People buy products and services they are 'familiar' with, that are 'accessible' to them using systems they have already had a track record with. They definitely don't want to lose out financially buying a nasty experience and will remember poor products, workmanship and customer service for a very long time and will not hesitate to tell anyone who cares to listen about their bad experiences. Most importantly people expect value for money and a positive emotional 'reward' when dealing with your business, if people don't get delighted they are less likely to repeat buy or give positive referrals to their friends and associates. For any business to succeed you need to make sure you deliver on all three basic rules of thumb, you must be familiar in your market place, you must make it easy for people to buy from you and lastly and most importantly you must make sure you reward people at every stage of their contact with you and your organisation.
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