Will They Get What They Want? By John Young
Zig Ziglar, motivational coach, sales trainer, and success author has a quote that is commonly referred to by other trainers when they are teaching on what it takes to be successful:
“You can get everything in life you want if you will just help enough other people get what they want.”
This simple thought is the core to the success of many great salespeople and great businesses across the world.
If we take this apart a bit, we can learn a few lessons that might help you re-arrange your business as we prepare for 2018.
First, we will start from the end of the quote: “help enough other people get what they want.” The first question this should raise in your thinking is, “what does my customer want?” Do they want convenience? Do they want a great experience? Do they want a great price? Do they want extreme value? Do they want quick and easy?
Then, the TOUGH question: Do they want the product or service you are offering?
After years in business, we can get a bit stagnant in what we are offering and how we are selling to our customers. Maybe the key reasons why customers were buying from you 10 or 20 years ago are not the same reasons people might still buy from you today.
Today’s shoppers want quick, easy, decent quality, at a fair price. They want something that will fit their needs, and make their life easier or better by making that purchase.
Does the service you offer do any of those things? Is the buying experience for your products fit today’s expected buying experience?
As an example: years ago, our small towns were offering large appliance sales at most all of the hardware stores in town, and they would carry one or two models of most major appliances. Today, the appeal for better prices and a larger selection of appliance options have changed the way we buy these larger home items. It is much easier to drive to a regional location to look at ten different options than it was even 40 years ago. The small town hardware store can’t stock and compete, so they needed to adapt and figure out what their customers wanted now to continue in business. That new niche includes stocking those little necessities of parts that keep our homes running.
I have been in the wedding industry for about 30 years now performing for weddings. In that time, I have seen the wants of our customers change many times. Here are three quick changes we have seen:
1. Today’s clients want a more personal approach than what was offered and accepted in the early 90s. They are looking for their wedding entertainment to be more than just someone playing music. They want their story shared, their participants included in the activities by name, and a unique and customized flow to their day. In our early days as DJs, we seldom used the microphone and weddings were very much cookie cutter events. We just didn’t talk much on the microphone and last week’s wedding plan was pretty much the same at this week’s plan. Today, a good master of ceremonies who customizes the day and is personable is almost more important than the music part of the DJs job description.
2. Looks and aesthetics are more important today than they were in the past. We need to be dressed better and have a professional look to our workspace that stands out as the central spot for the wedding reception fun. In the early days of mobile DJs, t-shirts and jeans were common as was the horrible looking home built gear.
3. Communications are different today. Gone are the days of talking via phone with many of our clients. Messaging, email, or video chat have replaced the traditional phone call sales and planning. Face to face meeting is being replaced by video chat because many busy young people would rather connect for a short video chat than to travel to meet in a longer face to face planning session.
The want of our clients has changed, and we now have changed to meet those wants. We now use our skills on the microphone to connect with guests and create unique, customized experiences for the guests, so it feels like one of the family is leading the entertainment. We look more professional and like the fun person who is ready to kick-start the party. Lastly, we communicate with clients in the method they prefer to make the planning process as smooth as possible.
If I were trying to sell what we did back in the early 90s, I wouldn’t be helping today’s customer get what they want… which means I wouldn’t be able to get what I need for the business; which is to make that sale!
John Young is the founder of Small Town Business Do It Yourself (DIY). You can send questions on social media and website design to John at [email protected]
Will They Get What They Want? By John Young