Are You Talking To the Customers You Have or The Customers You Wish You Had?

      

Whenever I check out the sale racks at clothing stores, I find a predictable result.  Most of the discounted clothes are sizes 0, 2 and 4.  If the buyers were purchasing sizes that their customers actually wore, they wouldn’t have to put so many garments on sale. What where they thinking when they ordered that particular range of sizes?  They were thinking that their customers are thinner than they actually are.

You’d think someone would have figured out by now that there’s a bell curve to the distribution of sizes people wear, not a ski slope. But apparently not.  That’s wishful buying.

I’ve heard many conversations where marketers are bewildered by the fact that a particularly beautiful item didn’t sell (even though it was completely impractical for their customers). That’s wishful product development.

I’ve talked to people at conferences who complain that their customers don’t have the sense to figure out how to use an awesome feature on their website.  That’s wishful website useability.

Wouldn’t it be easier to sell to people who do buy from you rather than the people you wish would buy from you?  I think that we tend to imagine our customers as younger, more sophisticated, wealthier, smarter or more technically savvy than they actually are.  Maybe it’s because we wish we were better than we are and maybe we feel our work is more important if we are supplying “better” customers.

Are your customers disappointing you with their product choices? Are they not “getting” your service? Are they not living up to your standards of beauty and quality? Maybe it’s not their fault. People don’t change. In business as in life, it’s better to accept people the way they are and go from there.

3 Responses to Are You Talking To the Customers You Have or The Customers You Wish You Had?
  1. [...] Are You Talking To the Customers You Have Or The Ones You With You Had? (marketingwithoutanet.com) 0 Comments - Leave a comment! « Previous Post [...]

  2. [...]  The company is completely out of touch, clueless or uninterested, even, with what matters to prospective buyers. (try doing something with the mouldering files of customer feedback, [...]

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    [...]  The company is completely out of touch, clueless or uninterested, even, with what matters to prospective buyers. (try doing something with the mouldering files of customer feedback, [...]

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