Whenever I change something,
something like
where my books (products) are sold,
the pricing,
or
the length of the books,
I lose readers (customers).
Why?
Because they have to think
about the purchase.
There’s something new.
That causes them
to re-evaluate buying the product.
Steve Belmonte,
founder and CEO
of
AccuZIP,
shares
“People like consistency
and depending
and trusting their brand.
So that’s why
the price-lock guarantee
was hugely important
—they can depend on the fact
that their budget next year
will be the same
when it comes to this type of product.”
When you make changes,
be aware
that these changes
might cause customers
to re-evaluate their decisions.
Don’t make changes
for trivial reasons.