Positive Proprietor: Educate Your Customers

This past week we saw the SOPA and PIPA protests and the education of internet users of what it would mean for them. It was an educational effort of unprecedented proportions and it worked! We might still have to be vigilant, but we accomplished what we wanted to do–the bill (for now) is dead.

Now there’s talk of a Black March to try and protest against the big corporations which were behind SOPA/PIPA. However, while we do want to hurt those companies, it’s hard to remember that these companies employ countless individuals who had nothing to do with the company’s policy. The artists and content creators with these companies may even have been against SOPA/PIPA. In addition, by not purchasing any media, there’s a chance that smaller publishers, musicians, independent labels and artists, and others would be hurt by any boycott. It’s a matter of education.

As shop owners, we need to educate our customers daily. For stores like independent pet stores, it’s important to educate customers on reasons to buy local and buy from small shops. Those who sell online should educate customers about things lie what they, as a shop, do to protect privacy or reasons to purchase from the shop. It’s an ongoing process.

There are many ways to educate customers. Signage and discussions work well in a physical store. Online stores can also benefit from signage in the form of graphics, or a page of information. Keep in mind that busy customers won’t read a lot of information or have time to go through many pages. We want to give them relevant information that helps them.

Customers want to know three things:

1. How you will help them
2. What they can do to help themselves
3. What they can do to help you

Surprised about the last one? Loyal customers who have a relationship with your business will, if it’s easy for them, help your business. Customers want you to succeed. If they have a relationship with your business, then customers will generally want to keep you in business and keep you going.

So think about the ways in which you can educate your customers. You might be surprised at the results.