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Five Things More Important to Buyers than WHAT You're Selling - I Article I of a two-part series For Article II http://www.giantpotatoes.com/article202.htm Dr. Lynella GrantNo matter what customers say they want, what they're reallylooking for is "something special." They can't quitedescribe it, but when they find it, they know.Indeed, those little details of the buying experience mayappear intangible. But what you sell is usually lessimportant to customers, almost incidental--unless they don'tget what they expected.As Walt Disney said, "Do what you do so well that peoplewant to bring their friends to see you do it again." Anybusiness able to satisfy customers in these five ways willconsistently beat the competition.NOTICE: More important than WHAT you provide, is HOW youprovide it.So much attention is paid to the WHAT, the HOW often takes abackseat. Yet it's the quality of your HOW that determineswhether the sale is made or lost. Buyers focused only onprice are likely to be one-time visitors, but even theysometimes decide the cheapest price "just isn't worth it."1. How well they're treatedPeople (even business buyers) care about the human touch.They want to be treated with respect and fairness. They wantto feel like valued customers--whose time and opinionsmatter. If people can't trust you to treat them right, theycertainly won't trust you with their money. Whether or notthe sale occurs depends on whether the customer feels takenfor granted--or taken.Equally important is how the business deals with problems orcomplaints as they arise. Making mistakes needn't be fatal,customers understand that. However, the willingness to fixthem and minimize their impact on the buyer is crucial.Solving it immediately, with the right attitude, can evenstrengthen the bond. But fumbling the ball a second timesimply isn't forgiven.2. How efficiently the buying process wentFrom start to end, did each step of the sale go smoothly?Could the buyers get the answers or help they needed? Couldthey find what they came for (or why not)? Was the operationarranged to accommodate them? their time frame? Were pricesand payment options clear and easy to deal with? Can mostbuyers complete the transaction without triggering number 3?3. How much aggravation they had to endureAggravations are of two types--those that shouldn't havehappened (glitches). Or those that happen to everyone, likelong waits, multiple visits, shortage of parts, etc. A buyeris willing to endure a little inconvenience, but not forlong, not every time. Your job is to minimize inconveniencesso they don't arise--not treat them like business as usual.Here's where the helpful, informed employees will make orbreak the business. First in building customer rapport,anticipating their concerns, and avoiding problems in thefirst place.4. How many mind games are played on themSorry to say, the word "sales" gets misused too often.Selling isn't an opportunity to manipulate the potentialbuyer to do what the seller wants, rather than providing thebuyer what they want.No one wants to feel like a sucker or to be mislead aboutprices, delivery dates, or terms of the sale. Even a hint ofsuch treatment kills trust, kills their willingness to hearyou out. And if a person feels tricked into buying, theywon't buy again. Or they might cancel the sale afterwardfrom buyer's remorse.5. How well the business has its act togetherStarting with the first impression, did everything about thebusiness live up to its promise or reputation? If every partof the operation works smoothly as an integrated whole,consider the customer well served. When the parts aremismatched or full of snags, it screams "small potatoes."That scares business away. Even if the issues are minor,they pull the plug on trust. Fortunately, a focus on yourHOW yields big benefits from quick and inexpensivesolutions. For tangible ways to wipe out small potatoessignals, visit my website where I discuss this.http://www.giantpotatoes.comGet your HOWs in order, and you'll drive the competitioncrazyCustomers notice when they're treated well. Let youruniqueness shine in the HOW of customer-pleasing practices.It pays off in your bottom line. (c)2004, Lynella Grant This is Part I of a two-part series.Part II, about Internet buyers, can be read at: http://www.giantpotatoes.com/article202.htm Article Tags: Five Things More, Things More Important, Five Things, Things More, More Important