Do you know why your customers are your customers? Do you really understand why they buy from you? Knowing the answers to these two questions could make a world of difference to the success of your business.
You may think it’s because your customers desperately need the product or service that you sell. But it may also be that there are a host of other reasons why your customers are buying from you. It could be a prestige thing, it could be a habit, it could be to keep their spouse happy, or it could simply be convenience.
Knowing the reason customers buy from you currently is one thing, but knowing what is important to your customers is taking it to the next level. Once you understand what is important to your customers, a myriad of opportunities opens up for your business.
First, it can help you guide your decisions in terms of changes that you are planning within your business. If you understand that a particular aspect of your business is important to your customers, you will be able to focus on those aspects as your business develops.
Secondly, knowing what is important to your customers allows you to target your marketing message. If your marketing message is saying “hey, we do this very important thing”, other people who also believe it is important will be more receptive to your advertising message.
Finally, it can also guide you in terms of products or services to add. If you currently don’t provide an item that is important to your customers, by adding that particular item, customer loyalty will be improved and that’s got to be a good thing.
So how do you find out what is important to your customers? The obvious answer is to ask them - but you’ve got to be a bit smart about asking your customers. Don’t just ask “what’s important to you?”
You need to be able to gain more feedback from the conversation by providing some options, or perhaps getting them to rank some options before they start making suggestions. This way, you gain a more considered response and a more valid assessment of what is really important to your customers.
Assuming that you already know what’s important to your customers without actually taking the time to find out, is the ultimate in business arrogance. The business world is forever changing, along with the growing needs of your customers. You need to make sure that you involve your customers, and they will appreciate the opportunity to provide you feedback.