Customers continue to receive disappointing experiences because businesses aren’t doing a good enough job conveying the value of their service and expertise.
“People don’t know what they don’t know. When they don’t know what they don’t know, they get what they don’t want,” explains Jules Peacocke of Lily Jackson Hair & Makeup.
It is for this reason that Jules is a big believer in educating consumers about herself, her business and her service offering, so that they can see for themselves the true value of what they are paying for.
“When you educate someone, they always have that no matter where they go, they don’t know what it is they’re looking for,” she says.
“That is where the value of great hairdressing comes in, because it’s an intangible that the client wouldn’t even know what that means to him and how to say it or how to express it.”
Yet as well as educating the customer about value, the biggest benefits of being a content-rich business are the relationship and trust that are built up before prospects actually become customers, notes Jules.
“We’re talking to clients online and the client already knows us before they come in,” she says.
“In my business, if you remember 20 years ago, it was me, my chair. I knew everyone in my business. I come to work now, and I don’t know the clients that are coming in the door. I’ll introduce myself but they’re already looking at me [like they know me] because they’ve watched me in videos.”
Check out more practical tips and insights on customer education and conveying the value for money of your services on the My Business Podcast below:
Too many SMEs are making this mistake
By Adam Joy
Taking digitisation out of the ‘too hard’ basket for SMEs
By Jason Brouwers
The insanity of consumer expectations
By Jason Dooris