Today’s business climate requires efficient execution and laser focus. Many out there are looking for new customers or new clients, yet competition is fierce and customers are reluctant to make changes that could disrupt their business or are also extremely frugal.
That is why it is critical to understand the customer’s needs and concerns. To learn this, you must ask a lot of questions and talk with them, preferably in a face-to-face meeting or Skype call for improved communication since email has its weaknesses. You can then leverage what you learn from one customer in your marketing and sales efforts with other new customers.
By better understanding their day-to-day business world and the issues they deal with day in and day out, you can provide a more compelling solution for the client. Ask them what they’d change at work? What they like about the current product or service they use? What they don’t like? Are there concerns about the costs for transitioning to your product or service? Who within the business uses the product/service? Who maintains it? Keep in mind the customer might not always know what he or she wants or needs, so pull information from the various employees at the customer to better understand their possible needs. They might be complacent and not aware of how your product or service could be adapted to improve their business.
So try to understand your customers and their business. Visit their office and see how they work. Try to meet with other employees in the business who would be impacted by your product or service. The people using the product/service are often not involved in the purchase but can provide insight and sometimes be the squeaky wheel for change.
The key is to understand as much about the customer as possible so you can provide a more compelling solution as a partner rather than a simple vendor. Helping them achieve their business goals will likely help you achieve your goals as well as will help secure this customer and connect with new customers.
