“We don’t, for the most part, work with the invisible space of souls and thoughts and motives and feelings. They’re so abstract and immeasurable.”
Businesses that have raving fans understand human emotion. How else does a company like Apple charge up to 3X as much for a machine with the same “specs” as a Windows based machine? How can Apple not have focus groups but still get customers to focus so much on their products even before their launched? How does an author make money by giving away his book? How do churches, ministries and non-profits in general get people to give them money?
In order for your business to grow you must do more than build a better widget or write a better book. You have to understand the person you’re trying to reach with your message. When we take the time to study our customer as much as our craft our business has a much greater chance.
Maybe you need a sales coach to help you figure out how to understand your customers better. Maybe you need to get off your butt and go talk to some customers without trying to sell them anything. Ask these questions;
– How do you feel when you buy our product?
– Why did you buy from us versus our competition?
– Why do you keep doing business with us/me?
– What would make you feel better about working with us?
You won’t like everything you hear but it will make your business better and you’ll treat your customers better.
What questions are you going to ask your customers?