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Happy Clients Are The Enemy
Clients who are happy with
what they have are your worst enemy.
Happy clients don't complain. Happy
clients aren't looking for new solutions. And, happy
clients will not spend their money on something they
don't need.
'But client satisfaction is the foundation
of my business,' you exclaim.
So true! Your client's complete satisfaction
should be your ultimate goal. Here is the key question:
If a client is satisfied with your product today, will
your product meet their changing needs tomorrow?
Change is the only constant in the business
universe. Your client's needs change every day and your
challenge is to identify those needs that are causing
dissatisfaction in their life. Finding and solving these
elusive needs will lead to more sales for your business.
Ask yourself, are you searching for
new areas of client dissatisfaction for your product
or service to solve? Are you focusing your marketing
on their needs and desires? Are you positioning yourself
as a solution to their problems?
Clients and prospects are always looking
to improve their personal condition as they travel through
life. It's a natural quality of the human condition.
What they currently possess may satisfy them today but
that is sure to change. Within this change resides opportunities
for you.
Your growth and prosperity will come
from the unsatisfied and the needy. These are the people
who may or may not know they need a solution. It is
your job to uncover their hidden needs and supply the
solution.
So you ask, 'If they are satisfied now,
I need to create a new dissatisfaction?'
No, you are not necessarily creating
the dissatisfaction but uncovering it for them to see.
When you think about it, we all live in a state of ignorance
throughout our daily lives. We don't realize that we
need what we don't have. Simply put, you cannot satisfy
a need until you know that you have one in the first
place.
For example, not too long ago there
was a time when computers did not exist. We were unaware
of the influence and benefits that these machines would
have on our daily lives. Yet we survived without them
in blissful ignorance as we plodded through the workday.
Today, you can't run a business without a computer on
your desk!
The computer industry uncovered a whole
host of reasons that we were dissatisfied: streamlining
document processing, efficiently transferring data,
communicating instantaneously anywhere in the world,
and having vast amounts of information available at
the click of a mouse. Indeed, these needs always existed
somewhat, but the marketplace didn't know it needed
the productivity a computer offered.
The catalyst to discovering these unknown
needs are imagination and innovation. You must find
the dissatisfaction and creatively communicate your
solution to the client. Until you make this discovery,
happy clients are not interested in purchasing more
from you. Your goal must be to find an offering that
fills a need, solves a problem, or improves their condition.
Creating the products and services that
put an end to their current dissatisfactions is the
best way to insure continued business growth.
Become a leader and innovator within
your industry. With this strategy you will position
your business as a valuable resource that is trusted
and looked on as the best choice in the market. This
makes sales much easier, decreases your enemies, and
greatly increases your success.
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