How many irrelevant conversations do you have in your business? In this vlog, Grant discusses the real question you need to be asking about your customers – and explains that if you do nothing else, do this.
How many irrelevant conversations do you have in your business?
Let me give you an example: How many times do you discuss with colleagues the next benefit that you can offer to entice customers to you?
How many times do you discuss what your competitors are doing, because they’ve just innovated something and you are looking to outsmart them?
How many times do you discuss the next way you are going to be able to differentiate yourself or your next USP?
All of these conversations are irrelevant.
There is only one question you need to ask:-
How do we play a meaningful part in the lives of our prospects and customers?
When you start asking that question, you stop worrying about yourself and you start worrying about them.
When you think in terms of benefits and features and outsmarting competitors and new USPs, it’s never about the customer.
Really, it’s about you.
When you start to ask how you can play a meaningful part in the lives of customers, then it’s all about them.
However, there’s a flaw in the plan. If you want to be able to answer that question, you have to know your prospects and customers really well, and that is the challenge – because many, many businesses do not know their customers nearly as well as they need to, in order to meet their demands.
Today, one of the most important things you can do from a business perspective, and a marketing perspective, is hang out with your customers.
In fact, I would suggest 20% of your time should be spent with customers, taking them for a drink, meeting them in their offices or going to where they interact with your offerings.
For example, if you supply burgers and chips, hang out in some burger bars, watch customer behavior.
Ask them why they’re there.
Ask them why they chose that joint and what motivates them.
No business ever went bust because they knew their customers too well.
So ask yourself, how do we play a meaningful part in the lives of our prospects and customers?
And in so doing and in making sure you are meeting enough of them to really be able to answer that question, you will become an unbelievable business.
There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English