The Fickle Buyer (A Walk on the Whernside)

Great Whernside


That’s the weather. That’s people. That’s your buyers.

This picture shows a view from the top of Great Whernside in the Yorkshire Dales of England. Notice the blue sky.

This was the highest point on a circular walk enjoyed with a local walking group. Dry, sunny, warm. Beautiful.

So different from the weather last year when we wanted to tackle the same route. That day, the clouds were gunmetal grey, the temperatures were more wintry than spring-like, and the wind whipped through the car park with such ferocity it was hard to open the car door or prevent it from swinging wildly open (depending which side of the wind the door was on).

There had also been heavy overnight rain to add to several days of rain. The marshy hills would have been even more boggy than usual. The wind forced you to lean into it to remain upright. The decision was made to do a different walk – at a slightly lower level and more sheltered from the elements.

Weather can be fickle.

And it can sway people’s decision-making. If the forecast is bad, some people pull out of organised walks. If the forecast for a strenuous walk is for exceptionally high heat, some people pull out.

You just can’t please some people. People are fickle, too.

(Me? I just turn up, whatever the weather).

It’s not just an issue that affects walk leaders and guides. The weather affects how people think. And people can make, chop or change decisions in the blink of an eye.

It’s a fickle world.

You never really know what people are going to do. So it makes sense to keep you, your brand, your products and your services in their minds as frequently as you dare. (It’s one of the reasons washing up liquid and washing powder/gel companies keep investing in TV ads).

This advice is good for any business in the “outdoors” market. By that I mean individuals, organisations or companies who are involved in any of the following: walking holidays, trekking holidays, adventure holidays, expedition holidays, mountaineering holidays; climbing; cycling; outdoors clothing, footwear, gear, kit or accessories; training in navigation, First Aid or mountain guide leadership; tourism boards; accommodation and transport providers; landscape photographers; map makers; and more.

Too often the marketing in this sector appears quiet, infrequent, filled with “majestic mountains” and “perfect place for…” cliches, and a startling lack of imagination.

This can lead to a business being unseen, unheard or ignored.

Remember. People are fickle. Buyers are fickle.

They need to know who you are.

They need to know what you offer.

They need a reason to choose you over somebody else.

Tell them. Tell them. Tell them. (As often and smartly as you can).

If you would like some help with that, you know where to go.

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