Know this. No matter how good your product or service is, the simple truth is that no-one will buy it if they don’t want it or believe they don’t need it.
And you won’t persuade anyone that they want or need to buy what you’re offering unless you clearly understand what it is your customers really want.
Knowing and understanding customer needs is at the centre of every successful business, whether it sells directly to individuals or other businesses.
Once you have this knowledge, you can use it to persuade potential and existing customers that buying from you is in their best interests.
We are here to tell you what you need to know about your customers, how to use this information to sell to them more effectively, and how to win business from your competitors.
The things you need to know about your customers:
Why do your customers need you?
Every business needs a reason for their customers to buy from them and not their competitors. This is called a Unique Sales Proposition (USP). Your USP can be identified by completing the phrase “Customers will buy from me because my business is the only…”
Your USP can change as your business or your market changes, and you can have different USPs for different types of customer.
For example: A jewelry store could offer a free same-day delivery service for its business customers within a local area – an effective USP for businesses that need fast delivery the same jewelry store could offer a 5 per cent discount to businesses that spend more than ₦10,000 a month – this would be a USP for cost-conscious customers the jewelry store could also make sure it offers the most comprehensive stock of designs in the area. All of these USPs can be effective because they are driven by what the customer looks for when making a buying decision.
It’s a good idea to review your USPs regularly.
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