When you understand what customers want, you can elevate their experiences with your businesses. It also becomes easy to create the best sale pitches and success in business when you know the needs of the target customers. In this age when the buyer power has increased, it is quite difficult to understand what customers want. At one point, they show a lot of interest in the brand and after sometime, they have completely switched to a competitor brand. The loss of customer loyalty is an indication that the prospects’ needs are yet to be understood and taken into consideration.
If you do not understand what your clients need, then you cannot retain them. Below are some tips to help you know your customers better:
Listen to understand
Customers use different ways to express how they feel about a product, service or the experience that they had with a business.
The problem with entrepreneurs is that they are not keen to understand what the client is trying to communicate. Instead, they listen to respond and miss out on the main message.
If you want to understand what customers want, you must listen actively. Think critically about what the customer is talking about and then come up with advice on the way forward. Doing this often will create the assurance that you care more about your customers and they will trust you.
2. Connect with buyers on an emotional level
Did you know that 50% of the decisions made by customers are controlled by emotions? Customers who have a strong positive connection with a brand are likely to make purchases.
Buyers create an emotional connection with a brand when it meets their needs, reminds them of good memories, enhances their lives and creates a unique identity.
Business storytelling is an effective way of enabling customers to connect emotionally with your brand. This kind of bond enables them to trust you and they can freely talk about what they need from the business.
3. Learn the ‘why’ behind customer decisions
Customers are more interested on why you do business than what you do in the business. Their main focus is on how you can help them solve various issues in their lives.
If you want to understand them better, investigate why they need your service or brand. For instance if you are a fitness trainer, seek information on why they need your services. Is it because you inspire them or your services are topnotch or they want to look good or they want to fight lifestyle diseases?
Once you get the ‘why’ behind customers’ interest in your brand, you will know how to tailor the products or services to meet their needs.
4. Get reviews from customers
Due to digital technology, it is very easy for an organization to know what customers are saying about the business. Customer reviews can be accessed on comment sections of social media platforms such as Facebook, Twitter and Instagram among others. Testimonials on the company’s websites are also great sources of customer reviews.
While reading the reviews, the focus should be on the compliments, complains, suggestions and customer stories. If the reviews are honest, a company can truly know what the clients expect of them.
To get customer responses, a company should encourage the audience to communicate their perceptions and experience with the business. For example, they can offer gifts to customers who write genuine reviews about the company.
5. Engage the audience in relevant conversations
Another way to understand what customers want is by engaging buyers in relevant conversations.
Occasionally, social media managers should ask questions about how the target customers feel about the brand. They can also start meaningful debates or ask the audience to vote on the services of products that they find to be the most effective.
Through such conversations, a business will not only know what their clients want but also get ideas on how to meet their needs.
6. Keep conversations going
Businesses should ensure that online and offline conversations with customers remain active.
Nowadays, customers rely on digital platforms to make their purchasing decisions. Sending direct messages on Facebook or Twitter has now become a norm.
While responding to several queries can be a lot of work, companies should use such conversations to determine what clients want.
7. Put yourself in your customers’ shoes
To understand what customers want, you need to assess how you would feel if you were them. Take time to evaluate if you are happy with the business, if it meets your needs and if the customer experience is topnotch.
You can also inquire about various customer focus issues with frontline employees. They are the ones who directly interact with the customers and have a better understanding about them.
Putting yourself in the shoes of your customers will give you more insight on what they want.
8. Follow up
One of the mistakes that businesses make is neglecting customers before and after purchases.
At times, customers express their interests in a product but fail to buy it. An entrepreneur should not just let them go. They should contact them and ask why they made the decision not to buy the product. It could be that they did not have sufficient information about the product or the product could not fulfill their needs.
When customers buy a product, a company should follow up to know if the client was satisfied with the product or not.
Making follow ups before and after purchase is a great way of understanding what customers want.
Individuals intending to make their marketing strategy effective and increase their sales should understand what customers want. Knowing what clients want is not easy but proper implementation of the above tips is a step into the right direction.