Masonry Magazine February 2001 Page. 38
NINE
THINGS
YOUR
CUSTOMERS
WILL NEVER
TELL YOU
by Richard Ensman
Make a serious mistake and your customer will let you know about it... fast. Payment errors, quality defects, and other obvious problems will motivate your customer to call you quickly.
But what happens when your customer perceives a less obvious, intangible problem involving your communication style, temperament, or personal behavior? Will your customer call you? Not likely. In fact, if your customer perceives the problem as serious enough, he might even fail to buy from you in the future and never tell you why. Worse, even if your customer generally likes the way you do business, he might happen upon an alternative supplier who offers something you don't, and quickly change his buying habits.
Here, then, are nine things customers will probably never tell you. They can have a profound impact on your sales:
1
You patronize me. I don't like the oversimplistic way you describe your product. I feel as if you're talking down to me. Lesson: Always ask your customer whether she wants more or less detail.
2
You don't keep up with trends. I want to be able to send questions and product queries by e-mail, but I've discovered you're not "wired." That makes me think you might not be up on other things as well. Or: You always seem a step behind the latest product developments. Lesson: Each year, identify three of the top business and technological trends in your field, and develop a plan to stay current. Equally important, let your customers know you're staying current.
3
I'd buy more if you asked me. I have so many needs, but you don't seem to recognize them. Maybe you offer products that would make my life easier, but I have no way of knowing. Lesson: Instead