The Buying Experience Is Your Product
Be ye not deceived. We’re living in an experience economy which is why no matter what you’re selling or who you’re selling it to, the experience your customer has with you or your business is the truth about your product! Don’t believe this? Suppose you wanted to buy a Jaguar F-PACE or a Range Rover Sport. Would you rather buy vehicles at their respective dealerships or an "off-brand" dealership? If you said the respective dealership, you’re not alone. Tata Motors works very hard to create an elevated vibe of luxury, lifestyle, and arguably “richer” buying experience than other dealerships.
That’s why, as a small business owner, your goal should be to create a high-value, pleasurable, and frictionless experience during the buying process. Your customer should never experience "difficulty" when engaging with your business. From website navigation to the checkout process.