Problem seeking, problem solving & being unique

This is essentially an attitude of mind – one that needs to run throughout the whole of your company.  To be a customer focused business you need to be able to unearth the customer’s problems – where they need help, where they need your help.  The best salespeople are therefore problem seeking and problem solving – and the whole of your business needs to be geared up for such an approach.

So what does this mean?  Well it means customising your product and service offerings – and where practical providing a ‘total solution’. In other words a complete package of products and services tailored to each customer.  The less the customer has to do, the more they will pay.  Most customers want an easy life – though if your customers are companies then they will tell you that the reason they want a total solution, a complete offering of product and associated services is because they are focused on their ‘core competencies’.  Whatever the reason, it’s an opportunity – but only if you have the problem seeking – problem solving mindset.

Be Unique

The jargon term is USP; unique selling proposition.  The customer focused business realises that customers have alternatives – often they have lots of alternatives.  So why will they buy from you? What’s unique about your business?

Small companies rarely have the resource to create a unique brand or to embark on a high profile promotional campaign that creates a strong, unique, image in the minds of their customers.  This however is often a blessing in disguise.  What it means is that your differentiator needs to be for real – something in your product or your way of doing business that is genuinely different.  Such real usps create customer loyalty – lasting customer loyalty. Artificial USPS created by fancy promotions and TV adverts might win awards but they don’t necessarily capture market share.

How do you develop a USP?  Simple.  Live in the customer’s world.  Observe what they do, understand why they do it that way – then developing a meaningful USP becomes possible.

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