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Some friends of mine are in the process of creating a garden in their backyard so they visited a local garden centre to buy some plants and shrubs. They approached an employee and asked where they could find a particular plant and the employee gestured vaguely to a section of the store. My friend asked about a shrub and received this exasperated reply when the employee noticed her list, “You want me to help you find everything? That will take me all day.” Needless to say, my friends decided NOT to spend their money at the particular store.
They drove a few blocks to a competitor and were greeted by a friendly employee who gave them all the information they needed to make an educated buying decision. Even though the plants were more expensive, they chose to buy everything at this particular store and ended up spending about $2,000.
People in my workshops often believe that price is the primary motivating factor in someone’s buying decision. However, more often than not, it’s the service you, your employees, or your company provides to your customers that influences their decision to buy from you rather a competitor. This is applicable for both retailers and people who sell B2B.