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Increase prices and sell more!


Sometimes you get really surprised at how short-sighted some stores reason. Did I say “surprised”? I mean really disappointed.

Listen up:
A normal shopping experience for me tends to be like this:

1. I buy something and I'm happy and satisfied. All is well that ends well.

But it can also be like this:

1. I buy something and I'm happy and satisfied ...
2. Until the thing breaks down for no reason/doesn't work as promised/ or otherwise don't live up to the promise.
3. I return to the store and want to solve the problem.
4. And I'm met by a different atmosphere, suspicion and perhaps even a nasty attitude.

Anyway, my problem is quite small here. Next time I'll go shopping I'll just avoid that particular store. It's so easy for you and me to end a relationship with a store.

What they didn't understand is HOW important the relationship is to me. They have failed to understand that I was prepared to make this purchase the very first of many more to come. I was prepared to make them my supplier for life without compromise.

That's the way it is and I'll explain why:
In my world there are two types of customers - the generally price sensitive and the generally problem sensitive. I belong to the second category. If I know that the store where I buy my stuff is willing to do everything they can to solve my problem (if there is a problem), I'll be their best customer. I don't care if they're more expensive than other stores selling the exact same products. If I know that the store regards our relationship as a long term relationship, I don't mind taking a detour to go to them instead of a store that is situated closer to me and where the product is cheaper.

If any company shows me that they want to solve my problems, I'm so loyal that I tell everyone I know about this company.
I have no time for trouble. I have no time to quarrel. I have more important things to do than waste valuable time complaining to people who don't care. I've even thrown out two computers because they didn't work, instead of returning to the store where I bought the computers because they fussed with me. It's TRUE.

So, in order to catch people like me - stop lowering your prices - charge more instead, but also make sure that you'll deal with any problems that may occur. Make me feel safe. Give me a list of what to do if there is a problem. Tell me what how to proceed if something isn't working. Put a piece of paper in my hands with phone numbers. Be flexible and you'll make me open my wallet every time we meet!

See you!





About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.