Should Black Businesses Expect Loyalty from Black Consumers?
As head of an international Black business organization I have to ask that question all the time from different vantage points.
Should Black businesses EXPECT loyalty from Black consumers?
Should BLACK businesses expect loyalty from Black consumers?
Should Black BUSINESSES expect loyalty from Black consumers?
Should Black businesses expect loyalty from Black CONSUMERS?
Should Black businesses expect LOYALTY from Black consumers?
OK, you get the point. Putting the emphasis on different words creates different or varying outcomes. So it depends on what one emphasises.
And from my perspective, that's where the problem begins. We aren't all on the same page. Some of us are operating off of our own limited "expectations" and not seeing the "big picture".
Others are operating off of their idea of "Blackness" alone.
Still others are operating off of their interpretation of standard market "business" practices.
And some are operating from the perspective of "consumers".
We may all have different perspectives on expectation, blackness, and business. But one thing is certain, in America, we are all consumers. And today's consumers are not loyal.
There was a time that Blacks tended to be "brand loyal", but that is fading away very quickly, given so many more options to buy in the marketplace.
Yes, we like what we like. But we do what we do, based on how the "mind-motivators" of television, movies, cable and other media directs us.
You may think that you're in control of your likes and dislikes, but in reality you are only responding to the advertising, marketing and promotion of a range of limited product/service choices and buying options.
The products and services that we are exposed to, by in large, are limited to what is presented to us in the media.
The ability to reach you as a consumer is driven by a series of factors, including target marketing, laser advertising and buzz or hype promotions.
Over the years, as we have been integrated into mainstream markets, our under-nourished appetites and issues of self-esteem and self-worth, have caused us to become the "consumate consumer".
As a result, many of us are operating off of the ideas of scarcity and reacting in fear of not be included, instead of responding in love for one another.
Every other ethnic group at one level or another will view choices on a "culture first" basis. Black people in America tend to do just the opposite. Somehow believing that to deny ourselves is to be more open-minded and tolerant of others.
It is our so-called "open-mindedness" that has allowed others unchecked access to our thoughts ... which control our beliefs ... which control our behaviors.
Others more in control of our choices, income opportunities and lifestyles have defined us from the cradle to the grave. And we have mostly accepted their definitions, somehow thinking nevertheless, that we were not personally affected by it.
It is our children who are most vunerable and have been our weakest link. They tend to be more duly influenced by what is deemed socially acceptable, en vogue, hip, or current.
Older adults follow suit, in an attempt to also be viewed as socially acceptable, hip or current. So a cycle of uncontrolled spending of 97% of all that we earn leaves our communities every week. It has gone unchecked now for decades.
WE ARE AMERICA'S BIGGEST CASH CROP
Black people can be counted on to buy whatever is the "latest, greatest craze" and stimulate anyone's economy with our too few dollars.
America knows that the more consumers America makes or creates, the more wealth those with economic power will make.
Our choices in marketplace buying and spending have become predictable ... almost stereotypical and certainly easily manipulated.
The loss of our own consumer market has caused many problems for Black businesses and the viability of a vibrant Black community.
The truth of the matter is, we don't have to live next door to one another to have our own financial or business market. Most people live in diverse areas, but still are able to successfully do business within their own cultural group.
As Black business owners, we need to understand what drives the market and not just operate off of sometimes false assumptions about what Black folk should or shouldn't do based on anything associated with "freedom of choice".
We are not yet free enough from the influences of those "hidden persuaders" to be strong enough to be in control.
Become a student of your market. Learn and understand what your target or niche market wants and then seek to be the best supplier of what they want.
Be competitive with your self. Be cooperative within your market. Networking is a part of that cooperation.
Not doing that will cause a deep dip in your income, especially if you maintain outdated outlooks about what you expect the market will bear.
To be viewed as viable today, Black businesses will have to "fight fire with fire". Our fire will still have to be hotter, but it will make a big difference when we come as close to consistently "bringing the heat", as possible.
The best strategy is to provide world-class value in products and services, exceptional pricing, and exemplary customer service. We should always seek to be consistent as we under promise and yet still over deliver.
The good news is, we can win our market share back. Even better news is, we can win some of their market too. This economic upheaval will certainly create more opportunities for those astute enough to make the right moves.
We can succeed beyond the limitations of this new economic order, if we see and then do, what's possible when we organize and work together in harmony and love. Let's bring the heat!
Join Black Business Builders Club -
http://www.blackbusinessbuilders.com
Posted By: Lee Green
Sunday, October 5th 2008 at 8:25PM
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