Have you ever had a scenario where you are talking to a customer about his or her needs, and you realize what you have to offer isn’t an exact fit? Maybe you can provide part of the answer, but you know that you can’t solve the whole problem. What do you do in this scenario?
Hopefully you treat it like a good doctor would. You diagnose and provide the necessary referrals to the people who can help. If you think of your customers in terms of relationships, you will always be looking to add value. One of the best ways to add value to a customer is to truly listen to their needs, be honest about what you can and can’t provide, and provide suggestions and referrals when you can’t solve the problem.
Listen First
If you want to be able to give good advice, you need to be able to listen to your customers and diagnose their issue. If you are too focused on what you are offering, you will miss what the customer is saying they need. If this happens, you will not get the sale. The customer will realize that what you are offering isn’t going to be a fit for them. They probably won’t tell you right away. But eventually, when you catch them on your third or fourth follow up call, they will tell you that they aren’t going to buy.
If you do take the time to listen, a different dynamic will be in play. You will see that what you offer is not an exact fit, perhaps even before the customer does. If you do, you can adjust. You can honestly tell them that you see their need and that you don’t have a perfect solution. Then, in that moment, you can build trust with that person by telling them your suggestion and referrals for people who might be able to help them further. When you do this, one of two things can happen, and perhaps both.
First of all, you will have the opportunity to continue to build a relationship with this customer. You want to do this whether or not you get the sale. By listening and providing pertinent info, the customer will be happy to engage in a continuing relationship. You will be a valuable source of information going forward. You will have the opportunity to stay in contact via newsletters, phone calls, and more. The door remains open, even if the sale doesn’t happen.
Secondly, when you recognize that you can’t provide a complete answer and recommend some other options and ideas, you may find that you still end up with a sale in the end. Because you provided good advice, you will be valued. If you can provide a piece of the puzzle, the customer may want to work with you on that piece. Finding a business that can provide good advice and be trusted is a valuable thing, after all.
Network and Learn
Listening is the key to being able to give good, pertinent advice. But you are also going to need to know what to say and who to recommend when you find a need that your business doesn’t fill.
Educate yourself about broader issues in your industry. Read books, blogs, and go to conferences. If you have a solid understanding of things that your customers need to know, you will be in a position to provide great advice.
Just as importantly, network with people and businesses who provide answers that you don’t. Get to know the people you may end up recommending. Remember, trust is the most important currency you have. If you refer a customer to a business, you had better trust that business to do a great job. If you don’t have that confidence, it is better to not refer. Go out and find companies that share values with you. Build a network of complimentary businesses so that you will have someplace good to send customers on referral. Chances are, if you build these relationships, you will receive referrals in return.
Give the Best Advice
Its okay to be known for giving advice, as long as its good advice. Don’t spout off about things you know nothing about. Do your research. Put in the time to provide great information. Yes, you will be providing the extra information for free. In some cases, you will even be convincing customers to take their business somewhere else. But here is what matters, your relationship and your reputation.
Be a fountain of good advice and you will attract quality customers as well as a great network of complimentary businesses. You will also be trusted, which makes getting sales a whole lot easier. So don’t be afraid to be honest and to be helpful, even at your own expense. It’ll pay off in the end.
Recommended Reading
I am constantly on the prowl for good business books. Right now, I am reading Crush It, by Gary Vaynerchuk. I love Gary’s take on passion and business. This book will give you a kick in the butt to get up and get moving as you pursue your passions and your business.
If you are interested in Crush It, you can get it through Amazon by clicking here or by visiting your local bookstore.
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Bradford Shimp is the publisher of All Biz Answers. He is also the co-creator of Idea Anglers, a place to see your ideas come to life through collaboration. Follow on Twitter @bradfordshimp. Let Bradford help you with your business – visit BroadRiverCreative.com
