Wednesday, December 6th, 2023

It’s that time of year again.

The day after Thanksgiving my inbox is overflowing with Black Friday offers, including some from a national tire retailer.
Like many of you, I don’t buy tires unless I need to. No matter how good the deal, I’m simply not going to spend the money replacing perfectly good tires with years of life left on them.
Even if the tires were being given away for free, I still would not have considered the time spent away from work, waiting for my place in the line and for the tires to be installed, to be worth it.
Here’s the thing. You may think your business depends on minimizing costs and having the best price, but your customers may have different reasons for choosing you over a competitor.

So why do your customers choose you? Something to think about.