It’s true, your customer doesn’t care… about you. They care about themselves, their needs and wants.
The single biggest mistake entrepreneurial mistake is we begin with the assumption that we “know what people want” and then think we have something to "tell" people. We build something and then try to go out and find customers.
What if entrepreneurs were to begin with the customer, figure what they want and then invent or build what they want? It turns the whole creative process on it’s head.
When entrepreneurs start with “look what I have to offer” without first consulting the intended market/customer we still have to go through the creative process. We still have to figure out how to sell what we’ve made — that can become very expensive.
When we think, "I need some new customers" and when we do that we are thinking of our own needs first. We need to, at a minimum, approach our needs from…
"I need some new customers, how can I make an offer that will clearly demonstrate how I can help them and be profitable for me?"
The basis of all commerce is trust and rapport. When we approach our marketing from a "needy"place we are not in alignment with our prospects or customers needs. Plus we have lost sight of our primary role as entrepreneurs, we are communicators.
As communicators we need to look further down the road of understanding the customers needs.
Next, we have to speak to something the customer cares about. We need to communicate that we understand their needs and wants.
Lets look at an example. In the case where a person is looking for a house to buy. If you are a realtor you are focused on selling the customer a house, they will love living in.
However, the customer is thinking about the house and a whole bunch of other things.
Things like moving, insurance, packing, mortgage, budget, lawnmower, kids feelings, taxes, decluttering, painting, cleaning the old place etc.
I realize as a realtor you cannot cut their lawn, moving, packing etc. However you can empathize and provide access to information that will save them time.
You may also choose to be the one to connect them with service providers who can help them move, clean their old place and maybe even a house painter to put a nice fresh coat of paint in their new place.
Here is the really important point, you need to demonstrate that you understand and empathize with their challenges.
Remember, people don't care how much you know, until they know how much you care.
There are numerous ways you can demonstrate you care, how you do that is up to you.
I strongly recommend that before you begin to think of your marketing, you first get in alignment with your customers needs, wants, emotions and perceptions. It will go a long way to helping you help them, which is after all the fundamental reason to be in business, to help.
Before making ANY major changes or investment your first job is to confirm your business is in alignment with your customers needs, wants, emotions and perceptions.
Knowing whether your business, marketing and operations are either in or out of alignment with your customers is the most important step.
If you ace this you will easily become hyper-focused and will have a compass to keep yourself and the business on course. If you fail to confirm and understand your customers needs, wants, emotions and perceptions — you and the business will continue to flounder.
Appealing to a customer's needs and wants is essential for any successful business. Here is a simple 3 step process that you can implement to ensure your business is in alignment with your customers:
- Understand your customer. Take the time to get to know their needs, wants, emotions and perceptions.
- Speak to something the customer cares about. Demonstrate that you understand their challenges and empathize with them.
- Offer solutions. Provide helpful information and connect them with service providers who can help them achieve their goals.
These steps will help you build trust and rapport with your customers, and position your business as the one to turn to when they need help.
To get a better understanding of your customers emotions and perceptions, consider asking the following questions:
- What do you want to accomplish?
- What are the biggest challenges that you face?
- What do you need to feel valued and respected?
Asking questions such as these will help you gain insight into your customer's thoughts and feelings, and allow you to create a connection that will make them feel heard and respected. With this understanding, you can better tailor your services and offerings to their needs.