WHAT CUSTOMERS REALLY WANT

WHAT CUSTOMERS REALY WANT

from the article "10 Things All Customers Want"
By Steve Tobak | February 1, 2011

http://www.bnet.com

Never before in history has a society bought and sold so much stuff. We’re all part of a giant food chain of products and services. That means, in all likelihood, that you’re not only a customer, but you have customers, too.

Since you’re on both sides of the equation, it stands to reason that you’d treat your customers the same way you’d want to be treated, right? It seems so obvious.

But do we do that? Do we do the obvious thing? No, most of us don’t. Instead, we hoist customers high up on some pedestal. And because we revere them, we treat them differently … when we shouldn’t.

We think of our customers as authority figures. And how do we interact with authority figures? Our parents, our teachers, our bosses? Differently. We’re not genuine with them because we’re afraid it will change their opinion of us. We put on airs. We spin the truth.

That’s dysfunctional behavior with all sorts of unintended consequences.

I’ve been selling products and services as far back as I can remember. My customers have ranged from corporate giants to tiny startups, from engineers to CEOs, from Tokyo to Istanbul. And you know what? They all want the same things. Some are relatively straightforward while others are counterintuitive. In any case, here are …

10 Things All Customers Want

1. Your honest assessment of the competition. Customers want information. And if you can be balanced and honest about it, they’d love to get your assessment of the competition.

2. Bad news. Give it to them straight, face-to-face, in a timely manner. Moreover, be prepared to pull out all the stops to make things right for them. Bad news is part of life and business. It happens. Deal with it.

3. The truth about your company or product’s shortcomings. You know they’re going to figure it out sooner or later. Don’t you think it’s a better idea for them to hear it from you first? Encourage them to provide honest feedback in real time so you’ve at least got a chance to address their concerns openly.

4. Be there when they need you. Availability in real time is everything, these days. It saves them time and that’s huge. Be there when they need you. It’ll make all the difference.

5. Something that goes beyond the call of duty.

6. Cut out the small talk. Time is everyone’s most precious asset these days; don’t waste it.

7. Make their jobs easier. When was the last time you actually asked what will make their jobs easier, what their specific priorities are with respect to the product or service you provide, what you can do differently to be a better vendor, or what keeps them up at night?

8. Give them your undivided attention. Don’t take calls or visitors when you’re meeting with them. Don’t get easily distracted, either; just pay attention and listen when they talk.

9. Pick up the phone and call. When it’s something important to them, picking up the phone and calling instead of emailing, every so often, is a big deal.

10. Thank them for their business. Next time you see your customer, look him straight in the eye and tell him how much you enjoy working with him and appreciate the opportunity.

Bottom line. Every single one of you could have written this post by putting yourself in your customer’s shoes. It should be easy, since you’re somebody else’s customer. So do that. You’ll be amazed by what you come up with.

MY THOUGHTS

i keep going to a certain store or establishment because they treat me well. by 'well' i mean they they are available for questions, they go away when i don't want them around, they show they care without being patronizing. the author of this article is right - think of yourself as a customer. then deal with your customers the way you want to be treated.