It seems like once a year, I gather my new employees around a big table in our corporate conference room. I shut the door and explain to them the following:
I am about to tell you a success secret that will change your life forever. What I am going to tell you will give you an instant advantage over your competition. It will give you the ultimate power of knowing exactly what your Customers are thinking. It can actually give you the power to know what anyone is thinking.
I make them come in very close. I tell them to swear secrecy over what I am about to tell them. The greatest secret when it comes to finding out what your Customer is thinking. At that point some of the younger employees tend to let out a gasp or murmur “really, you can tell us how to know what our Customers are thinking?”
I look them all in the eye and say quietly. “If you want to know what your Customer is thinking or thinks of our company or thinks of you….
That’s right, you need to ask them. Wow, not so mystical, but very effective. I am amazed when people bring their company challenges to me how many times the challenge revolves around Customers and lack of knowledge regarding their Customers. They do not know what to do because they do not know what the Customer wants.
You need to be constantly asking the right questions when it comes to your Customers:
- What are your goals?
- What are you trying to achieve both personally and for your company?
- How can we improve our service levels to you and your company?
- How can we be more effective?
- What are the biggest challenges you face?
- What is the decision making process?
- What is most important to you?
Speak to your Customers. Ask them questions and find out what they think. You will be amazed how much easier your life will be and how much more successful you will become. The Customer will actually tell you what you need to do to be successful within their company and on their account.
You know the old expression “selling aint telling, asking is”. I thought that was the dumbest way to phrase something, but you know what? The meaning behind the phrase could not be truer. Become a great at asking questions and I will assure you the knowledge you will gain will allow you to achieve greater success.