There are a whole range of reasons why customers buy a product or service. They usually buy to solve either real or perceived problems. They want to move away from pain and towards pleasure. They want to feel better after having made the decision to buy a product or service than they did before.

Customers will buy from you if you meet these criteria. However there are other reasons they will buy from you rather than your competitors.

1 - If they think you're an expert and a specialist

2 - If they think you're product or service is better

3 - If someone tells them to

Let's look at each of these in turn -

#1 Customers want to know that you understand them and their business. It therefore makes a great deal of sense to specialise. Work in a niche and become known for it. For example - If a customer is in the hospitality industry and they know that you specialise in the supply of hygiene products to that industry; then you're more likely to receive a call from them. They know that if they raise a particular problem with you then you'll understand.

#2 It makes sense to say that, people will come to you if they think your product or service is better that your competitors; so you've got to make sure they get that message. And it's not all about selling - customers will form an impression of your product or service by the image you project. I'm sure you've heard the saying - "you never get a second chance to make a good first impression." If you want to draw customers to your business rather than your competitors then everything about it must make a good first impression. You - your business name - business cards - your people - vehicles - stationary - web site - leaflets and brochures - everything and anything about your business. I recently passed a delivery truck from a local bakery. It was the oldest, dirtiest vehicle I've seen in a long time. I don't thing I'll buy any of their pies.

#3 Customers will come to you if someone else tells them to. That someone will be one of your unpaid sales-force who say wonderful things about you and your business to other people. They may be someone who has met you, has been impressed with you and what you have to say. Or they may be an existing customer or client who has experienced your superb customer service. They might just be someone who has heard about how good your products and service really are.

Alan Fairweather

Alan Fairweather is a business development expert who, for the past twenty-seven years, has been turning “adequate” managers, sales and customer service people into consistent top performers.

After training as an engineer, Alan moved into sales and management and held senior positions in the Electronics, Industrial Supplies, Car maintenance and Drinks Industry.

He’s a qualified Psychotherapist and Hypnotherapist (no, he won’t put you to sleep) and he founded his business as a Professional Speaker in 1993. He works with people and organisations to achieve business results through behavioural change.

Alan has broad experience across many industries and runs seminars and workshops for people in – Financial Services, Telecommunications, Hospitality, Healthcare, Property Management, Legal, Accountancy, Printing, Media, Computer Hardware and Software.

Results – That’s what Alan’s about and he’s committed to helping your business find new customers fast, lose fewer customers and win more sales from existing customers.