Article
Why do customers choose one business over another?
Who is this article for?
Business owners, marketers and salespeople.
What is the purpose of this article?
To help you understand how customers choose one business over another and what you can do to influence that choice.
Which types of business will we focus on? Businesses providing services or selling expensive products, where choosing a supplier involves a substantial investment of money, time or commitment. This article doesn't cover routine purchases of inexpensive products or choices between consumer brands, where buying considerations may differ.
What influences a customer's choice?
Consumer research points to a range of factors that influence purchasing decisions and customer experience. These include:
Price and value for money
How much customers pay and what they receive for that price, compared with other options.
Quality
How well the product or service meets expectations and delivers the desired result.
Convenience
How easy it is to get information, make a purchase and use the product or service.
Speed and availability
How quickly customers receive a response and when the solution will be available.
Expertise and knowledge
Whether the person helping the customer can answer questions and support their decision.
Personal attention and service
How customers are treated and how pleasant and attentive the experience feels.
These factors appear in research including PwC's customer experience studies. Their relative weight varies between customers and types of purchase; this list isn't ranked by importance. Read the PwC research
But when a customer is choosing a consultant, commissioning a renovation or buying expensive equipment, they can't verify every promise in advance. They can compare proposals and ask questions, but one central question remains: Will this business actually deliver what it promises?
This is where trust brings several of these considerations together. Customers want to believe that the expertise is real, that the price reflects what was agreed, that the product suits their needs and that someone will be there to help if a problem arises. Trust doesn't replace price, quality or suitability. It allows customers to rely on what the business says about them.
Why does trust matter so much?
When buying a service or an expensive product, a mistake can cost the customer more than the purchase price. It can cause delays, rework, disruption to their business and a great deal of hassle. The difficulty is that some of the most important things only become clear once the work begins: Will deadlines be met? Will someone listen when circumstances change? Will the business take responsibility? Trust helps customers move forward despite this uncertainty. It may also explain why a customer chooses a more expensive offer when they feel more confident in the people behind it.
What helps build trust?
Trust grows from how a business presents itself, what other people say about it and the customer's experience at every point of contact.
Expertise customers can see for themselves
Saying “we're professional” doesn't tell a customer much. Thoughtful questions, clear explanations, examples of similar work and an honest account of the pros and cons let customers assess your knowledge for themselves.
Personal connections and face-to-face meetings
A meeting lets customers get to know the person they would be working with, ask questions and judge whether they feel understood. Visiting a customer's business can also help you understand their working environment and actual needs. A meeting alone doesn't guarantee trust; your listening, preparation and professional contribution give it value.
Recommendations and other customers' experiences
Customers want to hear from people who have already been through the process. A detailed recommendation can help them understand what working with you is like and what to expect. A 2021 Nielsen study found that recommendations from people respondents knew were the most trusted advertising channel, illustrating the strength of personal recommendations. Read the Nielsen research
Relevant experience and recognisable clients
Having worked with a well-known company may reassure customers that they're in experienced hands. Work with a business similar to theirs can be just as significant: it shows that you've encountered familiar needs and challenges before.
Transparency and clear expectations
What's included in the price? What isn't? What's the timeline? What depends on the customer or someone else? Clear answers help customers understand what they're committing to. Even saying “that isn't our area of expertise” can strengthen your credibility.
Consistency and keeping commitments
Promised to send a proposal on Tuesday? Send it on Tuesday. If there's a delay, let the customer know in advance. From the earliest stages, small commitments give customers a basis for judging how you'll handle larger ones.
How you handle problems
When something goes wrong, customers see how the business behaves under pressure. Listening, investigating the facts, taking responsibility where appropriate and offering a clear solution give them a reason to keep trusting you.
Practical steps for building trust
01Meet personally when it adds value
For a complex service or a significant purchase, offer a face-to-face meeting. Learn about the customer beforehand, prepare questions and bring an initial professional perspective. Afterwards, send a short summary of what you understood and what was agreed.
02Gather feedback and ask customers for reviews
After a significant stage of the work, ask customers to share their experience of the service. Request permission to publish their comments on your website and offer a direct link to leave a Google review. Invite honest feedback in their own words, without scripting praise.
03Publish detailed examples of your work
Briefly describe the need, what you did and the result. Use figures you can substantiate and obtain permission to publish customer details. A concrete example helps readers understand what you could do for them.
04Show the companies you work with
With their permission, display client names or logos, especially those relevant to your audience. Add a short description of the work you did so readers understand the nature of the relationship.
05Make your proposal a clear document
Explain what the customer will receive, the stages of work, timelines, payment terms and warranty or responsibility arrangements. Explicitly state any potential extra costs and what could change the proposal.
06Publish content that answers real questions
Collect recurring questions from sales conversations and turn them into articles or short videos. Explain limitations, common mistakes and when your solution may be less suitable. This lets customers get to know your thinking before they contact you.
07Discuss problems openly and honestly
Let the customer explain what happened and how it affected them. Confirm your understanding, explain what you can do and agree on who is responsible for each step and when you'll provide an update. Keep following up until the issue is resolved.
08Provide updates throughout the work
Agree on update points and share information without waiting to be asked. If you expect a delay, explain what changed and provide a revised timeline.
09Offer a smaller starting point when appropriate
An initial consultation, demonstration, defined first stage or pilot can let customers experience working with you before making a larger commitment. Define in advance what this initial step includes and what it will let them assess.
Wishing you every success,
Yaron Shaool