Why Should a Customer Choose You?

When coming to satisfying customers is not easy. No two customers are the same. There are a few reasons that influence Customers in their buying choices. Not all obvious. But I listed the ones I believe to be the matrix ones.

Price?

There is a misconception that customers will look for the cheapest. 7/10 this is not the case. A price does not make the product. You may find that people actually are aware that cheap is bad quality, end of the line, discontinued or faulty product.

Quality?

This is another misconception. Customers don’t always look for the better quality product, as they will look at the product/service as a value.  Is the product fit for purpose? 

Customers don’t see the most expensive product as the representation of quality. And they also don’t see the cheapest as the worst. It is all about the end-use of the buy. What’s in for the customer? Is the product price worth the intended purpose? It may be worth considering if the product use is going to be short term (disposable). 

Are they looking for medium-term durability, hence better quality?  Or are they looking for long-term quality, comfort or impact? Not only on physical goods but also the echo the investment in the product or service will have in the future.

Reliability?

Customers consider timescales for delivery, to have access to the product. They will consider how friendly it may be to use, how quick and easy is it to reach out for help. Satisfied customers will come back to you only for information or to reorder. 

But they will mark you and your business if promises aren’t kept. They want to trust that you offer a product or service with peace of mind. Serve them quick, well and with the least hassle. 

Standards of Service?

The first time you serve a customer you set a standard. Once you serve a customer that customer expects the same level of service every. Single. Time. 

It is crucial for your business to keep those standards. You should tailor the service in certain aspects but keeping the service standards. 

Presentation?

The customer looks at the product image. This depends on whether it is a physical good or a virtual one. Image is important to both. The product’s image needs to be the reflection of qualities it’s marketed for. Decorative, useful, inspiring, sophisticated… 

The way you present your product is very important. From time to time, it’s necessary to go back to the drawing board.  Analyse your customers (or your audience) and consider brushing up your approach. Update your business, try different things. We may be creatures of habits but we also love novelty.  A challenge, provided the service standards remain consistent, is refreshing. Do you see what I did there?

If your business has a Customer Service Team, make sure they show a good attitude. Politeness, good communication skills and product knowledge are key. It is sooo important that the staff has the right training! If the staff believes in the product, they will sell it. 

Above all, they need to manage the customers’ expectations. Good customer service offers product support, not charity.

Ethics?

More and more people value business ethics. This can cover a wide range: moral, ecological, vegan… All these have become major concerns in the past few years. 

What is your company doing to reduce the carbon footprint? How do you discard your waste? How do you manufacture your products? How do you test them?

At the end of the day…

… What drives a customer to buy a product/service is a combination of all of these.

The worst thing you can do is to underestimate your customer. Never assume. Always trust your customer knows what he is looking for.

Transparency is a crucial element in customer care and this should be reinforced through training and through effective team work. The seamless the customer care provided the more likely the customer will return AND refer friends and family to us.