The Essential Steps to Business Success—Step Two

The Essential Steps to Business Success—Step Two

Benefits and results is the language of customer orientation. Too often business owners focus on the mechanics of what they do, not the benefit and results of what they do. Potential customers/clients are not interested in the mechanics; they want to know what benefits and results they will receive from doing business with you, which leads us to the second step in essential business success.

Step Two: Know Your Customer

• It is critical to understand your customers—in depth. You need to know about their likes and dislikes, and you uncover those by asking questions with the intent to understand. It’s about them, not you. It is common to listen with the intent to reply, not understand. But understanding is what will allow you to give your customers what they really want. You can ask your customers what motivated them to start their business, what they are struggling with, and how you can help them to be more successful. What would an entirely different way of meeting the needs of your customer look like?
• Create a customer-focused culture within your organization. That culture is all about what the customer thinks and what they want as well as the value you provide. Do your team members understand the value they provide the customer? Can they articulate it? Do they believe it?
• The commitment to know and understand the customer must permeate your organization from the top to the bottom. How do you align your organization to provide maximum value to your customers?
• Develop an open communication channel with your customers and communicate with them often. You cannot over-communicate as long as you are bringing value to them with every contact. Revenue growth is about effective communication.
• Develop yearly surveys, audits, and questionnaires to better understand your customers. I have heard owners express that they did not want to know this information because they were afraid of what they might hear. Wouldn’t it be better to know how your customers are feeling so you can make corrections and adjustments rather than finding out they were unhappy after they have fired you as a vendor or supplier? I think so! Ask your customers questions like these: What is your favorite thing about doing business with us? How has business improved as a result of working with us? Companies that ask these questions have increased customer loyalty and increased sales.
• Your organization should be intently focused on its customers. Knowing your customer is what allows you to deliver what they truly want and to continue to innovate and grow your business. Your ability to focus your value and align your employees will create greater rewards for your organization and improve your customer relationships. It takes constant vigilance and intentional focus on the customer. Remember, it’s about them, not you.

If you missed Step One of Business Success, Know What Business You Are In, click here: https://garyfurrconsulting.com/the-essential-steps-to-business-success-step-one/.

If you want to dramatically improve your success in business, take your business to the next level, and make more money, contact us.