There is a
big difference between you knowing what your customer wants and your
customer knowing what they themselves want.In
any business transaction, there are two minds involved, yours and theirs.
The fact that you're there, means that you are looking to sell. The big
issue is that it's their mind the makes the decision to buy.
This is crucial. Remember...
Your (outside their head) perspective on
their (inside their head) problem is not going to cross the chasm
between their (inside their head) problem and your (outside their
head) solution. You must cross that chasm. From the other side, their
side, you can develop, find, and tweak a solution that they really
want.
If you are marketing or selling, always start with
their perspective and their understanding of their problem. Not your
perspective and your understanding of their problem.
Here's the stark reality.
No one is in your head.
No one is thinking your thoughts.
No one is seeing what you see.
No one is hearing what you hear.
No one is feeling what you feel.
That's true for your friends, your family, and your
customers.
There's this great chasm between you and
others. There is this lonely place of only your thoughts. A place no one can
enter.
But, one of the great joys in life is in our
relationships, where we connect with another person.
Have you noticed the pull of rapport? When someone
says the same thing you do, don't you? Why? Perhaps, they were thinking the
same thing you were. That's about as close to being in your thoughts as
someone is going to get.
If someone likes the same thing you do...if someone
is from the same town as you are...if someone has purchased the same thing
you have...if someone likes the same music you do... There is a connection,
because they have seemingly crossed the chasm.
In your best relationships, the rare ones, the
special ones...the other person has invested so much time and attention in
you that they routinely cross that chasm. They know you.
Do you know your customer?
Here's a thought exercise.
Who do I trust most?
Well, if I'm honest, no matter what my current level
of self-esteem, I'd say, "Me." Because it's my own thoughts and feelings
that I rely on to make decisions. That's true even when I don't think I'm
qualified to fully make a decision. Why? Because I'm the one who goes out
and looks for help. Even when I'm not actively looking for help I
have my antennas up for anything or anyone who could help. If I find or run
into help, I make the decision to trust them. Therefore, in the end,
I trust my thoughts and feelings about someone else's reasonings and
methods, before I accept their advice.
Makes sense.
But, why do I usually trust myself?
Because who more than I has my best interests at
heart? Only I know what I really want...well at least a part of me thinks I
do. And that's the part I listen to anyway.
That's me as a customer, someone looking for help,
searching for a solution. That's you. That's your customer.
When it comes to your customers, who are they going
to trust? You...an outsider...or themselves? Even if you are an authority,
they are trusting their thoughts and decisions on your authority to
make their decision. It's all about them, in their own mind, thinking their
own thoughts.
Now...suppose you've spent the time and the energy
trying to see things from where they are?
Suppose you get to the point of understanding what
they understand and see what they see?
Suppose you can clearly communicate this
understanding?
What would be the result of you crossing the chasm?
Toussaint Goudeaux is a Principal with Ontologi, a
strategic consulting firm focusing on... well, focus. Focus may be the
missing ingredient for a business wanting to move to the next level. For
more information please visit
http://www.ontologi.com
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