Have Your Created Your Best PES?

Today I'm thinking about PES. Not PEZ (Sorry no candy dispensers, here! Dispensing thoughts only.)

PES sums up the buying experience.

P- Price Is your price competitive for your market? For your product? For your customers? Does it send out the right message regarding how you want your product or service perceived?

E- Experience What do your customers experience during the buying process? Is it easy to make a purchase? Is this the experience they are looking for?

S - Service Do you provide the customer service levels that your customers expect?


By themselves, each of these areas are important but won't necessarily force a potential customer to do business with you. It's the right combination of all three that makes a business succeed. 

Think of the downtown areas of towns that are dying. Store fronts abandoned, businesses barely holding on - while on the outskirts of town, the big box stores are flourishing. Then there are the downtowns that are flourishing. Sure, the big boxes came and created a place for themselves in the community but the savvy businesses downtown adapted. They created a new place for themselves in the community. They created a PES that made people want to continue to do business with them.

This holds true for any product or service. Sure, there are the low-ballers. They give bare bones service but the price is right and the product is OK. That will always attract some portion of buyers. Then there is the higher priced, high quality product with the great service that creates a fabulous buying experience for their customers. A portion of buyers will pay a premium to feel catered to.

Finding the right combination of PES helps you survive in an ever changing market place. Will you be able to sell to everyone? Of course not. There will always be those for whom your product or service is not the best fit. However, by using PES as a strategy to attract customers, you are sure to find your best position to succeed.