Customers are Selfish

My wife will tell you that I am cheap (I prefer thrifty). I hate to throw money out the window. Case in point, I get my haircut at the cheapest barber shop in town and the only reason I go there is because they don’t expect a tip. BUT, I don’t want to look like I got the cheapest haircut in town.

This illustrates the point – customers are selfish. They want to receive a better service then they are willing to pay for. I only want to pay $8.00 for a haircut, but I want it to look like a $50.00 haircut. That may be unrealistic; nonetheless, that’s what I want. There’s an old saying “a $100 shine on a $5.00 pair of shoes”. ; That’s what your customers are looking for when they pay money for your service. And it’s not necessarily about getting something cheap. In the haircut example, even if I chose to pay more money for my haircut, I would expect it to look more expensive than it really was.

It is a fact of life your customers will demand more perceived value than they are willing to pay for. So if you are a lawyer and charge $200 per hour, your clients won’t be satisfied unless they perceive the end result to be work at least $250 or $300 per hour. Your customers expect more value out of your service. It’s not a matter economics, it’s that your customers are selfish. They want that $100 shine or the $50 haircut. If you can provide that kind of exceptional value, you’ll create customers for life.

One other interesting phenomenon about the selfish customer, they want to know they made the right decision. They will look to re-enforce that decision in any way possible. One of the reasons we recommend companies to our family and friends is to re-enforce our purchasing decisions. Clients and customers that refer people to you may be the most selfish people you deal with. They want other people to see what they see, they want a third party to validate their purchasing decision. At the end of the day, customers are selfish and the more selfish the better for all of us.


  1. Anonymous1/05/2012

    i disagree with you. i do not want customers like that, in fact i throw them away and kick them to curb regularly. they seem bewildered when it happens, like they are surprised but what is funny is these same zeros trying to sneak back in after a period of time, not in a very open way more in a sneaky evil way. i keep good records so i usually catch them and bring up the last time they pulled the selfish/cheap card. they generally have nothing to say for themselves as they slink away.
    these types tend to complain the most, are the most work and trouble, and the most unpleasant.
    i run them off immediately and i am a lot happier. i would close my business if i was forced to deal with these types. it would not worth it and who could make any money? they are nuisances and profit robbers. a word to you cheapos and selfish shoppers, do not show up at my store, you will get no breaks from me and probably get the courteous good riddance!
    i suggest everyone else incorporate these same strategies so these people will correct themselves.

  2. Anonymous1/05/2012

    the price is the price even it is a gift for your mother that you state you do not have enough money for. i should not have to give my profit away so you can get your mother a gift your unwilling to pay the price for or because your cheap but you want the best. NO.

  3. Great Comments and thanks for reading my blog.

    The point on this entry is simple: Exceed your customers expectations in some way - and it may not be exactly within the "price" of the product - it may be how it's delivered, some additional service, it may be "And get another one free, just pay shipping and handling". There is always something you can do to make the customer feel "better" about buying from you.


Thanks for commenting and go ahead and let me know what you like and don't like. Always looking for ways to improve.