What is a customer?

Personally delivered to you by Steve Lindhorst, author of
"Selling on 'the River', and "The Niche Book"

I write this issue with a slight feeling of guilt over the fact that many of my friends and loved ones are freezing back east.  But I will get over that. A big 'thank you' to everyone that bought the Quick & Dirty Guide so far. I was happy to hear that some of you are already putting it to good use to start the new year. This issue discusses a couple of questions I find interesting, and also a couple of recent Amazon gems.

On to the newsletter...

In This Issue

1. What is a customer?
2. Setting Goals for 2010
   
3. Recent Sales and Finds...

1. What is a customer?

I'll bet most of us have been shopping when nature called. One morning recently, I was scouting for books in a nearby town and I needed to use a restroom. Most of the thrift stores I visit do not have public facilities, so I went out to the sidewalk to see if I could spot a place that I could make a "pitstop." (And yes, I went before I left the house.)

I found a pretty nice little coffee /pastry shop and it was nearly empty. They had case with a great looking pastries - and I thought I'd grab one on the way out. (After washing my hands of course.) I saw a men's room in the back, and I discreetly walked toward it. About then, a lady popped in from the kitchen and asked, "May I  help you?" I told her I needed to use the restroom and she said, "I'm sorry, it's just for customers."

Okay, I still had to go - so no stopping for a pastry, and certainly no coffee at that point. To keep this story short - the same thing happened again at the next place - and it got me thinking.

The first place would have had a sale, and lost it. In my mind, I was a customer, but I had more urgent business to attend to. I suppose I could have tried to plead my case, but that's a little demeaning.

And why should I have to beg? I was dressed neatly, clean-shaved, and wasn't going to leave the restroom a mess. I was also pretty sure the lady I spoke to was the owner, not just some kid afraid of breaking the rules.

So here is the question. At what point do you consider a person a "customer?" Do they have to make a purchase? Do they just have to walk in the door (or visit your website)? What if they make a purchase - and don't use the restroom - are they still a "customer" when they return the next time? Or must they make another purchase to reset their status as a customer?

When people look at our listings on eBay, Bonanzle, Etsy, Amazon or wherever - do we welcome them as customers? Even if they haven't made a purchase yet? If they do not feel welcomed, how do we make them feel? Do we brush off some requests with "that's not our policy" or "we don't do that sort of thing."

If visitors come to our store (real or virtual) and ask for something, we should consider them a potential customer and try to help. Even if they don't make a purchase this time, they will remember how we made them feel. In the future many will choose us over our competition.

A lot of the readers of this newsletter have purchased products from me. Some just read, and ask an occasional question. Can you imagine me turning someone away because they've never made a purchase from me? It's just silly.

The lady who refused the use of her restroom did so at a very crucial time for me. I agree it wasn't her problem. She actually didn't do anything wrong. But she also didn't do anything right for a new "customer." Now, when I have a choice to make when buying a pastry in that neighborhood - where do you think I'll go?

If your business isn't doing so well - consider how you respond to people who walk through your door or visit your website. Consider every single person a customer and treat them accordingly - even if they don't buy anything on that visit. That sort of mindset will earn you a lot over time. (I can eat a LOT of pastries.)

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2. Setting Goals for 2010

With my new found focus in life, I've set a couple of simple goals for the next year. Actually, it boils down to one goal for myself. "Do what you're good at."

eCommerce newbies try to learn everything about everything. I know because I used to do that too. Sometimes desperation drives people to just suck in all the information they can in the hopes that something will stick and begin to make money for them. Unfortunately, it just results in a tremendous amount of noise in their heads.

Recently people have asked me to do work that I know I'm just not good at. Could I do it? Yes. Would I be sorry I ever took the job. Yes. So I've learned to say no. That has kept me happier and focused on the things that I am good at - jobs I can quickly turn into dollars.

I've finally realized I am not an internet marketing wizard, or an expert at search engine optimization. I almost always lose money with Adwords, and I'm not a joint venture guru.

But I'm good at selling on Amazon, and eBay. I'm focusing on that.
I'm also good at writing ebooks in plain English that help other people begin earning money online. So I'm focusing on that.

That isn't much is it? But all you need to do is master a few things and you can put a nice little business model together. Will I be wildly rich? It's doubtful. But I can have a legitimate, sustainable business that lets me spend time with my family. Meanwhile, I can poke around with some of the other things I mentioned in my spare time. But it's fun because I don't have to make everything work.

Figure out what you're good at, then do it. People will pay you for your experience. Don't discount it and assume you have to start from scratch. Be creative.

Will I know if I've reached that goal at the end of the year? I suppose if my family and I are happy, and my bank balance is in the black (further in the black than now) I will consider my goal met.

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3. Recent Sales and Finds

In case you need some inspiration for your book sales - I have a couple to share from the past week. First, I sold one book that I've had on the shelf for over a year. I found a hand-numbered facsimile copy of The Links in a thrift store for $4 in absolutely perfect condition. It sold this week for $125 to a happy buyer. More recently I was at the Goodwill Outlet on a rainy day and found Dungeons and Dragons Rules Cyclopedia. It was in a huge bin that was about to go out to the dump. I bought a big box of books that day and figured I paid about $.35 for it. Oh - it sold for $99.97.
I always worry that those books won't pop up anymore. But yesterday I went to the very smallest thrift store in my area and for $1 I bought Introduction to Animal Behavior. The lowest current price on Amazon is $95, and my copy is in Like New condition - so $100+ isn't out of the question.

At another thrift store I was about to leave because they raised the price of their hardcover books to $2. Then I saw a two-volume set in a slipcover that looked interesting. It's called The Gentleman's Companion and I got it for $2. I paid that exorbitant price because I'd looked it up on my cell phone at www.bookfinder.com and found it listed all over the place for near $200. In fact, the current low price for the exact copy I have is $199.

This is the kind of thing I talked about in Amazon - The Quick & Dirty Guide. You just have to know where to look and don't give up. I find new things sometimes at places I've visited just the day before! I found a copy of the Hungarian version of KARDOK by Lugosi Jozsef yesterday. It's so rare I can't even find a price for it. If you can help out with that one, I'd be much obliged.

Thanks for reading - Keep in touch!

Steve