“The customer is always right.”
It’s a business cliche that has been around for ages. While it’s debatable whether the accuracy of this exact statement is true, it definitely highlights an omnipresent point that cannot be refuted. Your customers are your business. Without them, you’d be out of business.
It’s a no-brainer that any business or anyone involved with making money should treat their customers like gold. They’re the ones paying your bills, feeding your family and hopefully, maintaining your comfortable lifestyle. There’s no question it’s important to care for them, nurture them, provide support, foster a relationship, communicate and establish a continued positive environment for them to purchase in the future. I think we all understand this… but this begs the question, just who exactly are your customers?
To get clarification and answer this simple question, I did a quick search on Google for the definition of the word “customer”. Here is just a sample of the results:
Customer – a person who buys.
Customer – one that purchases a commodity or service.
Customer – a person who purchases goods or services from another.
Customer – one that buys goods or services.
Customer – one who purchases or receives a product or service from a business or merchant.
What is the one thing all these definitions have in common? A customer is one that buys something. If you even want to broaden the scope a bit more: a customer is someone in which a business makes money from in a transaction.
Your blog readers are NOT your customers.
Sure, maybe some of them are. Maybe some will turn into customers. Maybe some never will. But just because someone is reading your blog, it doesn’t automatically make them a customer.
It also really depends on your business model. Are you even selling any product or service? If so, are the bulk of your blog readers part of the target market and demographic you’re even selling to? If you have nothing available to purchase, then how could anyone you encounter even be considered a customer?
Your peers are NOT your customers.
Sure, maybe one or two may buy something from you – that is, if it fits a very important need for them and you’re an expert on the subject. Otherwise, they will most probably never purchase anything and make you any money directly.
Peers are business associates. Peers will likely visit your blog quite often. They’re great to have as a resource for help, support and future business opportunities. It’s definitely a good idea to foster a good relationship with them, but when it all boils down – they’re not your customers.
Your friends, followers and fans are NOT your customers.
Sure, many of them can be. It’s quite possible a whole bunch may have bought something from you or will in the future. But out of the hundreds, thousands or even more “followers” you have (many of which are faceless names, non-engaging types or downright spam automatons) – what percentage of them are truly buyers?
Platforms like Twitter and Facebook are an absolute must for any business to get the pulse of the market. There’s a definite benefit in engaging with the community centered around your niche, but it is just that: a social network. It’s not necessarily your consumer base. Just because someone retweeted you, @replied, posted on your wall or gave you a “poke” – that doesn’t automatically make them a customer.
Pay attention to everyone, but focus more on your customers.
Everyone repeat these three words with me. This. Is. Business.
If you’re looking to make money online through your blog, it’s imperative that you really grasp this concept well. You’re creating and maintaining a business. You want to make money. There’s nothing evil about this! It’s just cold hard facts. Everything you do should lead towards to your ultimate goals. Prioritize accordingly.
Should you try to reply to e-mails in a timely manner regardless of who it’s from? Sure.
Should you make it a point to thank those who help promote your business? Absolutely.
Should you encourage discussion within your community and on your blog? Of course.
But when it comes down to business, real dollars and tangible, sellable assets… the actual customers, whoever and wherever they happen to be, should always be at the forefront of your attention. No questions asked.
Not readers. Not peers. Not followers. Not fans. But customers.
Repeat those three words again. This. Is. Business.
Maybe after hearing the cliche of “the customer is always right” being used time and time again, we should update it to a more accurate 2010 version: the customer is always first.