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Key Takeaways Discount-driven customers in the LLC space are high-intent buyers, not bargain hunters avoiding commitment.
Price sensitivity reflects the realities of starting a business, not a lack of loyalty or follow-through.
Misclassifying coupon users as low-value is the real problem — and it’s one founders create for themselves.
Generally speaking, discount-driven customers are not trusted by business founders.
The assumption is that they’re low-value, price-sensitive and likely to move on to something else. The thinking behind this is that if someone needs a coupon to complete their purchase, they aren’t the kind of customer that can be built around.
While this assumption may seem logical, it’s wrong in the LLC services market.
The misread on coupon users
Customer behavior in the LLC services market is determined just as much by market structure as by individual preferences.
In a highly fragmented space, many providers offer similar services and have relatively low switching costs if someone is looking for a change.
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