An email from my good friend Shep Hyken came across my desk last week.
In the email, Shep had listed some of the many reasons that people choose to do business with one business over another.
The list was intriguing, as were some of Shep’s explanations.
I’ll share some of those reasons with you shortly but in the meantime remember this fact:
Twenty to twenty-five percent of the population out there do not CARE what your competitors are charging to deliver the same service because those people consider the SERVICE that you provide to be exceptional value, and they would never think of changing.
Couple this with the Pareto Principle, that being that twenty percent of your customers will provide you with eighty percent of your income, while the remaining eighty percent of your customers will provide you with only twenty percent of your income, and will probably provide you with one hundred percent of your headaches…
And you’ll realise that there is a need to scale as well as slice and dice your community.
Because not only can you NOT BE everything to everybody in your community, but it also makes perfect sense to choose NOT TO BE everything to everybody in your community.
So here are some of those reasons why customers chose to do business with you:
1. Customer Service.
Your customers love you and your team, and the way your team makes them feel, whenever they do business with you. For your customer, they would never ever think of doing business with someone else, because they have a relationship with the people at your business that is more than just a “business relationship”.
Your customers trust you, and your business, and they know that whatever you say or recommend, is always in their best interests. Nothing else.
Your customers understand and know your values, both personally as well as professionally, and they recognise and appreciate the congruence of those values with theirs.
Sometimes people chose a business simply because it is easy to go there, despite the people and despite the price.
Sometimes these people are willing to tolerate a little less service and bear a little more cost for that convenience.
There will always be people who will choose a business because of the low prices they charge, despite the fact they have a friend with a similar business.
When they find a cheaper price elsewhere, then they move their custom.
It’s all about the price.
Remember, you do not have to do business with every single person out there.
Choose a lane, and then hold your line.
Some lanes are easier and more pleasant to operate in than others.
Other lanes may be more profitable, but more difficult.
Shep Hyken is a customer service expert, keynote speaker, and New York Times bestselling business author. For information, contact +1  692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs, go to www.thecustomerfocus.com. Follow on Twitter: @Hyken
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