Do People Still Buy From People?


‘People buy from people.’ It’s one of the fundamental business truths. It’s drummed into you on your first day in the office.

“People buy you, Ed.”

“People buy from someone they know, like and trust.”

As I say, fundamental truths.

Or are they?

After all, I don’t know Jeff Bezos. No-one I know knows him. And given what Amazon has done to the high street – and not done for UK tax receipts – there are plenty of people that don’t like him. But Amazon is phenomenally successful.

As are a myriad of other online businesses.

And as I look round the TAB York boardroom tables I see more and more business being done online.

So is ‘people buy from people’ fast becoming a myth? Do we actually prefer not to deal face-to-face? Is the ideal business model now to give people all the information they want and then leave them to it?

I was pondering these questions at the weekend when I bought a t-shirt. From time to time I treat myself and buy a t-shirt from Howies. They’re not the cheapest, but they’re great quality, the designs are a little bit different – and I like the story.

In fact for me the two most important words on the website are ‘read story.’ That and the latest happenings from West Wales. The fact that Howies are in a small town in West Wales – Carmarthen – adds to the authenticity and the story. I’m actually more inclined to deal with them than if they were in say, Cardiff.

Back to the story. Here’s what it says on the website:

And one thing you can be sure of when you buy one of our printed organic t-shirts, is that it was screen printed by hand in our own little printshop, here in Cardigan Bay.

Using an old-fashioned carousel, silk mesh screens and a bit of elbow grease, Tomos prints each and every one of them with the same level of skill, craftsmanship and respect for the end product as they deserve.

That ticks every box for me. Local, hand-made, and I even know the name of the person making my t-shirt. In fact, Howies go one step further. When I order a t-shirt I get an e-mail telling me when Tomos will be printing it. So I’m kept in touch, and I’m made to feel that I’m important to the company – and to Tomos. I’m a very happy customer.

But what about a slightly larger scale? We’ve all heard of Boden. One of the things I remember from the early Boden catalogues was the little bit of irreverent description on every page. Maybe it was about the clothes, maybe it was about the model. But it made me feel I was being spoken to directly, that I wasn’t dealing with a faceless, distant organisation.

Did it work? Well, according to Wiki Johnnie Boden, who founded the company in 1991, is now worth £300m. So I think that’s a ‘yes.’

More and more of your business is going to be done online. Whether you like it or not your online presence – and the way you interact with people online – will become increasingly important. But if you’re going to be successful, you’ll need to make it – and keep it – personal. Use your ‘About’ page to tell your story: not to list how wonderful you are. And if you’re not in the centre of York, Leeds or some other major city it doesn’t matter – as the Howies site shows, you can turn it into a positive advantage.

People still want to buy from people they know, like and trust. But these days, ‘know’ may appear in inverted commas: use your online presence to make sure that people like and trust you and you can build a significant business.

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