- pcb007 Magazine
Latest IssuesCurrent Issue
The Registration Sweet Spot
Registration is underrated and underappreciated. The key is to ensure proper registration from layer to layer across the entire printed circuit board. It’s a holistic process requiring anticipation, prediction, precise attention at each step, and detailed data tracking and monitoring.
- Events||| MENU
- pcb007 Magazine
Estimated reading time: 4 minutes
It's Only Common Sense
By Dan Beaulieu
< Back To Columns
It’s Only Common Sense: 9 Proven Reasons Customers Buy From You
How much time do you spend thinking about why a customer buys something? I mean, are you really studying customers, trying to determine why they buy (in general) and why they buy (from you)? What drives the decision for a customer to choose one product or supplier over another?
I have found that we often spend so much time focused on our own products, services, and pitch that we lose sight of the most important focus: the customers. They are the ones making the decisions and, in the end, it’s their opinion that matters most.
With that in mind here are some of the more obvious drivers as to why a customer will choose one product, service, company over another:
- Quality: Everyone says that want a quality product, even the highest quality. But do they really? This is tricky because there’s often a battle between quality and price.
- Price: Competitive pricing is a key element in the customer’s decision and sometimes it’s the only factor that matters. But be careful not to consider price and value as the same thing. A conscientious customer will always look for the best overall value. That is the customer that you want. Dealing with a customer who only cares about price is a losing proposition. They won’t do you, or themselves, any favors.
- Customer service: This is extremely important and should be filed under “ease of doing business.” If your customer service team is comparable to the Nordstrom ideals of customer service, you’re in good shape and you’ll do fine. If, on the other hand, they went to the “Department of Motor Vehicles School of Customer Service,” sooner or later you will have a problem. We like to do business with pleasant people who make it as easy as possible to work with.
- Problem solving: Many strong and long-lasting customer relationships were forged when problems occurred, and the supplier and customer solved those problems together. Make no mistake, the way you solve problems is a great indicator of the kind of supplier you are to work with.
- Trustworthiness: We want to deal with someone we can trust. There is no place in business to be second-guessing whether your supplier (or your customer) is telling the truth. The more earnest, honest, authentic, and believable you are, the more excellent relationships you will have with your customers. You will have forged a strong and lasting bond.
- Recommendations: This is very important because there is little better than receiving a recommendation or referral from a satisfied customer. We all love a customer who is so happy with us that they’re willing to tell others. It goes a long way when a company is making a decision about working with you.
- Brand reputation: If you want to get a sense of how this works, you need look no further than Apple. There is a reason people are lined up overnight to get the newest version of their phones or computers. It’s brand reputation at its best. A company with a good brand reputation is one that everyone wants to work with. What’s your company’s brand reputation? What do people know about you? What do they think about you and your company? This is something well worth working on.
- Unique feature: What do you do that other companies don’t? What makes you stand out? If you are doing something (or something better) that no one else does, you are in a great position. However, don’t get cocky. All too often, companies that offer something unique become arrogant, and that turns customers off, running down the road to find another solution. So, be careful. Your uniqueness matters, but so does your attitude. No one likes to feel they’re being taken advantage of.
- Emotional connection: Why do customers buy from you? The emotional connection may be the most important—and the most overlooked. Customers buy because of the way your product or service makes them feel. Think about it. Why does someone spend (likely) too much money on a BMW, Jaguar, or worse yet, a Bentley? It’s because of how they feel when they buy it, and when they own it. Why does someone drink Coors Lite instead of Miller Lite? It’s because they feel better being part of the “Coors Club” rather than the “Miller’s Club.” In short, don’t overlook this significant aspect of marketing because, when all is said and done, it is likely the very reason you made the sale.
Remember, customer preferences can change, so it’s essential to continually adapt your strategies to meet their evolving expectations and requirements. Building and maintaining strong customer relationships is always key to long-term business success.
It’s only common sense.
Dan Beaulieu is president of D.B. Management Group.
More Columns from It's Only Common SenseIt’s Only Common Sense: A Step-by-Step Guide to Problem-solving
It’s Only Common Sense: Going Well Beyond the Norm
It’s Only Common Sense: The Face of Your Company—Customer Service
It’s Only Common Sense: 24 Mistakes Salespeople Make
It’s Only Common Sense: What Makes a Great Leader?
It’s Only Common Sense: Groundbreaking Marketing Stories From the Past
It’s Only Common Sense: Don’t Fall in Love With Your Marketing
It's Only Common Sense: Dare To Be Great