Know Your Clients
If you are not taking care of your customers, your competitors will
– Bob Hooey
Every business owner should understand that potential clients will always have two fundamental expectations.
They expect you to:
– Know your own product and your company.
– Know something about them and their individual needs.
It is also helpful to know about your competition. Small efforts like conducting some background research before a sales meeting can help determine customers’ values and needs. Being knowledgeable about customers and the environment they transact in is a trait that every sales person must possess. The more analysis you conduct as a salesperson, the better positioned you are to solve your clients’ problems comprehensively.
Conducting primary research by collecting data from the customer themselves is usually cheap and quick. This process can be as simple as asking them for their ideas, their comments, and opinions. Customer opinion is very important. If you observe how consumers handle your product, you could discover the product’s most valuable features. In turn, this would enable you to better take care of the clients’ specific needs.
What is customer value? Consumers all benefit from the products they choose, but at a cost. That is, the purchase price paid for a given product. Customer value can be defined simply as the traits that a customer requires from their purchases, in exchange for the money they spend.
What are some of the things that customers value? Here are the top 5:
- Ease of doing business (People pay for convenience)
- Quality of the product/service
- Reliability of product and provider
- Customer service
- The overall value for the amount of money spent (meets their needs and solves their problems)
Immerse yourself in their world, and understand all aspects of your product in their eyes. You should also fully understand all of the disadvantages to your product’s use, as well as any alternatives that may lie with your competition.
Another way to determine the needs of the customer is to simply ask them. Explore what their ideas or suggestions are for the product. This will better help you present your customer with viable solutions and build rapport with the client.
Set yourself up for success by KNOWING YOUR CLIENT!