Building a solid business

Building a solid business.

Customers go through 5 different phases when they are looking to buy any product. Ons of the most important phases are the information gathering phase. People will buy from your because they think that you will meet their needs. A buying urge is usually born out of a need. Sometimes the need might be emotional. Some people need to shop to feel wanted. How can you meet a need like that. You can listen to your clients. You can make them feel wanted. Just a friendly smile. A connection is sometimes all that is needed to turn a sceptic into a loyal customer.

I have learned one thing. If you really want to succeed you must stock deeper. You need to stock more of a specific item. I have many people who buy from me who purchase one or two of a kind and I just think of how difficult they make it for themselves. You should rather buy many of one kind and instil in your customers the feeling that you can truly supply their need. My experience is that sales go down when the item is almost sold out. On the internet it is not always the case but in a physical store it is.

Service, service, service. I can not stress this enough. A business stand or fall on their service. Go out of your way to meet your customers needs. Surprise them by your service. If you can not supply them it is best to send them to someone that can supply them. These people will always remember that you have helped them and will be back to support you again and again. Stand behind your product and be always willing to take returns on your products. Be willing even to loose money to keep your name in high standing. One satisfied customer sometimes might spread your good name but an unsatisfied customer will tell 10 others.

Incentives are no replacement for poor service. Use an incentive scheme only as part of your already good serv ice.

Be willing to negotiate. In South Africa we struggle with this. I have traveled abroad often and find that in most commercial centres it is expected to bargain. Once you get the hang of it it becomes a habit. Most visitors from other places have these strange habits and it can irritate us tremendously and we often get insulting. It is a lifestyle in many places and no deal feel complete without some bargaining for people from the orient or South Europe. Let me give you a hint here. Rather than loosing cash you should give them something to make them feel good about the sale. We are always willing to give around 10% off when pushed, it always clinches the sale.