Sometimes more customers isn’t a good thing, especially if they’re not the customers you want.
Zappos doesn’t send out cruddy shoes, because they’re not after customers who want to burn through and return them. They offer a loyalty program, though, because its customers care about getting the right fit.
The taproom on the East side of town doesn’t discount it’s first six lines of beer because it’s after people who will talk about their beer. They know that the larger price one pays, the more likely they’ll be to talk to others about the purchase because they perceive it as more valuable.
The best thing we can do to attract more of the customers we want is to listen to what it is our customers want.
The next best thing to do is tell that story back to them. It’s a waste trying to tell a different one.
Stay Positive & Fill In The Blank: “People Like Us _____”
Photo credit
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