Drug testing

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.

limousine chicago service
In The News:

Handling Angry Clients

What do you do when your client gets mad at... Read More

4 Tips Toward Overcoming Bad Customer Service

Customer service is the pits, you say. You are not... Read More

Breaking the Ice and Winning Over the Client!

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

Writing The Book On Great Customer Service

Q: One of the big chain bookstores recently opened up... Read More

Raising The Bar For Online Magazine Subscription Services And Customer Service

After years of flying below the radar in the magazine... Read More

If Everyone Thinks They Give Good Service, Why Do We As Customers Think Its Poor!

First of all let's look at what customer service is... Read More

Dont Be Afraid To Give Problem Customers The Boot

Q: In a recent column you made the point that... Read More

Is Your Food Establishment Clean?

Is your restaurant, bar or hotel clean? I mean really... Read More

A New Way To Handle Complaints, Or Is It?

What a lot of money we have been wasting on... Read More

Have You Hugged a Customer Today?

It all started a couple of weeks ago when a... Read More

Doors by Catering to Your Clients

Clients? they are the most important influence in the success... Read More

Outsourcing: The Unspoken Costs

Outsourcing seems to be the new-new thing and approximately 50%... Read More

I Wont Tell My Lawyer but I Will Tell You

A general counsel of a large international consulting firm told... Read More

Renewing Customer Loyalty

Every business loses customers, but not many do much about... Read More

Add Value - And Kill Mediocrity in Customer Service

There are two kinds of customer service we all experience... Read More

Communicating for Profit and Customer Satisfaction

The President of a 200+ store division of a major... Read More

Customer Satisfaction and the Service Business

The relationship between customer satisfaction and success of a service... Read More

What Exactly is Customer Relationship Management?

The defintion of Customer Relationship Management (CRM) that I favor... Read More

Five Ways To Wow Your Client

Running a business is about providing goods and services to... Read More

What Every Manager Should Know About How to Prevent Customer Service Conflicts

There are five techniques that have been proven to be... Read More

Businesses Need to Rehumanise

Big companies and corporations have lost the human touch. The... Read More

Customers - Hold Onto the Ones Youve Got

You probably spend a great deal of your time looking... Read More

The 7 Principles of Business Integrity

If you have integrity, nothing else matters. If you don't... Read More

Whats Love Got To Do With It?

Customer Loyalty, we all want it. Don't we?Some people say... Read More

Customer No Service - How to Lose a Loyal Customer!

So today was the day where I almost stopped going... Read More

street light fixtures led manufacturer usa Pete's produce ..