As a patron, allow me to give you some tips...
1 - In spite of what some strange study says (all right, it was supposed to be about sales in luxury stores, but I can think of one big department store where I live where the employees are taking this philosophy a step too far!), I want you to be nice. Perhaps some masochist answered a poll and declared that being treated like crap made them spend more money, but if you look at me as if I had the Plague, smelled like rotten eggs, and had just killed your favourite puppy because you work in that place, and you're sooooooooooooo important...
a – I won’t buy anything from you
b – I’ll never come back
c – I’ll tell everybody (even
complete strangers on the street) that you’re nasty people, and you’re to be
avoided like the plonkers you are
2 - If I tell you that there's something I need, it's not your place to look down at me and patronize me by saying "We know better" / "We know what you need".
You're not a seer; you're not perfect, and if I tell you that I want "this" or "that"... Guess what? I do want "this" or "that".
If you don't listen to me, I'll go find someone else who'll give me what I want because, Cupcake, there will be another company ready to do exactly what I want.
3 - When you pay a company to launch an ad/commercial campaign to promote whatever you sell, ask a handful of real people what they think of the ads or the commercials.
I'll speak for myself, but if the ad or the commercial is sexist, racist, or just plain idiotic and/or patronizing, I'll growl, and I'll go see another company.
Now... think (if you can, that is). You should be charmers, not plonkers (see "Issue #1").
4 - You do not have to offer me any kind of discount (or anything), but I just bet that there are studies that prove that rewarding loyalty is a good thing for any company.
Whether it's a loyalty/rewards/points/advantage/whatever card or just giving away tiny free samples or a bookmark or a postcard, it can be a good thing for you to consider the option. Everybody likes unexpected gifts, and if so many companies are doing it, it has to mean that they've computed that it was a good call to do so.
Make your clients feel special (with tiny things). In spite of the study mentioned with Issue #1, most people like to be treated nicely, and a smile, a good service, quality products, and a reward for loyalty (or the promise of a discount for coming back) are all in your interest.
Make money by all means (that's your business), but don't be greedy. If you're greedy, you'll quickly forget that your patrons can go somewhere else, and you'll fail.
5 - Last massive issue for today: Shipping&Handling.
Today, "handling" per se disappears in the cost of whatever we're buying.
Remains the issue of shipping.
Of course I've read articles about people who order something at 11pm and expect it to be delivered the next day before 10am - and they're ready to pay for that. Fine. Good for them.
Whilst I can understand the need, and I do approve it, you need to understand that some people do not care about slow delivery.
As well, international slow delivery should be an option. I mean, if I'm not ordering a pot of fresh butter, I don't care if what I ordered takes a month to reach me as long as shipping doesn't feel like a highway robbery.
The issue is all over the globe.
Let me give you two examples:
* I tried to order a packet of tea from an American company (I know, I know... Don't ask!). Packet price? About $10. Shipping in the US? About $4. Shipping to Europe? Over $40 because the only option was to have it airmailed. I didn't order it. I'll go buy a different tea here in town...
* I wanted to buy a Japanese book (I love the story, and I know it'd be a way to boost my reading skills: motivation by passion/addiction). Price of the book? Not even ¥600 (that's £3!). Compulsory airmail shipping? About ¥2000 (that's £11). I haven't bought the book.
I bet I'm not the only one not buying something when I see how expensive "shipping" is going to be.
Basically have the Apparition/Beaming delivery option (1), Standard delivery (2), and Snail-slow delivery (3). Then, you're sure to please everybody.
Every once in a while, for whatever reason (your anniversary, or the client's birthday), offer free shipping on one delivery. Not everyone's going to be tempted, but some people will indulge if there's no shipping.
6 - And then... Whatever you're selling me, remember that you must beg me to "Opt in" if you want me on a mailing list, or anything. I shouldn't have to write to you in order to "Opt out". "Yes, bug me, and sell my details to your friends" should never be the option by default.
If I have to tell you to leave me alone, the next letter shall be to send you packing.
There.
You have it.
Now, it's up to you to listen to me, but never forget that the competition is right next door, and nothing's keeping me from going to do business with them.
You're responsible for your marketing strategy...
