Loyalty, Buyback, Trade-In or Upgrade programs

So I was called yet again about upgrading my Form 3B to a Form 4B. I told the sales rep that I am gun shy about paying full prcie for the 4B when you will likely introduce the 4B+ in the near future with any needed hardware upgrades. A la From 3B to the 3B+ that had enhanced LPU stabilization, improved temp control, and improved early layer perfomance. The different people at FormLabs I spoke to about this all deny the fact that there were big improvements to the LPU while their own website specifcally points out there were.

Quote: “On the Form 3+ and Form 3B+, we have implemented new hardware and improved manufacturing processes that enable tighter alignment between the LPU and the build platform. This allows us to deliver less laser exposure to early layers, reducing print times by five to 15 minutes in the first few layers of the print.”

“Form 3+ and Form 3B+ include an updated stabilization component for the LPU, which results in smoother travel and improved alignment between layers.”

I really do not appreciate the gas lighting and hiding of the history of what actually happened here. Those of us who bought a Form 3 or Form 3B were all full price tester guinea pigs that made the Form 3+ and 3B+ the product that it always should have been. None of us were ever offered an upgrade path to the + series of these printers, or even a credit to go towards their shop for being early adopters and helping them get their product right.

The sales rep I spoke to today told me this was a foreign concept to him and that he couldn’t think of an example of technology having an upgrade path. I audibly laughed at him and asked if he ever has had a cell phone, to which he implied he has never had an upgrade option for a discount on a new phone. So here I present to you all three major cell phone companies pages about how to trade in a phone to get the next model for a discount.

Again, I am finding this approach to sales really unpleasnat. To tell me I do not remember the situation surrounding my own printer purchase, or that I have never heard of a simple buyback upgrade program is wild. I also asked him if he has ever bought a car, which is something you can trade-in for a newer model. He conceded that point, at least.

It is a weird position to hold, to tell me the difference between the 3B and the 3B+ is basically nothing, but then aslso tell me that it has zero buyback value to you as the company that sold it. So is the difference nothing, or is it vast enough to render the half step before useless to you the manufacturer?

This concept is not foreign to even the dental field, allow me to share some examples

Vatech CBCT machines
https://www.vatechamerica.com/company#!vatech-assurance
“Vatech Assurance is our promise to our customers … to protect your investment from becoming obsolete by providing multiple options for upgrading to the newest technologies as they are developed…”
“Within five years of the installation date, Vatech … will buyback your 2D imaging system, applying 100% of the original purchase price you paid towards an eligible brand new 3D Green Model imaging system. Rather than upgrading the hardware of an aging imaging system, Vatech will provide a BRAND NEW 3D imaging system if you choose to exercise this buyback option with 0% depreciation!”

wow.

Trios 3Shape

“Enjoy up to $4,500 rebate with a qualified purchase of a TRIOS scanner by trading in your existing TRIOS or any intraoral scanner.”

And my favorite example, a FormLabs direct competitor, Sprintray

“f you currently own a SprintRay Pro or MoonRay 3D printer and you purchase a new Pro between now and midnight on Halloween, you’ll receive $1000 in SprintRay Store credit to spend on consumables!”

Trade in your Pro 95 or Pro 55 printer and receive a one-time discount of €1,500 when purchasing a SprintRay Pro S. You only pay €7,490 instead of the usual list price of €8,990.

It is time FormLabs supports their customers with buyback, loyalty, trade-in or upgrade program. This is not an unusal practice in general, it is not unusual in dental, and not unusal for 3D printers. If you want people to consider upgrading to your next printer, you need to offer us a reason to do so. Other options out there are supporting their customers in ways that entice them to stay in the ecosystem and upgrade as we go along.

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