By: Sue Hanson & Vickie Hiebert
How big are your ears? How would your customers describe your ears? Would they say, “They listened to me! They heard what I wanted and they delivered. This company is different because they actually took the time to hear my voice and they understand my needs.”
You have a big heart or you would not be in the education business. You want to make a difference, but you need to make sure that your customers, district administrators, or educators believe in your big heart. They need to believe you have listened to their challenges and you are trying to make this business of education the best it can be.
The Customers 2020 study conducted by Walker Information backs up our “Your Ears Need to be as Big as Your Heart” theory. This study explores how companies must adapt their customer experience initiatives to meet the changing expectations of customers. Empowered customers in the year 2020 will demand a new level of “customer obsession.” They will expect companies to know their business inside and out and use their knowledge to design products and services that create a “frictionless” experience.
We know customers will dictate the experience of how they will be marketed and sold to. There will be no room for strangers moving forward. If they don’t know you, they won’t pay attention to you. Customers should expect a personalized experience from you, period. And there is no selling allowed anymore—those days are gone.
Make sure your ears are working, then make sure your heart and brain are finely tuned as well to make you the complete package.
According to Geoffrey James, Inc. your customer really desires 10 things from you:
- The Ability to Listen, Really Listen: Listening is the first and most important part of communication. Then you must ask questions—and continue listening.
- Bringing New Perspectives and Ideas: It is up to you to bring something fresh to their table. So, when you begin or continue the journey with your customers, always bring a new perspective and think outside the box.
- Your Willingness to Collaborate: Don’t forget your partnership is just that: a partnership. Be willing to collaborate. Better yet: encourage collaboration. Become the part of success your clients are currently missing. Be a partner by having a plan to offer solutions that will get great results.
- Confidence in Your Ability to Achieve Results: State your solutions to your customers’ needs clearly and emphasize the confidence you have that these solutions will get the desired results. After all, you believe in your own company’s talents and abilities, share that firm belief!
Your collaboration and confidence will again show your customers that you are listening, really listening to what they have to say. Be the ears as well as the solution they have been searching for!
- Understanding ALL of their Needs: During all communication, capture what they tell you. Make sure you understand all their needs. By knowing their needs and having a comprehensive plan, you can offer solutions to problems or opportunities your partners didn’t even realize existed. As you present these solutions, help them see that by following this well thought-out plan, will help them avoid potential missteps that could cost them valuable time and/or money. Your marketing and outreach efforts must adapt and evolve to meet the changing expectations of customers.
- Helping Avoid Potential Pitfalls: Clients need to trust that you know what the future will bring and that you have their back and their best interest at heart. Recognize potential hazards or pitfalls and avoid them! Make your solutions compelling and exciting, different and bright.
- Crafting a Compelling Solution: Present your new ideas, solutions, and perspectives that will help them in a creative and compelling manner.
- Communication of the Purchasing Process: Once you’ve listened, planned, and presented solutions, it’s time to communicate the purchasing process for your solutions. Keep it clear and easy to understand from an outsider’s perspective, demonstrating a willingness to adapt to all situations. You have been communicating clearly and confidently, so this process should be seamless.
- Connecting Personally With the Customer: They want you to know them, so demonstrate that you understand all of the curveballs that may come their way. Continually connect personally with your customers, as partners should. You love your company and provide exceptional quality—don’t hesitate to share that!
- Providing Value That's Superior to Other Options: Throughout this process, it should be clear to your customers that you provide superior value compared to all other options. You believe in yourself; show them why they should believe in you. Help them see that your option is the only option worth investing in.
If your ears are truly as big as your heart, you will WIN!
Thanks for sharing!
