By Gauher Chaudhry
Why do people change companies? Why do people go to other places
to purchase services or products?
A study concluded that 30% left because of reasons such as
convenience, relationship, product/price and other reasons.
What about the other 70%? Simply because of received
indifference. If you can not distinguish your products or
services from your competitors, than people will not perceive any
difference and purchase from anyone.
To be successful today, you must create a perceived difference!
Why should I purchase from you instead of your competitor?
A friend I once knew was telling me a story about a discount
store that was trying to create a perceived difference by
guaranteeing that when you checked out the clerk would smile and
personally thank you for shopping at the store. If you did not
get a smile and a thank you, the store would write you a check
for $100! Now that is what I call putting your money where your
Creating a difference from your competitor is what will
distinguish your product or service amongst the customers. This
store was trying to do this by making the customer feel good when
they finished shopping.
Now going back to this story, my friend was checking out and the
cashier did not smile or say thank you for shopping at the store.
My friend quickly said "You owe $100 for not smiling and saying
thank you!", all excitedly. The cashier calmly looked over at my
friend and said, "Sorry Sir, that promotion ended yesterday."
Rule of thumb. If you are going to create a perceived difference
don't make the mistake that this store made and have it for a
limited time. Incorporate it into your everyday business!
Another personal example, I was once shopping for a pair of
jeans. I walked into a store that was selling jeans and the store
clerk was very nice and helpful. She stirred up a conversation
about the sports team that was on my t-shirt and was very polite.
I went to another jean store and the sales clerk did not even
smile or talk. Their jeans were a couple of dollars cheaper, but
guess who I bought the jeans from? The first store.
Although the jeans were the same except for a small price
difference, the first store created a perceived difference by
being courteous and nice. They seemed like they cared more and by
creating that atmosphere they also got my sale.
Now for all of us who run a business on or off the internet. How
can YOU create a perceived difference? What extra value can you
add to your customer that will distinguish you from your
competitor? Could be something simple as sending a Christmas card
every year or smiling at every customer.
Think about this and come up with an idea for your business.
I am sure it will only make it better!
Copyright © Gauher Chaudhry, All Rights Reserved.
Gauher Chaudhry is editor of Cool Cash Ezine. You can subscribe by sending
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