It’s a phrase I use too often with clients but it is still very powerful. Too many businesses work on the basis of “here’s the solution, what’s the problem?” Good businesses know their customers well and understand what they really need, and effective businesses sell what their customers need. The grant and consultancy businesses have some of the worse reputations here. I have lost count of the times clients have complained that advisers have come along trying to help them do something because there is a grant available, or a consultant has come along and wants to use the tools in their bag whether or not they are the right tools for the job.
Effective businesses take time to understand what their customers really want, and this may not be what they say they want. We have looked at this in detail in the blog Effectiveness Is Not About Faster Horses and great businesses know that if they really understand what their customers need and then can turn up with that product or service which solves the problem then the sales process is easy. Customer loyalty is based around your ability to help them solve their problems and not about just being the cheapest. What sets effective businesses apart from their competitors is the ability to build the relationship, understand the issues and work with the customer. As AI is used more and more building the relationship is so much more important. No business needs an accountant or bookkeeper, lawyer or banker. Nobody needs a car, lorry or computer salesperson. All of that information is available on the web and soon AI will be able to do all of those jobs more efficiently and effectively. What the customer needs and wants is someone to understand their financial situation and sell them the products or services that will help them maximise their returns, or understand their transport or information needs and deal with that. The days of selling what you do or what you have in your bag have gone and they are not coming back.
If you want to be effective, then sell customers what they need to solve their problems.
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