While you know exactly what you love about your business and what you think are your biggest selling points – do you really know what your customer’s value and love about you?
More often than not business owners are selling what they want to sell rather than selling what their customers want to buy. To make sure you're not one of them, here are four quick checks to ensure you're not assuming what your customers want, but rather listening to what they value.
1. It’s in their frustrations
If you want to know what your customers and potential customers value, look at the common frustrations and stereotypes of your industry. What do people groan and complain about? What are the common bad experiences?
Now that you know what people don’t appreciate, list the opposite and you will start to see what your customers and potential customers will really want.
2. It’s in their objections
Don’t be put off by objections, objections are your potential customers way of voicing their concern and when handled right they give you the opportunity to make a more personalised sales pitch to get them over the line.
Though in saying this it is important to pay attention to them and make a note of the objections that keep coming up. Is there something that your customers and potential customers need that you aren’t providing? Are there benefits or features that you aren’t promoting that you should be?
Through objections your potential customers will tell you what is important to them, what they need to know and give you insight into how they make their buying decisions.
3. It’s in their testimonials
Look over the testimonials you’ve received from your past and current customers. What have they praised you for? What have they valued? What are the common themes through all of them?
Chances are that the key features, benefits and results that your past and current customers loved are also the same features, benefits and results that will appeal to your future customers.
4. It’s in their introductions
Referrals and introductions are also a great way to gain insight into what your customers and business associates value about you. More often than not when someone introduces you in business they will lead with what they see to be your biggest point of difference, key area of expertise or your top benefits.
So the next time someone introduces or refers you, don’t just focus on the new contact, focus on what they have said to get the new contact interested and wanting to talk to you.
When all else fails remember you can ask!