When a potential customer walks through your doors, be they on a physical store or virtually on a website, you give them an array of choices.
The customers must decide if they will purchase from you.
Those who aren’t scared away because of the complexity of the choices before them fall into two camps: those who pick you and those who choose you.
The act of picking is such a passive and fickle selection process. The customer can pick you just as easily as he can the guy next to you.
There is no real investment or commitment to you or your product when a customer merely picks you. Tomorrow he may simply go pick your competition.
Contrast a fleeting pick against when a customers chooses you, and you’ve got a very different situation.
When customers choose you it implies more of a long-term commitment, a relationship, and investment in the future. Choices aren’t changed as easily as mere picks.
If a pick is like a first date, a choice is more like marriage.
You Want to be Chosen
You want (and need) your customers to choose you.
This is particularly true if your business is built on the premise that you’ll have repeat, return customers for a long time. Perhaps you are banking on the fact that they will be paying customers for months or years. Or that they will purchase your product again and convince their friends to do so as well.
Don’t settle for your customers merely picking you and your products. Get them to choose you. Get them to commit to you.
This starts with you committing to them and proving that you’ll stand by them and your product into the future.