The Right Customer

May 27, 2010

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As business owners we come across all kinds of customers. Some customers are a breeze, they come, shop, and leave happy, then spread word of your company to other customers. These are the ideal customers. They make us look good, they validate why we're in business in the first place, and we can feel proud of what we were able to accomplish with them.

Then there are customers who are very hard work. They want to argue about everything you offer, they give you a hard time about your products and services, they don't give you the kind of respect you expected, and they do not go away happy, no matter what you try.

We've heard the saying: "The customer is always right." But this kind of attitude doesn't get us the right kind of customer, does it? If we let difficult customers walk all over us and make us work unnecessarily hard for the least amount of reward, then why do business with such people?

You can set up your website to reach the right kind of customer. If you want difficult customers, then make it difficult for them to find information and products on your site. If you want customers to go away unhappy, then don't give them what they're looking for. If you want customers who give you a hard time about your products or services, then don't offer alternatives or ways to make it up to them. Can they return products easily? Do you have a search bar for finding the product they're looking for? Is there a feedback form or contact email listed? Are you targeting your SEO, advertising and social media at the right kind of audience?

If you're a business owner, you should decide what kind of customer you want. Then tailor your website as though it were your store front or front office. You will likely never see someone earning a minimum wage come into a luxury car showroom looking for a car and demanding satisfaction. The same situation applies to websites. Design it so it appeals to the right customer and the right customer will come to it with expectations in line with what you offer.

Image: djcodrin / FreeDigitalPhotos.net

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