Since there are different types of customers you need to decide whether you want to specifically target one group and risk turning away another, or if you can figure out a common denominator that will allow you to attract them all. Here’s my breakdown on the different types of customers out there.
Customer A: These are customers who take pride in supporting small businesses and actually seek them out. They don’t mind spending an extra couple of bucks and usually they can afford to. Once they find a business they like then you can expect them to become repeat customers.
Customer B: Customers who fall into this group also like to support small businesses but only really when they feel it works out, the price is right, etc. The majority of the time they end up shopping elsewhere because for them it’s all about the end price, no matter how small the savings.
Customer C: Hmmm… Customer C is more of a hybrid customer, or maybe I should say they’re a High-Maintenance customer! lol They want to support small businesses and they prefer to, but they also want you to act like you’re a big business and uphold the same sorts of policies and practices as the big businesses.
If Customer C were to shop online at big box retailer’s website for example, they’d just pay the advertised price, shipping, research the product themselves before they checkout and voila!
However, if Customer C were to shop at a small business for the same product they’d likely compare your price to the big box retailer’s price, check out your shipping prices and policies, and then email you with all their questions. I think they might like to do this to ensure that you’re really there and because they like to make you work for their money.
Customer C isn’t really a problem customer and personally I prefer them over Customer B’s but they really make you work for your sale. At least they give you an opportunity to earn their sale, that’s how I always looked at it.
Now I wonder, if you were to act like a big retailer or business, put up a facade implying that you’re a little bigger than you really are, would they question you as much? This is the question to be examined. How do you attract customers A, B and C while not turning one or the other away?
Well, if you’re still reading this then I hope I have you intrigued enough to look for my follow up post in the next couple of days. For now it appears my inspiration has led me to end this question with another question!
Do you all wonder these same things? Do you feel pressure to act larger than you are? Do you ever feel like it’s better to appear smaller? What are your thoughts?