The Customer is King.
Knowledge is Power.
They’re old, worn and overused cliches. But that’s for a reason. For the most part, when it comes to business, they’re true.
And now, thanks to the smartphone in his pocket (or iPad in her handbag) the King just got even more powerful.
Your customers have access to vast libraries of knowledge about your business and your products, just a finger-swipe away.
Does this mean you’ll be forever on the back foot?
Actually, if you’re selling online, smartphones are good news.
Mobile eCommerce is a huge opportunity for all consumer-facing businesses. It means your customers can shop from anywhere. Whether they’re squashed on an overheated commuter train, or relaxing on a sun-drenched beach, they can “window”-browse and buy whatever they want or need.
You now have more opportunities than ever before to make the sale.
But with a wealth of information at their fingertips, your customers can also find more reasons than ever before not to buy.
They can quickly and easily discover if your competitor has lower prices or faster (or cheaper) shipping. Your customers are feeling the pinch on their pockets, and they want to be certain they’re getting value for money.
A quick search of Google Play or the iPhone App Store, and you’ll find more apps than you can count on your fingers and toes to help consumers get good deals.
That leaves you with very little wiggle room on pricing.
What’s more, product reviews give your customers an insider view of your products. Even if you have zero reviews, that’s information to your customers. It shows no one cares enough about your product or service to shout about it online, in a good way or a bad way.
If that wasn’t enough, chances are your customers are talking about your business on Facebook and Twitter. If you’ve made their day, or given them a hard time, you can be sure their friends know all about it.
Power is slipping away from businesses in the hands of the consumer.
It’s easy to complain about this, but should we really complain, when every business owner is also a consumer? We all expect good service when we go out for a meal. We expect the gadgets we buy not to fall apart. And if you’re anything like me, you check product reviews just as much as your customers do before you make a purchase.
As power transfers over to the consumer, you can be sure of one thing: the businesses who keep their customers happy will survive and thrive.
If you want to survive and thrive, be one of the good guys.
No more tricksy pricing. No more production line shortcuts. No more fobbing off customers.
Have a business you believe in. Sell quality products at fair prices. Listen to customer feedback. Strive to be the best in your niche.
Honestly, would you want to give anything less? It’s all common sense, when you think about it.
Written by David Masters
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