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You Gotta Have a Reason Why Someone Would Buy Something From You

I was once in a coaching meeting with a new business owner, a business incubation candidate and his mentor.  The candidate commented that current business was about 75% of what he needed it to be.  The mentor then asked him "Why would anyone buy from you?"  This caught the candidate off guard and he didn't really have an answer.  The mentor then gave a short elevator pitch about two of his businesses with the reasons why customers buy from them.  Everyone in business needs to be able to briefly summarize the reason(s) customers buy from them.  The sophisticated business consultants call this the “value proposition”. 

People buy products and services where they get the best perceived value for their needs in solving their problems.  While there are a few that actually consider the lowest price to be the most important factor in their decision, for the majority of us, other factors are just as or more important than price.  People want convenience and they want to buy from people that treat them nicely and with respect.  They also want to do business with people that will do what they say they will do.  If fast is good, they want it faster.  If slow is good, they want it slower; big, bigger; small, smaller; safe, safer, etc.  Sometimes, you can combine two or more existing products or services in a new way to provide the value the customer wants.  They want a better value for the money spent and will shop where they get that better value.  The combination of things you do to provide this value is what will make you unique in the marketplace and position you in a favorable way. 

If you're in business, trying to figure out how to get more business, ask yourself the question; "Why would anyone want to buy anything from me?"  The answer shouldn't be "because I offer the lowest prices".  Most small businesses can't offer the extra touch of service needed to attract customers and still be cheaper than all the competition.  Also, the answer should not be "because I'm local".  Most people will not buy locally just for the sake of buying locally.  They buy locally if the local business can give them the perceived value they want.  If they can't get the value they want locally, they will try to find it out of town.  If they can't find it out of town either, they may even resort to making their purchase at the dreaded "box store" on online. 

How can you develop a reason someone would buy something from you?  People want solutions for their problems and a positive experience in finding those solutions.   Your reason should have to do with providing top quality products and/or services in solving your customers’ problems along with reliability, respect, a fair price and consistency.  Figure out how to combine those aspects with your solutions and you’ll have your reason why people buy from you and plenty of customers as proof. 

Jim Correll is the director of Fab Lab ICC at the Center for Innovation and Entrepreneurship on the campus of Independence Community College. He can be reached at (620) 252-5349 or by email at jcorrell@indycc.edu. Archive columns and podcasts at www.fablabicc.org. 


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