Yesterday, at lunch I ran into a Village Pantry convenience store. It was quite warm in Indianapolis and I wanted to buy a drink. I passed up three other spots I could have gone because I knew this place was cheap. When I got there I could barely move around the store for all the displays. It seemed there were promotions everywhere (focused on my impulse buying behaviors). I didn’t give in though, I bought my tea/lemonade mix and ran out the door.
The only goal I had in mind was to get as much tea as I could for the lowest price with the least disruption in the shortest amount of time.
I was in the ‘quickie mart’ mindset.
Can You Relate to Attracting the Wrong Customers
There are clients flocking to your business to get cheaper prices because that is the promotional focus. Think about Groupon and Living Social. Have you purchased goods or services from the discounted prices and become loyal customers afterward? Happy to pay regular, full pricing after having been introduced to them on the cheap? Not likely.
You May be Attracting the Wrong Customers if:
You are feeling burnout from your business.
You dread your email box for the number of disgruntled customers.
You spend too much time writing policies and FAQs for those who have complained.
And if you are constantly discussing your refund policy.
Quickie Mart customers are recognizable. They are typically waiting to the last minute to contact you about your goods or services. They need their hair styled today. They need to get a gift for a shower tomorrow. That type.
They are usually looking for a deal. They are fair weathered and not passionate about what you do and they tend to be threatening.
They don’t value what you offer.
Instead, you have some work to do to be rid of Quickie Mart Customers.
Four Ways to Improve the Quality of your Customer
Define your Brand. It is possible that you had a vision for your company but it stopped somewhere around offerings, logos, and colors. What are you here to do? Why entrepreneurship? How are you different? What’s so special about you and your widget? Having a strong grasp on those questions puts you in a proprietary space where you’ve already distinguished yourself from the rest of the marketplace. That information feeds into your message, your operations, your marketing, and sales. It sets you apart which makes you attractive.
Narrow your Niche. Going after the general public is fine if you’re the Health Department. A small business owner can not and should not try to serve everyone. It is detrimental to your brand because it is INEVITABLE that someone will be dissatisfied. And they’re dissatisfied because what you offer is NOT for them. It is a lose lose scenario.
Attract Raving Fans. You’re going to attract people who think what you’re doing is remarkably FABULOUS. Why not focus on those people? These are your Ambassadors, your Spokespeople, your loyal customers. These people know people. They will bring even more people around that see your brilliance.
Build Relationships. Transactional sales are expensive. It costs a company more money to acquire a customer than repeat customers who pay for themselves over and over. Think about how to provide a customer experience that will attract repeat customers (and help you love your business more).
Careful marketing strategy is better for all parties involved. Unless you’re married to the idea of transactional business as opposed to customer loyalty and value, you should consider a narrow base.
Quickie marts are not the way to go.