What is Your Customer Actually Buying From You?

As a business owner, you should always be thinking about the value you bring to the table when it comes to daily operations and working with clients.  Most of the time – ok all the time – your customers are thinking about “them” and their needs.  Therefore, you should be thinking about the same thing they are (that’s “them” in case you missed it)!

So, when you think about your customer and what they are actually buying from you, I can tell you right now they are not coming to you to buy your product.  Chances are, your product solves a problem, helps them out, makes their life easier.  It is up to you to determine the underlying reason they are purchasing your product so you can steer them in the right direction and come up with a solution they will love you for.

Yes, they came to you because they want – and in some cases, need – your product, but why?

The best way to find out “why” is to answer the question: “What is the outcome they are looking to achieve once they buy your product?”

Then, work backwards from there, asking questions so you can fully understand how to help them the most.

Take a look at this scenario:  Imagine you are the owner of a home lighting store.  One day, a customer comes to your store and tells you they need a light bulb for their lamp at home. What do you do?

I can tell you right now, you should not simply point him over to the light bulb section!

To them, if you point them in a direction, they may get overwhelmed with options.  If you get to the root of their problem, you will be able to recommend the one item they need and they will be forever grateful you did.

So, it’s time to answer the question “What is the outcome?  Why is the customer looking to buy a light bulb?”

  • Well, “without a light bulb in their lamp, they won’t be able to see because it is dark.”

Ding! Ding! Ding! Now that you noticed your customer’s problem – the lack of lighting in their home – you realize they came to your store because they want to be able to see when they walk into the are of their home without light.

Now, instead of listing options of light bulbs you carry in your store (making it about you), it’s time to work backwards by changing the conversation over to them and their needs – Wait! Did they say lamp?  That’s a clue!  That tells you something, that maybe the lamp needs a specific kind of light bulb, perhaps?

So you ask your followup questions:

  • What kind of lamp is it?
  • What wattage light bulb do you need?
  • What type of light bulb do you need?

And BINGO!  You have now narrowed it down successfully based on “their” need and can recommend the best light for their situation.  You gave them a custom experience, helped solve their problem and put a smile on their face.

Try to apply this concept to your business, what is your customer actually buying from you?

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