Do you Really know what your client wants?

There was a great article recently in StartupSmart about Brian Singer, co-founded the surf wear brand Rip Curl in 1969. Since then, Rip Curl has grown to become a global brand with sales reaching $450 million a year. He has a very simple tip that is extremely insightful.

"We both knew a lot about surfing and a lot of our friends were surfers. We knew what they wanted and we delivered it to them.

He also said; "Make sure you are the customer. Live the customer's life… Whatever you do, listen and respond. If you don't do that, you won't be around for long."

Singer insists that the business’ success comes down to the simple truism of knowing exactly what customers want and delivering it to them.

How will you do that, how do you know what your clients want, and what evidence do you have to support it?

What is your clients’ point of view; Why do they buy your product, and more importantly why do they buy from you? What does your product, service, business actually do for them?

As my mother used to say; If you don’t know ask. Do not assume that you ‘think’ you know. Actually do the work to find out.

Unfortunately, many business owners assume they know certain things about their clients and their potential clients. This can be fraught with danger, it can lead to other compounding issues such as; Ineffective marketing, creating the wrong message, attracting the wrong type of clients to your business, and most importantly NOT delivering what your clients actually want.

What are you assuming about you business and your clients, and why they buy your products?

It sound too easy; Get to know your clients better… build in some simple feedback into your sales process system. Maybe ask them some specific questions when they pick up their next order…

• Talk to them; when you ask the questions, don’t forget to record the answers. So keep it simple. You might be surprised at what you find out.
• Tell them what’s going on, what’s coming up that may be of value to them, or may interest them.
• Build your relationship by giving back with the occasional thank you or bonus.

Apart from the obvious, what are the benefits for your business?

Having a better relationship with your clients where they feel appreciated and valued, is a benefit in itself. They will be more likely to help you when you ask for feedback, and be more likely to offer word of mouth referrals for your business; the holy grail of marketing.

You will get good information about what your clients want, so you can deliver it to them. More importantly, you can use this valuable information to help you find more of the right type of clients for your business.

Furthermore, when you ask them for referrals, they will be more likely to help you grow your business.

It seems like a very simple construct; ask them what they want then give it to them…

Image: Tree of Knowledge Photographer: Immi