Why should I buy from you?

I’ve got an 80/20 rule about customers. I think that 20% of the customers out there are trying to beat you in a game where they win all the marbles and make you work like crazy for a few crumbs. They’ll take up most of your time, want something for nothing, be your biggest problem customers, and leave you as soon as they find a better “deal”. The good news is that the remaining 80% of customers out there are sick and tired of being lied to and disappointed, given phony promises, and handled with careless service. These people just want someone they can count on to tell them the truth, take care of their needs, and do the right thing for them. Does that ring true for you? Then how do we capture these customers’ attention and keep it for a lifetime?

Here’s what my research has found. This warm and lovable bunch, this nest of customers we all want to do business with, want to buy from someone who (In order of importance):

1. They trust. This is the most important reason our customers do business with us. What our customers really want to know is if they are safe with us. Trust is our greatest asset: the hardest to earn and the easiest to lose. Handle it with the greatest care.

2. Looks out for their best interest. Always. This means that you focus on helping them make decisions that are best for their business, even if it means no business for you at the present moment. If you take care of your customers, your customers will take care of you.

3. Will be there for them if something goes wrong. The greatest opportunity to create a customer for life is when that customer has a problem. If you will just hang in there with them in the middle of the forest fire, take some of the heat, and get them safely to the other side, they will love you forever. Note: customer complaints are one of your greatest resources for ideas to improve your business.

4. They like. If they like you they will go out of their way to help you be successful.

5. Offers a product or service that meets their needs. You have to offer something that they need or want and that they can afford. If you can’t do that, see number 2, and wait for a better opportunity to serve them in the future.

Your customers are human beings. They want the same things you and I want. They want to do business with people they’re comfortable with and that look out for them. Success, whether in sales, business, or relationships, is always a long-term proposition. By taking responsibility for your actions and treating your customers with integrity and respect, they will reward you with their business and their trust. And, you’ll make more money and have more fun in the process.

Jeff Peden, President of One Great Game, works with companies that want to increase sales through referrals and develop long-lasting relationships with their customers.