"Do you know what people value about
what you have to offer?"
Here is a challenge for you. Make a commitment to yourself (before this week is out) to ask your top customers WHY they like doing business with you.
Ask them, “Why do you like buying from us?” “What do we do that rocks your world?”
It might surprise you to discover what makes you popular with your customers instead of what you think makes you popular. Do you know what your top selling product or service is? Do you know what people like best about doing business with you? The answer will reveal a wealth of potential profits for you and your organization.
Why? Because once you know what people want most, you can sell them more with higher profits. People pay (and will pay even more) for what they see value in from a product. Why? Because they are buying what the product does and means for them instead of what the seller often thinks. Every consumer is most interested in WII-FM – “What’s In It - For ME?”
Don’t believe me?
Starbucks is an expensive coffee shop. When they were first introduced, they were criticized by many for selling overpriced coffee. But they have overcome Burger King and Wendy’s to become the 3rd largest chain of restaurants in the US. Only McDonald’s and Subway have them beat… so far.
- Look at how Chick-fil-a has outsold KFC 5 to 1 last year while being more expensive, but only in 39 states and they are closed on Sundays.
- Consider how popular Publix is in Florida and many other states, even though they are one of the most expensive grocery stores.
- Notice the popularity of Disney when their prices increase yearly. Families still flock to visit and pay the higher fees each year.
We Just Wanted to Be Cool!
I was surprised when I began looking for a new air conditioning system for our house a while back. We were hot and wanted to get cool. Our old unit wasn’t working properly so before it got too hot, we began looking for a new system.
What an eye-opening ordeal! Who would think buying an air conditioner would be such a sales learning experience? I told each salesman that we were hot and just wanted to be cool.
One salesman tried to run down every other company in town. Still another tried to prove that his system and service was superior (oversold it to us is more accurate). One showed us all the awards his company had earned from evaluation services. Finally, one criticized us for getting bids from anyone else.
They all seemed to have answers to questions they asked...