Do You Understand Your Customers’ Buying Motives? Learn NOW!
It's Sunday morning...
I take my dog and head out for our walk. On the way back, I stop at Lyndell's Bakery Lyndells, an old-school place in Somerville, MA, where you grab a paper number from the 1950's dispenser by the door.
The 1960's curved glass cases display cakes, Italian cookies, pies, cakes, cannolis, and diet-busting pastries. I pick up a couple of donuts (their cinnamon sugar is killer) and scones from the clerks, who greet me like an old friend.
Sure, I could go to Dunkin Donuts, but I like doing business with Lyndell's.
"Next time, you bring your granddaughter!" the clerk calls after me as I leave. She knows how much my granddaughter loves sprinkles.
In my old neighborhood, I had four breakfast places on the same block.
They each have their devoted following and house specialties.
One is a diner where old guys park at the counter with their newspapers or meet up with friends.
Sometimes, breakfast rolls right into lunch for them. The BS and banter are as thick in the air as the smell of bacon and eggs.
Another place is known for its innovative, fun breakfast foods with a Middle Eastern and Greek influence. Its kid-friendly atmosphere draws a crowd with strollers double-parked along the sidewalk.
If you asked any patron at each place, they would swear that their favorite was the best.
Same for my local hardware store.
The last time I visited, the clerk reminded me that the garden clippers I wanted were back in stock. She asked me about my roses and if I needed more Rose Shield.
She and I bonded over our shared love of cranky old roses.
I know and trust these people to take care of me.
I could "add to cart" and deliver the clippers to my door, but I prefer supporting businesses who care about me.
I buy from the people I know, like, and trust. So do you.
As an entrepreneur, you are certainly not the only one selling garden clippers or marketing services.
Customers have hundreds or even thousands of places they can choose to patronize.
When they choose you, they are voting for you and your brand. The first sale may be luck, Google page rank, or a recommendation from someone.
Now they are your customer.
Here is what you can do to ensure that they keep coming back.
You Must be the BEST Solution to Your Customer's Problem
Being their best solution will keep more customers than anything else. If you solve the customer's problem and your solution fits their needs, you can have a customer for life.
To be the solution, you must understand the problems your customers encounter.
Conduct market research, gather feedback, and gain insights into their challenges. Listen actively and engage with your customers to identify their need for help.
Empathize with their frustrations and difficulties and deeply understand their needs. This allows you to tailor your offerings accordingly.
Be the business that LISTENS and responds.
You Must Become the Business That Listens...and Customizes Solutions
Once you truly understand your customer's problems, the next step is to provide customized solutions.
Products and services that address specific customer needs are more likely to resonate with your target audience.
Depending on what your audience tells you, you may already have a product or service that works.
Or you may find a newer, better audience - and more profits - if you can modify your existing products and add or develop new features,
You may also hear your customers asking for a product or service that no one currently supplies.
By going the extra mile and listening to what your audience wants, you effectively demonstrate your commitment to solving your customers' problems.
You Are the Business Who Anticipates Trends and Future Challenges
When your business anticipates future challenges, capitalizes on trends, and proactively provides solutions, your customers rely on you and your products and services to stay relevant and help solve their problems.
Be the trusted advisor who is informed and adaptive, and position your business as a problem solver, helping your customers navigate uncertainties and stay ahead of the curve.
Your Business is Authentic and Worthy of Trust
Customers who choose to buy from you seek an authentic, personal experience.
The clerk remembers that you need clippers or knows that your granddaughter loves sprinkle donuts. They know you as a person, not an algorithm or name on a spreadsheet.
People long for genuine interactions in a world where "add to cart" transactions are commonplace.
Being your true self, sharing your values, and demonstrating your integrity lets you build trust with your customers.
Authenticity allows customers to relate to you personally and establish a connection beyond your products or services.
Customers are loyal to you, not just your offerings and this emotional bond can be a crucial differentiator in a competitive market.
Your Business Demonstrates Expertise and Credibility
Establishing yourself as an expert in your field adds value and trust to your customers' buying decisions.
When customers perceive you as knowledgeable and experienced, they trust your judgment and recommendations. You become a trusted partner and advisor.
Sharing valuable insights through thought leadership content, providing accurate information, and staying up-to-date with industry trends enhances your credibility.
Customers are likelier to choose you over competitors because they trust your expertise. Your reputation becomes a significant factor in their purchase decisions, leading them to buy from you as a trusted authority.
When my roses had problems, I trusted the expertise of the garden center clerk to recommend Rose Shield to fix my ailing roses.
You (and Your Business) Have an Emotional Connection with Your Customers
Customers who feel emotionally connected to you are more likely to choose your products or services.
Think I am wrong?
How much emotional connection do you have to Amazon or Walmart versus your local coffee shop?
You – like your customers – buy from people they know-like-trust. People like to support businesses that they have a connection to.
What connections are you making with your customers?
