The almighty customer!

The customer is not your master but he is paying your bills!

           The business world sounds complicated at times. We hear about networks, revenue stream, market segmentation, online marketing, sales strategy and sometimes all sounds like a foreign language. But actually the main goal of all these things revolves around one important factor in the business game – the customers. All those tools and actions help you reach the customer, get his interest and make the first step towards getting him to pay for your products or services. Reaching your customers requires knowing them but also using the correct channels. Also when you reach for your customers try and be efficient, don’t waste your time in 1000 meetings just to feel you did your part. Reach for those that are really qualified to become buyers, not everyone can be your customer.

           Reaching a client only means they might buy if you can give them what they need and desire. I know it is easy to identify a desire and fulfill it, but you must address the needs. When you acquire a customer by fulfilling a desire he will be happy for a short period of time but if you identify his needs and find a solution, then you will have a long term partner. Acquire a customer by giving him what he needs, when he needs it and at the price he can pay but make him come again by taking care of desires also. If he needs a reliable, safe and comfortable car but he desires it to be red, get the man a red station wagon and call it a day, don’t tempt him with a Ferrari!

After you got the sale and you gain some trust from them you can develop and improve your relationship. Establish a connection based on more than just fulfilling needs, become proactive and offer solutions for future situations. Help your client identify unrecognizable needs. And try to become more than a supplier, become a partner and show you care about them and their business as much as you care about yours. Your profits and the future of your business are linked to the success of your partners.

At this point of the relationship most of us do the same mistake. We think that after all we did for that customer he is going to stay with us forever no matter what. We actually believe they somehow owe us something for all our hard work. Their loyalty is maintained as long as the level of satisfaction you reached is kept. But also remember to gain respect, stand your ground if you know you are right and your solution is better for them. You retain a customer by always delivering what you promised and from time to time put a cherry on top. But remember next time you have to put two cherries if you need to improve your relationship. Don’t bite more than you can chew because it is a slippery slope. In your race to improve the status with your customer you might just promise more than you can deliver.

           Last step in your customer cycle is the one where they become your brand ambassadors and inspire others, where they help you in reaching the next clients. The customers are the partners you wanted from the beginning. They are the customers that not only recommend you but they take their friends and bring them to your restaurant to try the food. They are the clients we love and the ones we have to keep close. You worked hard to build this relationship, you made him trust you, feel comfortable and promoting you comes naturally. On the other hand, you have to keep them happy because there is no worse situation than turning your brand ambassador into an “enemy”

           When you start a business you think about profit and market share but all these are achieved only if you have customers. Clients build an opinion about you and your business based on information they get and decide according to their own needs and desires, not yours. They become loyal if you don’t disappoint them but become ambassador of your brand if they receive more than they are expecting.

           They say that only in Europe there are several million types of customers because we are all different, you cannot find the generally applied solution to everyone. But after you walked through the cycle with the client you get repetitive business and future partnerships. Adapt yourself to your clients, understand them and remember the customers’ favorite radio station WIIFM (What’s In It For Me)