Romancing the Customer
It’s a buyer’s market, right?
People say that because businesses need customers and the one with the spondoolicks holds the power. Especially in our consumer society where there is plenty of choice. You can have what you want, and the seller has to bend over backwards to provide the best price, the best product, the best service.
Undoubtedly as a business you should ensure you provide the best service or product: Deliver value for every single penny your customers pay you.
But, you see, when you know your market, have the right offer, provide excellent service and generally outperform your competition you will find, my friend, that you do not have to worry about it being a ‘buyer’s market.’
In fact, being too customer-centric, can come across as being needy. Which may seem to contradict things I have said about in the past about how your website message should be all about the customer and how your product or service relates to them.
But in a way it supports this.
If you liken it to dating – a niche I am interested in right now… OK I am a ‘customer’ in this niche.
On one hand a woman looking for a man is like a customer. She is looking for the best man available with the resources she has (looks, personality etc). But on the other hand she’s also selling herself. The man has to perceive that her value is worth his.
You may think this has nothing to do with business transactions like selling your product or service, but actually there are a few similarities.
1. You customer needs you as much – maybe more – than you need them.
Your product is a solution to one of their pain points.
2. If you are discerning in whom you do business with then you will attract a better customer.
So, like our dating example, if this woman understands her value, puts herself first including what she wants and with whom she chooses to associate she will attract a much better guy than say the girl who will go out with anyone who’ll have her.
Because we all know who will have a better dating life: The one with high standards. Even if she doesn’t get as many dates, they will be better ones.
Crafting your message to your ideal audience is a bit more nuanced than simply weaving a bunch of features and benefits (important to note this is an essential step!).
Your website should show how you solve a customer’s pain points, but also put off the cheapskates, penny pinchers and tyre kickers. You do this by setting your standards high for the type of customer you want. The most common way is by price, of course, but there are others.
Do this and you will gain respect and confidence from your customers. And at the end of the day, your ideal customer wants to buy from a business they feel confident they can trust.
Fellas (and ladies) keep your standards high and your prospective mate will come flocking.
You have something to offer, but you don’t need your customer.
Customers, yes you need them, of course: just not anyone in particular.
Because as in dating, there are always more fish in the sea.
If you want to get the right message to your market email me now rachel@rachelhunterwriting.co.uk.