None of Your Business by Shawn Dill

Author:Shawn Dill
Language: eng
Format: epub
Publisher: BookBaby
Published: 2019-03-29T17:36:10+00:00

Converting Community to Clients

All things being equal—and all things not being equal—people prefer to do business with those they like and trust. By this, we mean that if everything were the same, if two businesses presented the same qualifications to provide their service, if they advertised the same price and the same availability, the client would choose the provider they like the most.

Likewise, if everything is unequal, if one business is less available and more expensive, clients will still choose that service if the provider stands for something in which they feel an alignment. That is the tipping point.

Take Lululemon. They produce women’s yoga pants that are arguably of inferior quality to some of their competitors’ and are quite expensive, much more so than most other similar products. However, they have no issue selling them because their community loves what they offer. They aren’t gauging their decision to buy based on technical data about the quality. They aren’t making the purchase because it’s affordable. They do it because they have created a community that puts them in alignment. Their friends wear it, so they have to buy it too.

Apple is another example. The iPhone has been pushed to the upper limits of pricing, and it simply doesn’t matter. Regardless of when you read this book, we can say with a high degree of confidence that when the next iPhone comes out, no matter which iteration, no matter what the price point, there will be a line around the block to buy one. Apple has built an incredible community. What does that community do? They buy the newest product offering. When the next one comes out, they buy that. The core Apple community always buys the next new product. People in the Apple community are there because they like what Apple stands for. They are committed. You rarely meet someone who isn’t Apple head to toe. They’re either all in or all out. There is no in between.

Much like Lululemon, though, there are indications that Apple has an inferior design, in some ways, to that of their competitors. Their clients aren’t buying that. They like the company’s commitment to a sleek design, the artistry, and the user interface. Apple built a community full of their ideal clients, people who identify with their stance and have the money to afford their product. The phones have gotten so expensive that you now pay for the phone over the life of your wireless contract, and people do it without hesitation.

The question then becomes: How do you do this for your own business?

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