The 12 Things That Customers Really Want
All customers want the same 12 things, regardless of who they are, who is selling to them or what they're buying:
- #1: They want to feel important.
- #2: They want to be appreciated.
- #3: They want you to stop talking about yourself.
- #4: They want you to stop talking about your firm.
- #5: They want you to truly listen.
- #6: They want to be understood.
- #7: They want to teach YOU something.
- #8: They want and need your help.
- #9: They want to buy something.
- #10: They want you to delight and surprise them.
- #11: They want to pretend they make logical decisions.
- #12: They want success and happiness.
Now, here's the good part. Hand-write the list above onto two post-it notes, and stick one by your desk and the other on your dashboard. Having the list in front of you will constantly remind you (even if only subliminally) of what your customers want from you.
BTW, I got the "post it" idea from my late mother, who was a very successful sales rep for Bristol Myers. Her dashboard was covered with stuff like this, and she was always extremely popular with her customers, because she had their happiness at heart.
The above is based on a conversation with Jerry Acuff, author of The Relationship Edge in Business. A very smart and perceptive guy, IMHO.
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