What are the customer's main concerns?
In the movie “The Wolf of Wall Street,” the main character is asked to sell a pen; most people immediately start thinking about selling techniques and words they can use to sell the pen. However, the answer may be in one simple question, what is the customer´s main concern?
The answer resides in knowing who your customer is. To determine the intent of the pen, you must understand and anticipate to the customer’s direction.
There are thousands of questions about how to exceed your customer’s expectations, however, there are some pillars that must always be considered to achieve this goal.
Here are 6 tips to go above and beyond your customer's expectations.
- Anticipate the customer’s direction
The world is quickly evolving, but in which direction are we heading?
Anticipating the direction of your customer could help you to design strategies to align with your client's ambitions. For example, let's assume the customer does not solely want his pen to have writing capabilities but instead wants to also be able to use it with his tablet. To satisfy your customer, you need to make sure the pen you offer complies with these two features (the actual pen and the soft end for the touchscreen).
- Identify our customer’s pain points
Now that you know the direction of the customer and goals, identify their pain points.
You could be using the wrong selling approach because you were unable to identify their needs. Perhaps the customer wants a new pen for the tablet because the old one was too fragile and made of wood; they now want a durable pen made of steel. Using that small piece of information, you can save time by getting the right product to them, instead of trying to sell something the customer is not interested in buying.
- Reduce the noise
How many times have you been involved in a situation in which you talk about “Red” and your customer talks about “Blue” and they keep coming back to “Blue” every time?
Reducing the noise means to give the customer what they need. Make them forget about their previous mindset so they can be 100% open to hear what you have to offer. For example, to this customer the pain point is the pen, but you sell tablet covers, he won’t listen to you because he is thinking about the pen; give this pen to the customers and then they will be more likely open to know what else you could make.
- Service first: Going the extra mile
In today’s world we must strive to have a perfect service for everything we offer. Buying a cup of coffee is not new in the world, but coffee companies are going the extra mile, offering best customer experience and service.
When working with your customers, make sure you deliver what you are committed to, but add value to it, so you will move to the next step; more business, increase sales, innovation, etc.
Going back to the pen example, make sure you sell the pen, then focus on the tablet cover, but continue to innovate and move forward. If you do not, others will.
- Invest in the technology and Innovation
3M has a policy that allows the employees to use 20% of their weekly time in “thinking and innovating,” the result is more than 100,000 patents.
I remember my first mobile phone weighed around 4 kg, current mobile phones are less than 200 grams, in addition to providing thousands of apps. Innovation and constant investment will allow us to grow and keep that gap between us and our competitors.
- Retain and start over
Now that you have your customer engaged with one pen (shiny and light), and one tablet cover (quite fancy), you probably have a happy customer. Maintain that condition and start over.
Never take anything for granted, the cycle is continuous. Presence and attention make the difference between success and failure.
Stay attentive to the details and keep your eyes and ears wide open. What does my customer need or want? What is that secret project your customer is working on? Most of the times, the next opportunity is already in front of you.