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This to enlighten who that think they are getting back at credit card companies, when in reality they are hurting local businesses. The media blitz is always on the consumer. How credit card fraud effects the seller is never the focus. Due to these inadequacies, those of us running businesses are fed up. We are tired of only hearing how the consumer is effected. What about the many legitimate businesses that are getting ripped off by consumers.  No one addresses all the moneys we lose when customers commit fraud. We are charged fees when someone orders something and when they return it. We lose out when a customer falsely claims he never received an item.
All the news items you see in print or on television are about consumers.  No one talks about the hit the seller takes when the consumer returns the product, or claims they never received something and they did, they just don’t want to pay for it.
To give you some insight on how the process works; when a business takes credit cards, they pay for that privilege. The credit card companies (Visa, MasterCard, American Express, Discover) charge us a fee for taking their cards. Then the company we have our account with charges us for this privilege. When a customer uses a card card, we have to wait for the money to be transferred to our account. This can take anywhere from 2-8 days. Meanwhile, the customer has the product. When a customer returns a product, we are charged again by the credit card company and the company we have our account with.  If a customer claims they didn’t receive the product when they did and dispute the charge, again we are charged a fee and we lose the money we paid for the product.
Now, I am not saying if a product is inferior or not as advertised you should not return it. That is not the point of this article.  It is about customers who victimize businesses.

Virtually every business you contact has this question in their mind. To truly maximize your revenues you need give people a reason to buy from you versus a competitor. Here are a few strategies that will help you differentiate yourself from your competition.

First, it’s important to understand that people make their buying decision on two levels – logical and emotional. The logical aspect revolves around the product or service and includes such things as product specifications, warranty, price, colour, size, ease of use, etc. Anything directly associated with the product is a logical need. The second buying motivator and, perhaps the most powerful, is the emotional aspect of the sale. These criteria are the less tangible needs and include feelings of success, relief, pride, joy, fear and concern. For example, a person buying a pair of jeans will have specific logical needs such as waist size, inseam length, colour and style. But, ultimately, the emotional aspect of how they fit and look will influence that person’s buying decision.

To uncover your customers emotional buying requirement learn to ask, “What are you looking for in a…?” followed by “Why is that important to you?” The first question helps you learn the logical need while the second question will help the customer express the emotional reasons behind their purchase. In the hundreds of sales training workshops I’ve conducted, I’ve learned that most salespeople and business owners have a tendency to leap into a product demonstration before they have learned what is important to the customer. Invest the time accurately and thoroughly learning your customer’s need and wants. This will help you to begin differentiating yourself from your competitor.

The next step is to give a presentation that focuses on the customer’s needs. Rather than discuss everything about your product or service, focus first on what the customer identified as being important. This demonstrates that you listened to what they said and will help you separate yourself more effectively.

When presenting your product or service ensure you discuss the benefits as well as the features. The feature is “what it is” and the benefit is “what it means to the customer.” A great way to phrase this is to say, “Our equipment extracts 97% of the water from your carpet (feature) which means your carpets will be dry to the touch within three or four hours (benefit).” This addresses the customer’s emotional buying needs which means there is a greater likelihood they will buy from your versus a competitor.