The Customer’s “WHY”

Understanding the importance of your customer's "WHY" is essential for any business that aims to build lasting relationships and achieve long-term success.

The "WHY" refers to the underlying motivations, values, and beliefs that drive a customer's decision-making process. When you understand why your customers choose your services, you can tailor your approach to meet their deeper needs, foster loyalty, and create a more meaningful connection.

Knowing your customer's "WHY" allows you to anticipate their needs and exceed their expectations. This personalized approach can lead to improved customer satisfaction and a more positive overall experience.

This is why Relevant Rapport is important.

If you want to truly connect to your customer and build the kind of rapport that will actually influence and lead to a closed deal, then you need to learn how to build Relevant Rapport. Relevant Rapport means taking the time to talk about the issues your customer is going through or what they’re trying to solve, and then expanding on these relevant issues and letting them know you understand exactly what they’re trying to accomplish and explaining how you are uniquely qualified to help them.

• Why are they getting rid of the items? (Moving, Purging, Getting new furniture, etc)
• What are they planning on doing with the space once we get everything removed?
• What's their TIME goal?

The ultimate goal of building Relevant Rapport is to find the customers Value Keys.....

What is a Customer’s Value Key?

The customer's Value key is ultimately their “Why”. They aren't getting rid of a fridge just for fun, they are getting rid of it for a reason!! We need to find that out BEFORE we ever give the customer a price. If we don't know their “Why” and we get into a negotiation, we don't have anything to Re-establish value with! Their “Why” will always fall into one of three categories- Time, Space, or Effort.

Time- They need something removed by a certain time frame. They could be moving and need everything out before the end of the month, or they could be getting new furniture and need the old stuff removed before that date. Either way it is CRUCIAL that we understand their value key in order to get a full scope of the customer's situation.

Space- They need something removed to make space for something else. Maybe they are getting a new sofa and need the old one removed before the new one can be put in place. Or they could be trying to clean their garage out to make space to pull their new car inside.

Effort- The customer doesn't want to do the job, or physically cannot. Maybe they don’t have a truck/trailer or know where any offload sites are at. They don't want to put the effort into the removal and would rather pay extra to have it done. We see this a lot in life. Most people are willing to pay $100 for an oil change that only would cost $40 bucks to do, but it's worth the extra money just to have it done RIGHT!

A customer will always have at least one of these value keys! Sometimes even 2, or all 3. We need to constantly be the “Detective”, always asking questions, to ensure we always know our customers “Why” (This is the easiest way to ensure that you are closing jobs at a high level and are getting as close to full price every time).

Establishing The Value Of The Service

They have heard from friends/family and seen your advertising; yet, many customers will still have ZERO clue to exactly how your service actually works. Establishing our value is a crucial step towards educating our customers about our service and gaining customers FOR LIFE.

• We are insured to go ANYWHERE and EVERYWHERE on the property. (Attics, Basements, Crawl Spaces, Backyards, Sheds, climb a tree etc)
• They don’t have to lift a finger except to point to the items they want gone. They can leave the items where they are and we WILL do all of the work for them.
• Donations & Recycling (ONLY WHEN IT'S IMPORTANT TO THE CUSTOMER)
• Understand your customer's situation and SELL to those value keys. Keep it relevant!

1.- Find their “WHY”

• Why are they getting rid of the items? (Moving, Purging, Getting new furniture, etc)
• What are they planning on doing with the space once we get everything removed?
• What's their TIME goal?

2.- Ask open ended questions related to the item or items we are removing.

Open ended questions are questions that require more than one word to answer. Open-ended questions are questions that cannot be answered with a simple ‘yes’ or ‘no’.

The goal is to ask a question that will spark a conversation.

• What are your plans for your space once you get these items out of here?
• How soon are you actually out of here?
• When do the new items come in?
• Now that you have four extra arms here, what else do you have for us? .
• With that eyesore out the way, what do you plan on doing with the area?
• What type of project are we working on today?
• These were the items I had in my job notes, what's the story behind them?
• We have finished about half of the project. I would say we will be done in 10 minutes.
• What are we looking to accomplish today?
• Tell me more about the items?

3.- Utilize the information gathered to SELL the job! Sell to their value keys (Time, Space, Effort) “Replace pain with pleasure.” Replace their challenge with solutions.

Understanding the importance of your customer's "WHY" is not just a strategy—it's a mindset that can transform how you interact with and serve your customers.

By tapping into the deeper reasons behind their choices, you can create more meaningful connections, drive loyalty, and ultimately build a brand that stands the test of time.

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