of their commitment to quality, affordable prices, excellent service, and a focus on customer treatment. This combination, according to Waitt, set Gateway apart from other companies in the same space.

The origin of this quote lies in Waitt's experience building Gateway into one of the leading personal computer companies in the 1990s. He understood that while the computer industry was crowded with many companies offering similar products, standing out required more than just competitive pricing. The key to success, as he saw it, was a strong emphasis on customer relationships and a focus on delivering value through multiple aspects, including the overall customer experience.

In a broader sense, Waitt's statement highlights the importance of a holistic approach to business success, where product quality alone is not enough to guarantee success in a competitive market. Rather, companies must also consider service and how they engage with and treat customers as essential components of their value proposition. This is particularly significant in direct marketing, where the relationship between the company and the customer is often more direct and personal.

Ultimately, Waitt's quote is a reminder of how business success is often driven by a combination of factors, not just the product itself. By focusing on value, service, and customer relationships, companies can differentiate themselves from the competition and create lasting loyalty among consumers.