Why would people Want...

... your product or service?

To satisfy their needs?? Ho ho
Too predictable an answer. Of course, people has needs to satisfy
but -- why you, why not others?

What, you have a better product? Better features? Better
packaging, et cetera, et cetera? Ok, makes sense. But don't you
think this is just some kind of infatuation? It's like, they're just
trying it for a while then poof -- gone.

So, why you not them?

Allow me to answer for you. This is because you know your
customer. When the target market has been clearly identified and
well-defined; you have gone a long way to winning the battle.

We understand about knowing your customer, about going that
extra mile because we know that customers are the lifeblood of
any organization; yet why do only few people really work hard in
that area?

Simple. It's just tough to deal with customers.

They can be very demanding, insisting on getting what they pay
for, even for minor or significant purchases. So, a smile or a
courteous treatment at the point-of-sale can make that difference.

See, we should understand and accept that customers are
impatient. They want more convenience yet they do not prefer to
wait to be served. So remember, speed is a competitive
advantage. Like, for example, in the processing of sales orders,
on-time delivery and positive handling of complaints and minor
inquiries give you more star points.

Realize that even if you have been in the business for the last 100
years, this matters little to customers. What really matters to
them are value-added services. Consider how 24-hour service,
free home or office deliveries, or phone-in or e-mail orders can
enhance your business.

Notice? Global competition has somehow caused the loss of
customer loyalty; this is because customers are presented with
alternatives.

Today's customers are even looking for opportunities to get even
with companies that provide poor product quality and poor
customer service. While they do not tell these things to retailers,
manufacturers, or service providers -- this doesn't mean that they
don't have complaints. They tell their bad experience to their
friends and colleagues. Soon, these customers will be going over
to the competitor's camp. Do not let things come to this point.
Employ damage control immediately.

A single customer can really matter, so do work your way through
the following key points (101 Best Marketing Practices, F.M. Lao):

• For ever complaining customer, an average of 26 dissatisfied customers remain silent.

• The average unhappy customer passes the bad news to eight to 16 people. Ten (10) percent tells more than 20 people of their bad experience.

• Ninety-one (91) percent of unhappy customers will never buy from your business again.

• Eighty-two percent to ninety-five (82-95) percent of unhappy customers will stick with you, if you are able to address their problems.

• It costs five (5) times as much to attract a new customer than to keep an old one.

Hence, we should not sell things just because there is a market.
Instead, we should seek to create a new market because we
understand the potential needs and wants of our customers and
society.

Take note... "The future president understands
how the customer is also the 'king maker'." - Jeffry J. Fox