Yesterday I was at a higher end grocery store purchasing some wild caught fresh water fish. I have decided to investigate and begin to purchase organic food farmed in sustainable and environmentally responsible ways.
As the butcher passed me the expensive paper-wrapped parcel, I asked, “I haven’t heard about mercury levels in fish lately, do you know how much mercury is in this fish and how much fish is still healthy to eat in a week?”
He said, “No I haven’t heard anything about mercury levels in fish in a long time.”
Me: “Hmmm, that could be good or bad, I guess.”
Him: “Google it.”
And with that, our conversation was over.
It occurred to me that more and more people are beginning to use Google as an excuse for lack of education about the very products they are selling.
Why should I, your customer, believe that your product is superior to anyone else’s if you, the expert, haven’t even bothered to learn about it? What do you think would have happened if he responded the following way instead:
“You know, I haven’t heard any information on mercury in a long time, but I’ll try to find out for you. Ask me next time you come by to purchase meat and I’ll try to have the answer. If you need the answer sooner, I bet there is a lot of information if you do a Google search.”
Not only has he guaranteed that I will return to buy more meat, but he’s committed to educating himself and made a loyal customer out of me.
Instead, I’m at home looking for answers on Google, and possibly being introduced to his competition.
Interestingly enough, the same experience was not true in the wine aisle. While there, I was offered a wealth of knowledge and the bottle of wine he suggested, cost less than the fish to accompany it.
Google is not a replacement for good product knowledge in your business.