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As simple as it may sound...a real phone number with a real person that answers it. I won't do business with a company that doesn't have an easy to find support/customer service listed on their website. Before I buy I always call the number - if it goes straight to voicemail, is wrong (you'd be surprised) or is nothing more than an obvious answering service that's where I stop and look for another source.
The next thing I always look for is the return policy.
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