Increase Your Income by Wearing Your Customer's Shoes

---

Your customer is the core of your business. If your customers aren’t satisfied, they aren’t going to stick around. You need to keep them happy by understanding specifically what they want.

The first step to understanding what your customers want is to find out WHY they might want your particular product or service. Then, focus on how you can make their shopping experience the BEST it can be.

So how do you do that? Put yourself in the Customer’s Shoes and ask yourself!

Offer a Solution to the "Why"

As a customer, you will often shop for a new product or service because you are dissatisfied with something, and you want to change it. You have a specific need and information you need to know in order to make that purchase. What will stimulate you to buy?

Take this situation for example; your car breaks down, and you need to be at the airport for a flight that leaves in one hour. Will you choose *Fast Mac’s* towing service - Mac can help you in five minutes, or will you choose *Cheap Pete’s* towing company - Pete sure has a great price, but he’s busy eating lunch for the next two hours.

In this case, are you stimulated by speed of service - or by price? Understand what stimulates YOUR customer to buy your particular type of product. Take that information and turn it into your competitive advantage!

Make Your Customers Want to Come Back

In addition to knowing what your customers want most, it is important to know HOW you can do the best job for them. Treat them how you would want to be treated.

Remember that you are a customer yourself. Think about what affects your shopping experience. When you are doing business with a company:

• What do you like about them?
  
• What do you dislike?
  
• When you leave, do you feel satisfied with your purchase?
  
• What makes you want to go back and do business with them again?

Evaluate other companies. Ask yourself the following questions, and incorporate into your business what you believe will make your customers happy and motivate them to do business with you.

Is it convenient to do business with this company?

• Do you have to tediously search for what you’re looking for, or can you find it quickly and easily?
• Can you buy what you want at a time and place that’s convenient for you?
• Does the company offer a variety of different payment options?
• Are product features simple to understand?
• Can you easily return items that you aren’t satisfied with?

Do you find their customer service helpful? Does it exceed your expectations?

• Can you get help quickly?
• Does the company provide information to help you use their product or service?
• Can you get an honest, helpful recommendation from someone who knows what they’re talking about?
• Do salespeople give you personal attention? Do they remember your name?
• Does a representative follow up with you after you make your purchase to see if you have any questions or problems?

Are you impressed by their appearance?

• Does the company present a professional and friendly image?
• Is the business operation clean and inviting? Well-organized and efficient?
• Is the product packaging attractive?

Always listen to your customers and build rapport with them. You can also continually find out new things they want through simple surveys and questionnaires. Even the small details can make the difference in keeping customers loyal. By focusing on your customers’ needs, you will automatically minimize conflict. You will also show you care.

The more you focus on your customers, the better you’ll be able to understand them, and you’ll be better equipped to offer that competitive advantage. That competitive advantage will ultimately bring you more sales.