Customers or Clients
Instead of calling the people who buy from you just customers, you should be referring to them as clients.
Just look at the difference in the definition of the words:
A customer is someone that buys goods or services.
A client is someone that depends on the protection of another.
Using “depends on the protection of another” makes that a much more powerful statement. Your clients are relying on your expertise and your products to ensure that they have a satisfactory experience. You owe it to them to offer your best products and services and to educate them on why it is in their best interest to purchase your products, no matter the price.
Here’s an example and I’m sure you have many once you think about how this method is used.
My car repair place does a great job of this when they are talking one-on-one. If I bring my vehicle in for an oil change, and they spot something else that is needed they’ll let me know. They also do a great job educating me on why it’s needed and the best option.
When I need tires they not only explain the best options for my vehicle, research the price and offer suggestions of the types with which they have personal experience. Most times their suggestions are not the most expensive. This shows me that they are not just out for the quick buck, but they see me as a long term client and they are looking out for my best interests.
This all sounds like common sense, but we’ve all been places where they told you the issue and then didn’t offer any solutions.
A recent project had us doing a proposal for a client. Something that I didn’t expect to have to do and was not included in the proposal, was a mobile website. The current website they were using was showing up very small on mobile devices because it wasn’t a responsive website (doesn’t adjust to desktop and mobile settings). It was very hard to read and I couldn’t expect any of their clients to want to buy from them with a website that they couldn’t see.
So I educated my client on why it was beneficial for him to pay a little extra money to have a mobile site made. I explained that there is roughly 40% of all searches made on mobile devices and growing everyday. And in his city there was roughly 2000 searches made every month from mobile devices for his keyword phrase. Also his new mobile site would have key features that his mobile customers would be looking for. After explaining all the reasons why, he decided the mobile site was a good addition.
When considering your clients, you are doing a disservice by not offering the best you have to offer in service and quality of product. That might, in some cases, also mean a slightly higher price.
After educating your clients properly, most will thank you for taking the time to explain and grateful for the care you showed to them and their products.