Every sale you make, every dollar of revenue you earn came from a customer that chose you over a competitor. Why did they pick you?
Chances are you are not the only service provider in your city, so there must have been other factors at play. Understanding what those factors are can help you know your customer motives and how to replicate the reasons your current customers selected you to gain new customers.
Each of your customers chose you because you offered the benefit they wanted. You offered the right combination of logical and emotional components that they wanted and needed. Your offer provoked them to take action and choose your services over all the other providers and the option of doing nothing.
Your customers chose you over a competitor. Your competitor’s customers chose them over you. Do you know why? The fact that they chose you means they found something different or better. But it also means that when they pick your competitor.
Knowing what those factors are means you can promote and differentiate your company based on the real reasons your customers choose you.
Here are some reasons why your customers choose you:
- Your company can best solve their problem
- Your company is the most reliable
- They trust your company
- You offer good after sales service
- Your company offered the best price
- Your company is the closest
- Your company was available to meet their schedule
- Your company was easy to buy from
- Your company was the first they found
Which of these answers apply to your customers? What can you do to present your company as the one that represents that choice? Understanding why your customers buy from you will give you a clear picture of your strengths and weaknesses and will show you how to broaden your appeal so that new customers will also choose you.
People will only buy from you when they want to. It is your responsibility to understand why the people who bought from you wanted to and to then communicate to others why they should want to buy from you. People will buy from you when they decide they want what you offer. Do you offer what they want? Do you know what they want? When you know what your customers want and offer it, they will buy from you and not from your competitors.
What other reasons do customers buy from you? What do you do the help them along the way?