DONT Give Your Customers What They Want!

One of the mantras we hear repeatedly in business is "The customer is always right." I'm here to tell you that if you want to build a thriving business you need to forget that saying, and take note of Payne's Law #1 "The customer is always right- some of the time." I'll explain why in a minute.

The worst kind of businessperson is the one who cynically tries to force the customer to choose the thing that he has to sell, whether it is best for the customer or not. The old 'hard-sell'. Most of can agree- that is not a good way to do business.

Find Out What They NEED

To my mind, there is another, more common failing amongst businesspeople, and that is the lack of desire to do what is best for the customer. Believe me, the customer doesn't always know what they NEED. They might know what they WANT, but THAT may not be the best answer. It may even be answering the wrong question. Please don't assume that the customer is a lifetime expert in your field, has done a lot of research, or has engaged a firm of consultants to recommend what he is asking for. He probably saw it on TV, or got great advice from his buddy down at the bowling alley.

Let's take an extreme, medical situation. The patient visits his physician, and says "I've got a shocking headache. Prescribe that new painkiller, Fantast-something for me." The physician says "Sure", and sends him of to the drugstore for some Fantastifen. Yes, the physician's given his patient what he WANTS, but it may not be what he NEEDS. Some discussion and some intelligent questioning might have discovered that the real problem is a need for spectacles, or a malignant brain tumor! The physician only does the best for his patient when he tries to discover the real NEED, and advises (and explains) the appropriate course of action. In fact, if he doesn't do that, he is being professionally negligent!

If you want to build a successful, long-term business, you need customer satisfaction, repeat customers and referral business. Will you get those if you give the customer what he WANTS, but it then fails to do the job he requires, and wastes his money? I think not. Where you have the option, I suggest you take your dealings with your customers an extra step.

Let Them Know They're Valued

Let them know that having them as happy customers of your business is very important to you. That you would like to take some time to understand their needs a little better. That you like to make sure you give them the most appropriate, best-value answer to their needs. It normally doesn't take much time to gain an understanding of the customers needs, and to work out what the best solutions are. You can then 'play back' to them what you understand about their requirements, and recommend the appropriate solutions. With an explanation. "Product X is $20 cheaper now, but the refills cost twice as much. At your rate of use it will cost you more inside 12 months" "If you're planning on vacationing in the tropics, a pure cotton would be cooler than a heavyweight mixture" "That bike will last 20 years, but your son will be too big for it in a year, why not look at the next size?"

If you really care about your customer, it will show. If you really give good advice, most often it will be appreciated. Appreciative customers are happy customers. Happy customers are repeat customers. And happy customers refer other people to you.

Do yourself a favor. DON'T give the customers what they WANT. If you truly want to be a true professional, help them discover what they NEED.

John Payne is a lifetime Marketer, publisher of Web Marketing Ezine, and an SEO consultant.

He also founded and heads the fast-growing business Enviro-Friendly Products.

---

PARLOT.COM: Turnkey Money Making websites

First Contact: The Source of Customer Loyalty

With customers being smarter, more cost conscious, more product knowledgeable... Read More

Caring for Your Customers

You probably think I am going to say something like,... Read More

Cultivating the Trust Factor

In today's highly competitive economy, it is difficult to maintain... Read More

Losing Angry Customers

This article offers five ways to help you deal with... Read More

Aint We Wonderful!

It may come as a surprise to you to discover... Read More

Take Care of Yourself Before You Take Care of Your Customer

One of the most important questions people ask when they... Read More

Customer Conversion Mistakes That Will Cost You

The following are common mistakes that Sales Managers and Owners... Read More

Mastering Challenging Service Situations

During the course of everyday business, many of you encounter... Read More

Customer Service and The Human Experience

Historically, customer service was delivered over the phone or in... Read More

Automating Your Customer Support

My regular readers will know that one of the things... Read More

Retail Store U-Scan Machines: Self-Serve or Voluntary Part Time Job?

Do many of us realize that we are working an... Read More

Whats The Customer Service Buzz About Your Business?

If you're a regular reader of my column you know... Read More

We Sell For Less and Our Stores Are a Mess!

What kind of image do you present when marketing your... Read More

Breaking the Ice and Winning Over the Client!

Wherever you turn these days you'll find articles covering every... Read More

The Art of Giving Great Service

Sales is tough to get right, and depends on retaining... Read More

Clients - What They Want from You

A growing number of individuals are finding themselves called to... Read More

Making Customer Satisfaction Surveys Work

Why bother? Good customer service is the life blood of... Read More

Quality vs. Quantity

There is a battle in Call Centers. The teams are... Read More

Your Career Plan--Think Like A CEO

You've been going 6-to-late; exhausted by running the supersonic treadmill... Read More

How To Build Stellar Client Relationships

Your opportunity to build a stellar client relationship starts with... Read More

Your Actions Tell Your Clients How You Expect To Be Treated

There is a widely accepted principle of human behavior that... Read More

Courting Customers - From First Date to Marriage

Landing a new client is like courting a potential spouse.... Read More

How To Keep Your Customers Coming Back -- Understanding Customer Retention

Why do some businesses offer points, stamps or every tenth... Read More

A White Paper: Profiting with Kindness

In 2002, there wasn't much interest for Kindness in business,... Read More

The Logic of Emotion!

Homebuyers are an interesting study. Watching people make their home... Read More