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:

Committed To Your Customer? Prove It When They Complain!

Businesses like to brag in their advertising about quality of... Read More

Putting The Serve Back Into Customer Service

Good service is easy to spot and hard-to-find. Mediocre service... Read More

Outsourcing: The Unspoken Costs

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

Customer Service: Stop Sabotaging Your Customer Relationships

If you've called for customer service recently you're familiar with... Read More

Communicating Value

Abstract: People buy for their reasons, not yours. This article... Read More

The Dissatisfied Customer

We, as small business people, naturally dislike complaints from our... Read More

Saying Thank You to Your Clients

"Thanking your customers" - Why you should do it and... Read More

How to Win the Hearts of Your Customers and Friends

Those of us doing business over the internet have to... Read More

The Logic of Emotion!

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

Establishing Yourself as an Expert in the Eyes of Your Customers

The most important aspect of a successful business is developing... Read More

Got A Consumer Problem?

Millions of people, just like you, end up with a... Read More

Customer Service: Everyone is Fighting Their Own Personal Battles

Relationships... Money... Health..The Past...Failure..Mental and Spiritual Battles..Time Constraints...Professional pressures..At any... Read More

Empowering Customer Service Vital

It never fails to amaze me how many companies have... Read More

4 Customer Service Mistakes Companies Should Avoid Making

1) Being placed on hold endlessly. Don't you just love... Read More

The Art of Giving Great Service

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

Why Communication Skills Dont Work In Customer Service

Every time my firm conducts communication skills training, we know... Read More

Become a Customer Enthusiasm-Guru!

One thing all successful small business owners have in common... Read More

CRM - Its Relevance

In today's demanding economy, the first line of any business... Read More

Hook Me Up With A Human

Oh, what has happened to the carbon-based organizational interface? Many... Read More

Develop Loyal Customers for a Lifetime ? part 2 (11 ? 20)

Traditional marketing strategies encourage business owners to continually grow their... Read More

Renewing Customer Loyalty

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

From Scowl to Smile: 5 Practical Steps to Instill Exceptional Customer Service

Whether in a restaurant, a retail establishment, or the local... Read More

How to Easily Increase Your Profits

Do you remember the last time you went into a... Read More

Customer Service Is Dying - and Im Not Feeling So Good Myself

Have you ever called a company and been greeted with... Read More

It Is All About Customer Service!

In this day of terrible customer service, it should come... Read More

walkway lighting fixtures led wall pack lighting Pete's produce ..