Why Should I Buy From You?

Shortly after starting my business nearly 24 years ago, I had an interesting conversation with a fellow business owner that has always stuck with me.  Why?  Because the message was as relevant then as it is today.

Our conversation began quite casually.  We chatted about our weekend, families, and current events in our community; but, after a brief time, she wanted to discuss business with me since she knew I had an extensive business background.

“Can you tell me exactly what you do?” she asked as she shuffled around some papers and tried to organize her desk.

I answered her with a brief, but concise description of my business.  “Well, I design custom stage clothing, costumes, and embroidered goods.”

“How do people find you?  Do you advertise?”

I told her about my local fashion shows, website, and marketing efforts.

“How much do you charge?”

This question caught me off guard and I began to wonder why she would ask me since I knew she had no interest in ordering from me.  I explained that my prices varied depending on the products or services that were being performed and material costs.  Her next question shocked me, and I think she saw that in my facial response.

“Why should customers buy from you?”

I paused and thought about the question.  Why would she ask me that?  Did she want to ask me a different question and couldn’t verbalize it?  Was she looking for marketing and promotion advice?  I really didn’t know how to answer, so I just gave her a neutral answer.  “Well, customers buy from me because they like my work.”

She gave me a strange look and asked me again.  “But WHY should customers buy from you?  Why are you so special?  What is it about you that makes you so great?”

This friendly chat between business owners was beginning to feel like an interrogation for a crime I didn’t commit.  I was becoming increasingly frustrated and somewhat annoyed with the redundant question.   I didn’t want to be rude; so once again, I answered her.  “Well, customers should buy from me if they like my stuff and want good quality.”

She wasn’t happy with the answer and asked me again for a third time. “Why should customers buy from YOU?  What makes YOU so special?”

At this point, I felt like I was reenacting a scene from Groundhog Day and just wanted it to end. How many times was she going to ask me the same question?  Was there a hidden camera in the next room?   I couldn’t take it any longer!  I just wanted to wrap up this conversation/interrogation and leave. I couldn’t leave immediately, so I took a deep, calming breath and answered her for the third and final time.  “Customers come to me because I provide quality products at fair and reasonable prices.  I design great things that are often within a budget and are made to their specifications.”  I could tell she wasn’t happy with my answer so I asked her, “Why do you keep asking me why people should buy from me? I‘ve already answered your question and gave you a solid answer.”

She proceeded to tell me that she had taken a one-day marketing seminar at a local business center.   The instructor went around the room asking the participants to introduce themselves and describe their businesses.  After the introductions, the instructor asked each participant, “What makes your business so special?  Why should customers buy from you and not your competition?”  Each person was given a few minutes to think about a response before answering. If the instructor didn’t think an answer was strong enough, he would repeatedly ask the question until the business owner gave a strong and marketing savvy business answer.

I paused for a moment to digest what she had just said.  This explained why she kept asking me the same question.  She wanted to share her new information, but also challenge me to think about my business.

I then realized the importance for a business owner (or artist) to not just know their customer base, but to understand the primary motivation for making a purchase.  Once a business owner understands their respective advantage, a targeted marketing strategy that will hopefully highlight the strengths can be created.  I’ve taken this one step further and now ask myself, “Why should a customer buy a specific product?” when I am working on a new design.  If I can’t identify 3 key advantages over a competitor’s similar product, I need to reconsider my design and determine if there are any areas that I can improve to create a competitive advantage over my competition.   This exercise is also helpful when developing a new marketing strategy for existing products.  If you can’t identify the strengths of your product, then how will your customers?  So, the next time you are working on a design, ask yourself, “Why should a customer buy this from me?”    Write down your 3 top advantages and integrate those answers into your marketing strategies.

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