What do your customers buy from you? Obviously, customers buy what you are selling. If you go to McDonald’s or Burger King, you are buying the hamburgers.
Not always. The customer may simply be buying the convenience of a quick-serve meal or buying a familiar meal in a strange location. If you review the subtleties of fast food restaurant advertising, the most successful ads promote the quick-serve and high-familiarity aspects of the restaurants, not the food itself.
Your customers’ purchasing decisions may be based on a number of factors indirectly related to the product itself, such as:
- Availability/Helpfulness of Employees
- Brand/Corporate Reputation
- Shipping Charges
Uncovering these other purchasing decision factors is critical. You may think that your customer’s decision is primarily based on price, while in actuality it is based on the availability of employees to ring up the sale. Thus, instead of decreasing your prices, you might be able to raise your prices to pay for more employees or to increase your margins.
Asking your customers “what/why do you buy from us?” could be the most revealing question on your survey.