Customers are what business is all about. Yet they are too often taken for granted by those who provide services and goods. How the consumer views the marketer is critical to successfully promoting their products.
Yet many marketers try to deceive or hide the truth from the very customers that they depend on. Some marketers look on their potential customers as sheep that are too stupid to see when they are being misled. Got news for you people are not sheep and are a lot more intelligent than they are given credit. The only difference between the seller and the buyer is that one has something to sell and the other seeks purchase certain goods or services.
Both the marketer and the consumer are human beings with varied views and beliefs. No one in this world wants to be deceived, conned, or mistreated. Then why would someone who is in business for themselves want to tarnish their name and reputation by misleading customers because someday down the road the consumer will become aware of this and discontinue using said merchant. Sometimes the authorities of the merchant’s location may find such practices harmful and bring legal proceedings against them.
Businesses that want to be long standing and successful should be ethical in their dealings with the public. Just because someone appears to be getting outstanding results from doing things less than ethical does not give the good business person some green light to do the same. Following in the footsteps of those that are less than honest may seem glamorous to some but the final outcome may be not too favorable to those who choose such a path.
Anything in life worth doing takes commitment and dedicated work. A good merchant seeks to provide the best services and goods to those they serve. A good merchant is always concerned about their customer needs by offering great customer service when a problem arises. The merchant should seek to provide complete and honest details about the services they provide and the goods that they sell.
When sales and service procedures change for those you service be as detailed as possible about changes and how it will affect the consumer. The more open and forthright you are with your customer the fewer problems and misunderstandings there should be. You will never satisfy everyone no matter how upfront and honest you maybe that are just something that happens from time to time. Treating those you serve with kindness and respect will help smooth the way when some misunderstanding does arise. Be quick to respond to problems your customers may present to you seeking to find solutions to remedy their problem. Their problem may seem silly to you but to the one who has the problem it is serious matter that demands your full attention.
The bottom line is the more you are able to make your customers happy the end result is that your life should be more successful and that makes you happy. The merchant’s main goal is to provide the best benefits to the potential consumer and convert them into life long customers of your products and services. How your customers and potential customers perceive your character and ethics has a direct bearing on how you will succeed or fail in your business pursuits.
William R Brandenburg
International Association of Joint Venture Brokers
The Interner Marketing Inner Circle
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