The goal of any business is to attract and retain customers. And customers actually make it very easy for you. No customer walks into your establishment and says to you, "Here is my money. Now, dissatisfy me please." In fact, your customer comes in with an expectation that what you offer could be more valuable than his money. Nobody knowingly expects to pay good money for a poor product or service.
If it's so easy, why isn't your business doing so well that you are literally turning away customers? It's because you already are turning away customers and you may not even know it. You cannot think you are only selling a commodity or service to your customers. You are not in the product business. You're not even in the service business. You are in the experience business. Ultimately, for you to retain your customers you have to understand that you are in the experience business and the customer is paying for his experience, not yours.
So how do you create an experience that will retain your customers and attract new ones? Listen now find out how to do it in just three steps:
This episode is also available as a blog post: http://billquiseng.com/2011/08/10/the-customer-is-paying-for-his-experience-not-yours/
