I had an interesting response to my holiday ezine about no presents. My comment came from the heart, about making the season about more than buying gifts, and focusing on the people in our lives. In no way was it a commentary on the economy or a plea to stop buying retail and supporting retailers. But, as is always the case, one retailer saw it differently and I got blasted! I’ve given this a lot of thought and wanted to share the 5 reasons people buy from you whether you have goods or services or both.
#1 Superior Goods/Services
In today’s market this can be tough to do, competition is fierce. When your product or service can grab attention for being outstanding then you can grab business the same way. You may or may not have a well recognized brand. This is less about the label and more about the reputation of the company.
#2 Cheapest Pricing
There is very little in the middle these days, it is either at the top or the bottom. You are either the perceived Walmart of your industry or the Tiffany of your tribe. Being the cheapest doesn’t necessarily ensure you sales except with those who don’t place a value on quality. There are those shoppers that price is their only hot button, in which case if you are the cheapest, they will belong to you.
#3 Superior Value
This means best quality and least cost, it doesn’t mean cheapest. For me, this is where I generally buy. If you aren’t concerned about brand names, or wearing a label, but you want the best product at the best price, then you are a value consumer.
#4 Exclusive Cachet
This is about the label and the brand that has been built around it. Goods like this are bought as much for their perceived quality as for the label they carry. Think Gucci, Armani, Nike, Henredon, Lilly Pulitzer, Polo, Ralph Lauren and others. The cachet is such that they are often imitated. Their name is prominent and evident always.
#5 Best Relationship
This is where you can truly shine regardless of whether you are big or small, luxury or dollar-wise. Forming a winning relationship with your customer and client is the surest way to a lifetime of demand and “world (not just word) of mouth” referrals. Take the time to get to know, like, and trust your consumer and give them the same chance with you. Great examples include Gary Vanyerchuk, Zappos, and CD Baby. Whether you are a company of one or one hundred you can form relationships that last and prosper.
What do YOU do to be the BEST? As always, your comments are appreciated!
