Let Customers Tell You What They Value
Posted by David Bennett Fri, 09 Jun 2006 17:01:00 GMT
If value is in the ear of the beholder, then listen to your own words from the customer’s perspective and realize it’s all about what they are buying, not what you are selling. The following guidelines will help you ease the transition into their world.
1. Start with Needs – Why do clients/customers engage your services? It is not because they want services such as a CMA or Internet advertising or contract negotiations. It is because they need to be assured the price they ask for their home is in the correct range; they need negotiating skills which, in turn, give them reassurance they are getting a fair deal, if not an excellent one; they need to sleep better at night knowing their risks are reduced through your expertise.
Think in terms of what client needs you can fill, not what services you can offer. Clients/customers may not always understand what your services are all about, but they certainly will understand how relieving their stress and worry or reaching their target return on investment impacts their lives.
Think in terms of what client needs you can fill, not what services you can offer. Clients/customers may not always understand what your services are all about, but they certainly will understand how relieving their stress and worry or reaching their target return on investment impacts their lives.
2. Ask Your Clients – If you already have customers, then ask them why they decided to work with you in the first place. What is it that made you distinct in their minds when they chose you? What benefits did they gain from the work you have done? How would they describe your work to a colleague if they were to recommend you? (If you don’t yet have customers, find prospects and ask why they use your type of services.)
Listen carefully to your their answers. Listen for key words or phrases that are used frequently. Listen for the real hot button needs that evoke strong emotion or conviction. Suspend any preconceived idea of what you are about to hear. By listening with an open mind, you will most likely be surprised, and will discover the real value you provide.
Listen carefully to your their answers. Listen for key words or phrases that are used frequently. Listen for the real hot button needs that evoke strong emotion or conviction. Suspend any preconceived idea of what you are about to hear. By listening with an open mind, you will most likely be surprised, and will discover the real value you provide.