Satisfy (The Majority Of) Your Customers

When it comes to selling products and services, both online and offline, there are bound to be unsatisfied customers. This is true no matter how good a job we’ve done to service them.

The fact is: we simply can’t make everyone happy. That is simply not possible. Everyone has different standards and expectations. What impresses customer A may not impress customer B.

When a customer’s expectations are not met, they are unsatisfied. When that happens, 3 things occur:

1. They won’t buy our products or services again in the future

The key to making big money is to sell other related products that increase in price and value. In the Internet marketing field, this is commonly known as “back end” products.

If customers are ONLY buying your product/service one-time, then there’s not going to be a lot of money being made. In some cases, you may even lose money by selling ONLY your low-cost front-end product.

2. They will bad-mouth our name to other people

Worse than number 1 above, these unsatisfied customers tell EVERYBODY about our perceivably (at least in their eyes) “poor” product or service. Our supposedly “bad name” spreads like wildfire.

This is especially enhanced with today’s web 2.0 where consumers interact a lot, thanks to the help of social networking and bookmarking sites like Facebook, Twitter, Stumble Upon, Digg, etc. People can interact and communicate freely and easily with one another.

Unfortunately, we human beings behave like herds of sheep.

One bad-mouth leads to another, and people follow other people in joining the bad-mouthing bandwagon, even though they have not purchased the product/service in question yet and hence do not know about its quality.

This is, of course, VERY BAD for our business.

3. They will ask for their money back (also known as refund), if at all possible

When selling physical products, asking for a refund also means that you have to return the purchased goods to the seller/manufacturer. Services-type of goods is harder (or sometimes impossible) to return.

In the online information business, asking for a refund is VERY easy. The customer still gets to keep the product after the refund because in most cases, information products are delivered digitally. This means that customers can consume the digital product, and then ask for their money back, and the product is still in their PCs.

So what do you do if you do indeed sell digital products? Do you actually need to refund the customer’s money if he so requested?

The answer is, of course, YES!

Having sold thousands of copies of my own information products for the past 15 months, there are VERY few refund requests that I’ve gotten. I forgot the exact number (I have to dig through my files to find an exact number), but I’m pretty sure it’s less than 10.

Had I not put up the “money back guarantee” sign on my sales page, I’m VERY sure that there would be a lot less people buying my products.

What I’m saying is: the benefits that “money back guarantee” bring far outweighs its disadvantages.

You might be thinking “That’s great Welly, but what happens if a freebie seeker takes advantage of this? They can buy my digital products, and then ask for a refund. Won’t I be losing money?”

To which I’d answer: That is inevitable. In every market, you’ll find this kind of people. It’s not a matter of IF they’ll rip you off; it’s a matter of WHEN.

My advice is to FOCUS on your good, paying customers instead of worrying for the very small number of freebie seekers who refund your products.

One tip you can use is to record who refunds what, so that if a serial refunder keeps refunding your products time and time again, you can ban them from ever purchasing from you again.

Instead of exerting our efforts and time on a few bad eggs, we might as well focus on our good, paying customers and make them happy so that they want to buy from us again and again.


To summarize, it is a heavy price to pay if we let our customers down (not meeting their expectations). That said, it is also NOT possible to please EVERY SINGLE customer and make them happy.

The key is to cater for the majority of our customers and find out what they want, and strive very hard to please and make them happy, so that they become our lifelong customers. If they’re happy and satisfied with our products/services, there’s also a high chance that they’ll refer their friends to us.

What do you have to say about satisfying your customers? Please let me know in a comment below…

12 Responses to “Satisfy (The Majority Of) Your Customers”

  • Bad-mouthing a business name to other people is a scenario business owners want to avoid. This can destroy the reputation of the business, thus leading to lower sales. With the advent of social networking, bad-mouthing a business is easy. What business owners can do is to counter it with a nice marketing tool like tapping social media and, of course, a better service.

    You can also resort to suing the person if the bad-mouthing constitutes an illegal act.

  • I totally agree. We can’t please everybody. What we can do is focus on making the loyal customers happy. We can send our clients or customers a feedback form via email to ask a few questions that can help us improve our product. This can also help us lessen the refunds. I tried this step and somehow it worked.

  • The fact is: we simply can’t make everyone happy. That is simply not possible. Everyone has different standards and expectations. What impresses customer A may not impress customer B.

    -This is really true. No matter what you do, there will always be some customers who are not content with your service/product. The bottomline is, always give the best service/product and customer service, and everything else will follow suit.

  • This blog post hits the nail on the head.Word of mouth is probably the best form of marketing in some niches.

    Customer support and satisfaction must be top priority and even though you can’t please everybody, you must do your best to do so.

  • There’s a truth what this blog says. It’s impossible to make all customer happy but atleast the majority are.

  • In regards to offering a refund, I always do unconditionally. If you do right by your customers than only 3 percent should ask for a refund, and that is a consistent figure across many industries online.

    Offer a no questions money back guaranteed seals the deal for a lot of online shoppers. The number of customers you gain by promising their money back if they are not satisfied exceeds the number that you lose.

    You just have to accept a certain, small percentage of people will ask for their money back, but it’s fine assuming the quality you sell is good.

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  • Hi Everyone:

    Sorry to hear that we have Product Owners so willing to rip their peers off by taking the money and not providing the products. Word of mouth advertising even on the web is worth Millions.

    Great posts guys and as always excellent advice.

    Chat later,

    the plain and simple girl.

  • [...] Mulia presents Satisfy (The Majority Of) Your Customers posted at Internet Business Make Money Online With Welly Mulia When a customer’s expectations are [...]

  • @Ferry: Yep, you second my thoughts.

    @James: This is very sad. And it is this kind of product owner that gives other good product owners a bad name. I’m sure the majority of product owners are not like that. Stick with us good guys okay? :P

  • James E

    There will always be someone trying to rip you off. As you say they buy your product and get it downloaded then they want their money back.

    There are also some marketers that get paid for a product but the customer never gets what they bought.
    I know this because it happened to me. Some one sent me an email telling me his friend was letting him give me that persons product for free. I opt-in and the back end sale poped up where I could get the videos foe $12.00 I paid through PayPal. He got his money but I am still waiting on the product. I ordered it June 19,2009. I have sent him several emails (7) and so far I have received no answere. I did receive one wanting me to buy something else.

    I filed for a refund with PayPal today. Don’t know if Arne Larsen from bakkeveien 5, oslo, europe 0281, NORWAY will send the refund or not. He got the only money he will ever get from me. I bough a product from Welly and I had no trouble getting it.

  • Focusing on servicing paying customers is a good strategy. Rather than always worrying about someone will rip you off by refunding your product. Nice one you got there.

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