Listening To Your Customers
Learning How To Listen To You Customer
First off, does your target customer really need your product and or service? Do you offer a perceived value? One of the problems I see done is weak marketing to perspective clients. Are you relying on a hot headline or incredible graphics to reach them?
Then your going after the wrong target and most of the time it is because your advertising is written poorly. You want them paying attention to the perceived value you are offering them over the next guy. Remember value is in the eye of the customer and price point is not value. Let me repeat this part again price point is not value. However most companies believe that price point is every thing, and the guy that believes price point is every thing, Never gets ahead or is always crying about it’s hard to get new customers. Most advertising campaigns fail.
Another thing customers know what they want not what they need, so you need to custom your marking to individual customers to fit there want not there need! So how do you find out what exactly they want? That is the big money question,but it is very easy, just ask. They will tell you what they want.
It is easy to sell them what they asked for then what you think they need. Let me clarify this a little, you know what they need, after all you’re the pro, but the customer is telling you what they want. All you have to do now is give them what they want to fit their need.
I was going after a new customer that has six restaurants here Colorado, he had a carpet cleaner for years, the guy did ok but this customer was picking him on price only. He was not to happy with the work done, the contractor would not move tables or get the gum out of the carpet, but the customer just lived with it because he felt he could not do any better with in his budget. To makes a long story short I listened to the customer and landed the contract and he was happy because the perceived value he created in his mind. Plus it was $4,000.00 a year higher than he had been paying.
You can be sure that your customer is always looking for better value to make sure they have not made purchase error. When you sell them what they want, they need to feel confident that you will back what ever they bought from you.
Buyers remorse is a sure contract killer if you don’t back what you promised, After all your reputation is on the line.
One more thing, after spending the time to get to know what your customer wants, asks for the money. I don’t know how any times I have gone in behind another contractor that had given the perceived value to the customer and never asked for the money. They sold the job and I got the money.
Ask for they money!!!
Last edited by splbrad; 02-24-2008 at 03:05 PM.