Why should people buy from you? Is customer service the silver bullet?

Why should people buy from you? Is customer service the silver bullet?

FACT: If you are the same as the rest then why should customers bother to buy from you?

SO WHAT?: Ignore the one-liner at your peril!  Wake up and smell the coffee!

In a world where competition seems to be everywhere, you need to separate yourself from the rest. 

FACT:  If you compete on price, only the customer will win – in the end the company with the lowest prices (and biggest buying power) will get the business.  This is no place for the timid.

SO WHAT?:  If you try to be the same as the rest, a ‘me-too’ business, it is incredibly difficult to survive in the long run.  After all, the only way you can differentiate yourself if several businesses are selling the same product will be on price.  And if you differentiate yourself on price then it becomes inevitable that you enter a price war – customers will chase the cheapest prices – those businesses with the biggest market share (and economies of scale) will be able to command better prices from their suppliers.  As a result, these competitors will be able to pass on those savings to customers while maintaining healthier profit margins than their competition.  You will end up cutting your profit margins, probably until you go out of business. 

Legendary, remarkable customer service will be your secret weapon.

Robert Craven of The Directors' Centre

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