Are You Paying for Results or an Experience?

Last July, I wrote about a negative shopping experience I had with a local swimwear boutique. In the post I specifically pointed out the benefits of taking cues from customers. I'd like to revisit that idea here.

Not too long ago, my lovable-albeit annoying-cat was acting strangely, even for him. Like any good pet owner, I called the vet and brought my cat in for some testing. To make a long story short, he's okay, but had to stay a few nights for observation. During visiting hours, my husband and I met with two different vets. One doctor was reassuring, confident and friendly. The other doctor? Not so much. Her delivery was such a turnoff that I began to wonder: If we're paying for results, should we overlook the details of the overall experience? Call me greedy, but I want both. If I can find a vendor to accommodate my needs, why wouldn't I give them my business over the "incomplete package?" Here is where things went wrong and how it could've been a better experience for both parties.

1. Sell Confidence

Here's the thing, when someone pays for a service, he or she wants results. (Bonus points if the results are favorable!) My particular situation required me to fork over some bucks to get my beloved pet optimal care. So I would've appreciated it had the "expert" looked directly at me, instead of everywhere else, while answering my questions. I was already admittedly nervous and uneasy-I didn't need the added stress of questioning my decisions. Speaking to our industry, when a client trusts you to make things happen, are you going to have time to second-guess your decision about a supplier partner, thereby making your customer second-guess his or her decision to partner with you? Maybe you are incredibly well-versed in your trade, but how will anyone ever know if you present yourself in a non-assertive way?