Imagine seeing a new doctor who, without saying a word, begins to write out a new prescription for you. No medical history. No vital signs. No context. Would you pay for that visit or take that medication? It's very doubtful that you would feel comfortable doing so. Getting a prescription without a diagnosis is called malpractice!
Never give customers a prescription without a diagnosis. Find out what is really important to them first. How do you find out? Just ask!
When a plumbing wholesaler was desperately looking for ways to increase sales and get new customers, he asked his will-call sales staff for suggestions. They said the customer-service area needed to be spruced up. They needed a new counter, better uniforms, improved signage, and a nice place for customers to come in and pick up their orders. The owner did exactly what his people recommended, but sales didn't go up at all. Why? Because it wasn't important to the customers!
So the wholesaler personally went out and made calls on his plumbing contractors and asked them what was critically important to them. They explained that having the right pieces in stock was what they valued most. If just one gooseneck for a sink installation is missing, a plumber is shut down and can't finish the job. Filling the order was what they valued most. The wholesaler decided to guarantee every contractor that each order would be filled 100 percent within twenty-four hours. The program was a huge success, and his sales volume skyrocketed. Why? Because he prescribed what his customers needed.
TAKEAWAY
What do your customers want from you?
Find out what it is and give it to them.