Force Success
Embrace the "Force Success" philosophy to exceed expectations, build loyalty and drive business success.
Jim Stein
Published Date: September 2, 2024
Ask most company managers and they’ll tell you the key to satisfying customers is to “do what the customer wants.” Although this is a reasonable answer, I believe in adding to this by embracing the philosophy of “do what the customer needs.” Although it takes extra time to educate a customer and merge their wants with newly learned needs, it leads to a more satisfied customer and it’s the right thing to do.
You and your customer share the same problem but come at it from different sides. You’re an expert in your field and your customer is an expert in her expectations. The problem is that you can’t read your customer’s mind and she can’t work in your trade for 10 years to become an expert. You each try to solve for this shared problem—you by customizing your communications for a non-expert audience and her by asking questions, talking to friends, and doing a bit of web research. This usually works well, but there’s often a number of customers who don’t ask the right questions, don’t do the right kind of web research or misunderstand key aspects of their project. This can lead to a bad result. You did everything right and the customer isn’t happy. In all cases, it’s best to adopt the mantra, “Force Success.” This means doing the right things for customers…No Matter What!
You’ve seen what works and what doesn’t. How you discover what your customer wants and how you make recommendations on what your customer really needs can be the difference between success and failure. Here are three steps to get buy-in on realistic customer needs:
1. Frame the Terms: Use the words “wants” and “needs” and gain agreement with your potential customer on their meaning in regard to your services.
2. Discover Their Wants: Take notes as you ask a lot of questions to determine your potential customer’s wants. With each response, ask, “Why do you want that?” Then, verbally summarize their responses and gain confirmation on both their stated wants and their reasons. Your customer will be more willing to buy in to your recommendations if she feels that you fully heard and understood her reasons behind her stated desires.
3. Make Your Case Using Their Reasons as a Basis: As you make your recommendations on what you believe will best satisfy your potential customer’s true needs, bring up the reasons they stated for their list of wants. Align your narrative with their reasons as you recommend your best solutions.
By embracing the philosophy of “Force Success,” you’re not just delivering a service; you’re building trust and fostering long-term relationships with your customers. It’s about going beyond the transactional nature of business and showing a commitment to your customer’s overall satisfaction and success. This approach requires you to listen actively, understand their unique perspectives and use your expertise to guide them toward the best outcomes.
Remember, your goal is not just to meet expectations but to exceed them by aligning what customers think they want with what you know they need. When you take the time to educate your customers, clarify their goals and offer solutions that truly address their underlying needs, you create a win-win scenario. This proactive approach not only differentiates you from competitors but also reinforces your reputation as a trusted advisor in your field. The result is a stronger, more loyal customer base and a business that thrives on mutual success and satisfaction.
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Your potential customers’ brains are constantly absorbing signals from both your company and your competitors and then using these signals as a basis to choose. Each market signal that your company sends moves their “preference for your company” needle up or down. One of your signals will be the Deciding Factor: the one that causes a Prospect to pick your company.
Force Success
Jim Stein
Ask most company managers and they’ll tell you the key to satisfying customers is to “do what the customer wants.” Although this is a reasonable answer, I believe in adding to this by embracing the philosophy of “do what the customer needs.” Although it takes extra time to educate a customer and merge their wants with newly learned needs, it leads to a more satisfied customer and it’s the right thing to do.