Research Your Customer

Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think. A recent customer told me that he thought the vintage item was brighter than the photograph. He knew my policy prohibited returns but still he pushed for a return. He wouldn't think of not bullying the store owner. The customer even sent a form letter that he had used to return another item to another store. Whoops. Was that a mistake or was that a calculated behavior? Takeaway: Make your policy different to accommodate certain buyers and hold firm to policy.


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