.floatimg-left-hort { float:left; } .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 12px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 12px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 12px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;}
The customer is making a comeback, slow though it may be. And when he or she returns, you’re going to notice a change. A big change. How you prepare for the new customer will determine your long-term success.

REALITY: While your customers were away, online officially took over. It’s the new showroom and comparison shopper. You can see every option and some you never knew existed. It’s fast, it’s accurate and anyone can choose anything, any time of the day or night.

It’s a different world now. We are not going to “recover,” per se. We’re going to revive and revise. You can be in it or watch it pass you by.

The customer is different, too.

Let me give you the details of what the new customer (both business and consumer) looks like:

(NOTE: I’m using “he,” but I also mean “she.”)

• He’s going to decide somewhat more slowly. He’s been hesitating for more than a year.

• He’s angry about the value of his home and investments.

• He will not be doing business the same way as before.

• He will not be banking the same way he banked before.

• He will not be advertising the same way he advertised before.

• He will not be buying a car the same way he did before.

• He will not be buying a home the same way he did before.

• He will not be investing the same way he did before.

• He’s online. Checking out your Web site – and your competitor’s Web site.

• He’s socializing. Telling everyone what’s happening in his world and the world.

• He’s Tweeting, Facebooking and LinkedIn-ing. Social media are still a firestorm.

• He’s blogging about his experiences with you, for the world to read.

• He’s YouTubing about his experiences with you for the world to watch – by the millions.

• He’s Googling, not yellow-paging.

• He’s texting. A lot.

• He’s using his mobile device to do damn near everything.

• He’s WiFi-ing in his hotel room, on the plane and at home.

• IF he’s reading a paper or getting the news, it’s online.

• He’s purchasing after midnight. By the billions.

• He’s looking for ease of doing business with you.

• He is value oriented, but will look to price as part of the decision.

• He wants a relationship.

• He wants, needs and expects GREAT service after the sale.

• He does not want to wait for anything or anyone.

• He needs help and expert advice.

• He can check your price and your facts in two seconds or less on Google.

• He knows more about your competitor’s product than you do.

• He can pay right now IF you can take a credit card online.

• He expects someone to answer his phone calls who can actually HELP.

• He is SICK of offshore call centers, erroneously called “help desks.”

• He is SICK of you telling him how important his call is while he waits on hold.

• He demands the truth.

• He no longer trusts the institutions he used to hold sacred.

• He expects you to be as computer literate as he is.

• He needs to be understood and feel your sincere concern.

• If he needs a referral or recommendation, he’ll go to Craig’s List or Angie’s List or Google or his next-door neighbor, or anyone else but you … UNLESS you have video testimonials online.

Will your new customer buy from you or your competition?

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2009 Jeffrey H. Gitomer