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.

---

When a Customer Has Done Everything to Get Your Goat

You try to make your customers happy. You sincerely WANT... Read More

Restaurant Owners ? How Important are People Skills?

You are serving great food. Your establishment is new, spotless... Read More

How To Kick Your Customer Service Up A Notch!

Welcome to the inaugural issue of Human Tech Tips --... Read More

Are You A Coward? I Was

Over the last month, I have come to hate emails... Read More

How to Easily Increase Your Profits

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

Customer Service, the Internets Primary Neglected Business Concern

Customer service is everything to a business. Just look at... Read More

Marketing as a Spiritual Practice

"Marketing as a spiritual practice." It sounds contradictory ? how... Read More

Dont Eliminate The Middle Man - Add One

Today, there are situations when we actually add a "middle... Read More

4 Myths about Customer Value

The purpose of business is to create and retain a... Read More

Dealing with Difficult People

1. Don't get Hooked !!!When people behave towards you in... Read More

The Dissatisfied Customer

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

Automating Your Customer Support

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

Small Business Customer Service Can Work Against You

Is the special treatment you designed specifically to keep customers... Read More

11 Ways to Get What You Want - Be a Clever Customer!

We all want great service, whether we are buying our... Read More

The Consumer Power

While most companies talk about consumer friendliness, customer centricity, customer... Read More

How To Handle Customer Billing Snafus

Q: I just discovered that for the past six months... Read More

What Do They Want Anyway?

You want customers. I want customers. We all want customers.... Read More

Stand Out in Business the Write Way

When was the last time you received a handwritten note... Read More

Importance of Good Customer Support in Online Computer Peripherals Shops

Looking for hi-fi computer peripherals? Finding it tough to decide... Read More

The Marvelous World of Metaphors

Recognize metaphors from every angle and round up more insight... Read More

What Every Employee Should Know About Putting Positive Phrases Into Customer Service

If you were a customer on the telephone with a... Read More

Create a Positive, Upbeat, Can-Do Workforce and Dazzle the Customer with Your Caring!

Given the choice of dealing with a positive, upbeat employee... Read More

Customer Loyalty

Loyal customers are the foundation of almost every business. Going... Read More

When the Customer Demands: Give a Discount or Lose the Order

Periodically every sales person encounters the customer who refuses to... Read More

5 Golden Online/Offline Business Rules To LIVE Or DIE By

Whether online or off, if you plan on running or... Read More