People drive or walk long distances past one fast-food restaurant, service station, doughnut store, or hair salon in order to patronize another because the image of the store they seek out is more in tune with their own tastes and desires. Image, as they say, is everything.
When it comes to image, peer pressure (or what you think the rest of the world is doing) also comes into play. People want to project the right image, and often, they do that by choosing the product, service, or store that they think helps them do so. For example, if dozens of people are working out at one particular gym in town, their friends may also try that gym because “everyone else is doing it.” Price, quality, convenience, and many other factors come into play, but if that gym’s image is the one that the customers can best identify with, then it most certainly gets the most business.
Your business’s good reputation for customer service, fair value, good prices, and after-sale concern and care also goes a long way toward ensuring your success. If you can honestly say that you provide the very best of any of these virtues, broadcast it widely.
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