Why Customers Choose YOU Over Amazon (It’s Not the Specials)

Your customers can buy body wash, skincare, and plenty of other products with a few taps on their phones. They can compare prices, read reviews, and have a package on the way in minutes.

So why do they choose to shop with you?

In this episode of The Other 99%, Lisa and I talked about what customers actually value in a direct sales consultant. A monthly special might catch someone’s attention, but the experience you give them is what can make them want to come back.

1. You Make Shopping Easier

A large catalog can feel overwhelming, especially when someone doesn’t know where to start. Your customer may have to sort through dozens of products and descriptions just to find a cleanser that fits their needs.

You can make that decision easier by asking a few questions and narrowing the choices.

Instead of sending someone your entire skincare catalog, you might say, “Tell me a little about your skin and what you’re hoping to change. I’ll suggest a few places to start.”

Be the easy button: Give customers a short, thoughtful recommendation they can actually use.

2. You Give Recommendations They Can Trust

There’s a big difference between saying “Everything is amazing!” and explaining why a particular product might work for a particular person.

Customers trust you with their questions, preferences, and sometimes their concerns about ingredients. They need honest answers. If you don’t know something, take the time to check before making a recommendation.

And it’s okay to admit that a product isn’t your personal favorite. You don’t have to love everything in your company’s catalog to be a great consultant. Honesty helps people trust the recommendations you do make.

3. You Know Your Products and Policies

Customers feel more confident when you understand what you sell. Using the products yourself helps you explain how they work, what you like about them, and what someone should expect.

It also helps to know where to find current ingredient information, ordering details, and your company’s satisfaction or return policies. Those details matter when a customer has a question or a product doesn’t work out as expected.

A useful question to ask yourself: Could I help a new customer choose, use, and get support for this product?

4. You Make It Convenient to Buy

Someone can be ready to order and still give up if they can’t find your shopping link.

Look at your website, social media profiles, and emails from a customer’s point of view. Is it clear where to click? Does the link take them to the right place? Can they get help without searching through old posts?

Convenience is part of customer care. Once you’ve helped someone decide, make the next step simple.

5. You Communicate Without Turning Every Message Into a Sales Pitch

Customers may want to hear from you, but they don’t want every interaction to feel like an advertisement.

Before you send an email, text, or social post, ask: “How does this help my customer?” A tip for using a product, a personal story, or a reminder about something they specifically asked for can be much more useful than another copied sales graphic.

Your company can announce the specials. You can explain what matters about them to the people you know.

6. You Remember What Matters to Them

Lisa remembered that I was looking for my favorite guacamole seasoning. When it was available, she reached out and made it easy for me to order. That felt personal because it was personal.

You don’t have to keep every detail in your head. A customer relationship management tool—or a simple, organized list—can help you remember favorite products, questions, and requests to be notified when something returns.

The point isn’t to make a message sound personal. It’s to pay attention so it truly is.

7. You Help After the Sale

The relationship doesn’t end when an order is placed. A product might arrive damaged, go missing, or sit unused because the customer isn’t sure what to do with it.

A follow-up gives you the chance to check that the order arrived, answer questions, and share a helpful idea. If something went wrong, you can help the customer find the right next step.

For a food product, that might mean sending a recipe. For skincare, it might mean explaining where a new product fits in a routine. Your goal is to help them enjoy what they bought.

8. You Respect Their “No”

A customer saying “No, thanks” to an offer isn’t necessarily rejecting you or your business. They may simply have enough product, have other priorities, or want to wait.

One of my customers passed on a jumbo body wash I knew she loved. I worried she might be done buying it. A couple of weeks later, she reached out because she had run out and was ready to order. Her first answer really did mean “not right now.”

Accept the answer without pushing. If it makes sense, you can ask whether they’d like you to check in later. Then respect what they tell you.

9. They Get to Know the Person Behind the Business

If your social media feed is nothing but company graphics and product promotions, people don’t get much chance to know you.

Share the products, of course. But also share your experiences, your sense of humor, and the parts of everyday life you’re comfortable sharing. A photo of you using a face mask may start a better conversation than a graphic listing its price.

Customers can visit a company page for company announcements. They follow you for your perspective and your help.

10. You Make Them Feel Appreciated

A sincere thank-you matters. So does remembering a favorite product, checking on an order, or sending a quick note when someone has referred a friend.

Appreciation doesn’t require an expensive gift or a discount on every purchase. It does require noticing the person who chose to support your business.

I thank my customers after they order because I want them to know I appreciate them. I don’t take that choice for granted.

Customer Service or Customer Annoyance?

Lisa and I played a quick game in the episode. These examples are a helpful gut check for your own customer care:

Helpful customer service	Likely customer annoyance
Letting someone know a favorite product is back after they asked you to	Messaging your whole list to ask, “Did you see my post?”
Checking whether an order arrived	Posting the same sales graphic three days in a row
Telling a regular buyer that their favorite product is being discontinued	Adding someone to a group without asking

The difference is whether your action responds to a customer’s need or asks them to pay attention to yours.

Try the “Shop Your Own Business” Challenge

Pretend you’re discovering your business for the first time. Look at your website and social media profiles as a potential customer would, then ask:

• Can I quickly understand what’s being offered?
• Is it easy to find the right shopping link?
• Do the recommendations feel useful and trustworthy?
• Can I see the person behind the products?
• Would I feel comfortable asking a question or placing an order?

For an even clearer view, ask a friend who doesn’t know your products to walk through the same steps and tell you where they get stuck.

Other consultants may carry the same catalog and offer the same specials. The care you give your customers is yours to shape. Make shopping easy, be honest, follow through, and help people feel remembered. Those are reasons someone may choose to shop with you again.

This post was inspired by an episode of The Other 99%. Join Lisa and me each Tuesday for practical tips and honest conversations about building a direct sales business you truly love.