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Give people what they want

By Dan Furman

Today's article is very basic. I essentially thought it up in about six seconds when I was out shopping earlier.

It's now December 10, 2005. This means we are well into the Christmas season, which started prettymuch the day after Halloween this year.

Now, I know many people seem to complain about that. I'll hear some astute shopper point out in early November that "they shouldn't put out Christmas stuff until after Thanksgiving". Of course, that same shopper is getting the jump on the crowds and buying wrapping paper.

There's a lesson to be learned here.

Despite what many "say", people actually seem to want the Christmas stuff out early. They may not admit it, but their wallets clearly state their preference.

Because the formula is simple - retailers put out the products that sell best. That's why winter clothes come out in summer, and summer clothes hit the shelves in winter. There is no sense putting out new winter coats in January, because it's already been cold for a solid month. Anyone who needs a coat already has one!

People aren't thinking about winter in January. They're sick of winter already - they're dreaming of warm weather and sunshine. So retailers sell that to them.

Here's another related instance - have you noticed how many stores are opening on Thanksgiving day? When I was a kid, nothing was open on Thanksgiving. It was unheard of. But today, more and more stores open on Thanksgiving every year. Do you know why they open?

They open because people come out to shop!

Now, regardless of whether this is good or bad is not relevant to the discussion. Here's the point of this whole article: It's not about what you want. It's about what your customer wants.

So many businesses forget this. For example, they have websites they think are "cutting edge", with flash introductions and silly corporate-speak, not once thinking their customers may find that a turn-off. And the real crime is it's seemingly always the biggest, richest companies that do this.

I realize the "give the people what they want" slant of this article seems basic. It's almost not worth mentioning, right? Well, look around the web, and you'll think different.

Do yourself a favor - find out what your customers want, and provide that for them.

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