They don't want your products and services
They don't want poor or average customer service.
They don't want a bad experience.
They don't want to pay too much (or too little).
They don't want unkept promises.
They don't want to be sold.
They don't want to know what your products or services do (which isn't about them).
They don't want to know how your products and services do what they do.
They don't want to be asked for forgiveness.
They don't want excuses or reasons why you don't deliver.
They don't want to feel ordinary in your store or using your services.
And they don't want to feel like they have no other options.
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