Early in my career in the housing industry, I was told by a battle worn real estate agent, “Buyers are liars.” My early experience seemed to confirm that remark.
Several years later, I was at one of the presentations at the International Builders Show when Carol Smith, the guru of service in the housing industry said “Buyers are not liars, they just have a different perspective.” This statement is not only more politically correct but it also helps us analyze our customers in a more productive way.
Our customers spend a huge percentage of their savings and income on our product. They expect a lot; often more than is realistic. There is a clash of cultures between the hammer and nail construction industry that is trying to produce an affordable product and the new consumer. The new consumer is well read and informed. They have read magazines and watched TV programs where anything is possible, even if not always affordable. I even had one customer who brought in a CD with sample construction contracts. He informed me we would use one of these contracts for the purchase of his home. I often wondered if he even found a builder to build for him.
No matter how difficult a customer is, no matter how unreasonable, rude, or even stupid, they are still the customer. You are not alone in your frustrating attempts to please them. You cannot please every customer. The only failure in the attempt is the failure to keep trying.
Original content copyright 2011 Thomas Robinson
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