As we step into a new year, it’s time to address the elephant in the room, one that has quietly shaped how many entrepreneurs build and market their businesses.
For years, business owners have been misled about what customers truly want. I’ve decided to be the one to say it plainly.
As a business mentor, I hear this phrase constantly: “Customers want authenticity, that’s what my brand is built on.”
When I hear this, I usually know the source. It often comes from business coaches, content creators, or a long stretch of binge-watching YouTube videos.
Now, let me be clear, customers do appreciate transparency and honesty. Those qualities matter. But when consumers make purchasing decisions every single day, authenticity is rarely the deciding factor.
Think about it. When was the last time you scrolled through a website or read a product label searching specifically for “authenticity”? For most people, that accounts for a very small percentage of buying decisions, if any at all.
So why does this narrative persist?
Because it sounds good.
Authenticity feels noble. It feels altruistic. It allows business owners to believe they’re offering something deeper or more meaningful, without having to define or measure it. And for some coaches and content creators, it’s an easy concept to hide behind. After all, how do you quantify authenticity? How do you measure it?
The truth is, customers are far more practical.
So what are they actually looking for in a company?
Let’s talk about the tangible factors that truly influence buying decisions and what you, as a business owner, should focus on to increase sales in the year ahead.
What Customers Really Want
Affordability
Affordability has always mattered, but in today’s economic climate, it’s more important than ever, especially heading into 2026 and beyond.
Many business owners unintentionally price themselves out of the market by overpricing products or failing to properly source ingredients, supplies, or equipment. Customers want products and services they can afford and repurchase consistently. If your pricing doesn’t align with your audience’s reality, sales will suffer no matter how authentic your brand feels.
Proven Results You Can Trust
There’s a reason reviews and testimonials are so powerful. They provide real-world validation from people who have already done business with you.
Authenticity won’t save a product or service that doesn’t deliver results. Customers care far more about whether something works than how heartfelt your brand story is.
Your priority should be creating offers that consistently deliver on the promises you make. You won’t please everyone, and negative reviews are inevitable. But if your feedback is overwhelmingly positive, that’s a strong indicator your business is on the right track.
Easy to Buy, Simple to Access
If customers have to work too hard to purchase from you, they won’t.
Slow websites, forced email sign-ups, excessive pop-ups, hidden pricing, or requiring customers to place orders via DM all create unnecessary friction. Today’s consumers expect convenience.
Your products should be easy to find, clearly explained, and quick to purchase, with minimal clicks. For service-based businesses, this means having booking software or a website that clearly outlines services, pricing, policies, availability, and payment options without confusion.
Fast Delivery & Quick Turnaround
Amazon has permanently changed consumer expectations.
People no longer want to wait days or weeks for their orders; long lead times and vague shipping windows often send customers elsewhere.
If fulfillment takes too long, it may be time to reevaluate your production or delivery process. Whether selling physical products or services, speed matters. Customers appreciate businesses that respect their time and needs.
Hassle-Free Returns & Refunds
Return and refund policies are one of the most overlooked—and most important—parts of a business.
I’ve reviewed countless policies written in all caps, filled with exclamation points, or packed with restrictions that make returning an item stressful and unpleasant. Policies that declare “ALL SALES FINAL” or require extensive inspections before refunds are issued often do more harm than good.
At the end of the day, customers don’t want to lose money. They want reassurance that if something doesn’t work out, they won’t be punished for it.
Stop writing policies based on worst-case horror stories from jaded entrepreneurs. Many of those situations stem from poor business practices, unclear expectations, or misaligned offers.
Instead, ask yourself:
- Would you want to stress over returning an item?
- Would you want to wait weeks for a refund?
I speak from experience. I’ve always offered generous, customer-friendly refund and return policies across my businesses—and it has never hurt me. In fact, it’s done the opposite. It has built trust, increased sales, and created loyal customers who return and refer others.
Authenticity alone doesn’t drive sales; value does.
When your business is affordable, delivers real results, is easy to engage with, moves quickly, and protects the customer’s investment, sales follow naturally.
Focus less on abstract ideals and more on practical execution. That’s what customers are really buying, and that’s how businesses grow, even in challenging markets.
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