Customers are more important than a Ferrari
Lluis Martinez-Ribes
Agent Inspirateur, they say. I like to inspire business people by crafting customized speeches and workshops on Brain-pleasing Marketing.
Most countries have a market economy. And that means that customers enjoy a fundamental right: the right to choose. For instance, they can choose between a Ferrari, a Porsche, a Mercedes or any other brand. They may also choose not to buy!
They really do have the power. Customers are the ‘referees’ in this ‘business game’.
These referees may even ‘be mistaken’ and end up purchasing a product that is not technically the best one.
So, if you would like to develop a new retail concept for selling cars (... or houses, travel, insurances, food, mortgages, etc.), do not start by considering neither the competitors, nor the different aspects of your future business model, but …
- by trying to understand who your key customers are likely to be.
- And then, become an expert on what those customers are like.
That will give you the inspiration you will need for shaping a new retail solution likely to be effective, because it will please the referees.
Ultimately, devising a great retail concept doesn’t mean creating a great 'selling machine', but conceiving a much better 'purchasing machine'.
If they buy from you, you will sell. The turnover is always the result.
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? Oxygen Bubbles, by m+f=! team. BCN, April 2020.
Registered at SafeCreative:
Other Oxygen Bubbles ?
Shopping is a part of lie
Exchanging money for a tennis racket?
How many products does Zara sell?