Organic Hat

MANCHESTER, NH
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what your customer wants

Trying to decipher what your customer wants when they visit your website is no different than asking the same question about your customers if you ran a coffee shop. Meeting the needs of a customer doesn’t change all that much from business to business or business to website. Think about it.

Customers Want Tasty Coffee

Customers are searching far and wide for a good cup of coffee, a cup that tastes good from start to finish. What they don’t want is to to hand the coffee back to you because you got it wrong. Getting it wrong can start a chain reaction that will ruin both the customers mood and yours as well. And possibly lose you a repeat customer.

The customers is not concerned that 2 people called in sick today (don’t tell them that). And they are not concerned that coffee beans doubled in price as they were walking in the door (don’t tell them that). What they are concerned with, is getting their enjoyable coffee and leaving. Everything else is an aside.

Customers are searching
far and wide for a website that
answers their questions, easily.

These potential customers may order the coffee black or with a combination of cream and sugar. Additionally what your customer wants is a complete line of beverages including lattes, cappuccinos, espressos and other trendy favorites.

You can’t afford for a second to think your customers are going to be expecting anything less than the best quality coffee from you. If what your customer wants each time they visit is fulfilled, they’ll come back. They’ll also recommend your coffee shop to their friends. 

If your customer easily finds
answers to their questions
on your website,

they’ll come back.

Nothing is going to irritate your clients more than being told you’re out of lids or something comparable that makes it look like you are not prepared. Keep a close eye on your stock so you constantly have lots of ingredients on hand. Your visitors will come to know your coffee shop as being quite dependable. Speed is very important with regards to operating a coffee house. You can have a line all the way to the door in the morning that may be thrilling, but you have to keep it going. What this means is your team has to be well trained and know just how to make each drink on the menu.

Many of your customers may be stopping in on their way to work and they’re not going to be late because they had to wait around for the line to move. To keep the line moving quickly you are going to have to invest lots of time in the training of your team before they’re turned loose out to greet the morning rush. the team needs to know just how to make every beverage you provide and how to run the machines to get it done. Ensure you hire individuals who are friendly and willing to learn. Most customers of coffee may tell you that the location of the company is going to affect how frequently they stop in, but a great product will get them to drive out of their way.

The location you choose for your coffee shop needs to be simple to access by car and by foot. This is going to benefit you in lots of ways so be sure you find a beautiful location where you may expect high volumes of traffic on a daily basis. Coffee shops definitely need to be open quite early in the morning. Many people actually need it before they start an early shift.

5 Things Your Customers Want

1. Listen To The Customer Intently

You cannot truly listen to anyone
and do anything else at the same time.

M. Scott Peck

I vividly remember sitting in somewhat small auditorium somewhere in Burlington Vt. listening to a talk by M. Scott Peck. I’d only recently read his book The road Less Traveled and he had my full attention that day, or so I thought.

When he started talking about how listening is hard work and if done correctly you can’t do anything else I caught myself doodling in my notebook and flushed with a bit of embarrassment for not being fully enraged. I’m sure no one noticed but it was a moment that sticks to me to this day.

My encounter with the above enlightening moment happened over 30 years ago and even today I have to remind myself to listen fully when I’m talk with a customer or even when chatting with a friend. It is hard work.

Customers not only expect us to actively listen to them but also to give them an answer that is directly related to what they’ve asking or sharing, not jump into a sales pitch the moment they pause to take a breath of air.

Recently I was interacting with a clerk at a local drug store and she started reciting my street address, zip code, phone number and emergency contact person. After each item on the list I told her nothing has changed, yet she continued on down the list without acknowledging my telling her 4 times nothing has changed.

The clerk was following some sort of mindless corporate policy in asking me this, but at that moment she had shut off her hearing or her ability to react to what I was saying. And even after she had finished and I had finished she showed no recognition that I had said anything.

Do you jump into a sales pitch when a customers take a breath? Do you anticipate where the customers question is going to be, and start answering before they are done talking?

And the big question. Do you feel upset or marginalized when someone doesn’t pay attention to what you’re saying? Think about it.

2. Understand The Customer’s Needs

Listening to your customers intently will give you a fair idea of what they want and also what their unspoken needs may be, and listening is a good first step to identifying those needs.

But listening is only the first step along the transactional journey. The next step has only 3 letters but those letter create a huge hinge in this process. The next step is to Ask the customer questions based on what you’ve heard and what your valuable experience that you’ve brought to the encounter tells you.

Of course finding out their needs and bring them into the conversation depends on what your products and services are. If you are selling ice cream cones than your customers needs will include napkins, but the fact that they live in a forth floor walk up won’t come into the equation. If on the other hand you sell refrigerators or cement blocks than where they live needs to be in the (need) equation.

Does the above paragraph make sense to you? Needs are often unspoken and very often unknown to the business owner or salesperson, but they are crucial to the satisfaction of customers buying experience.

Create a needs chart can go a long way toward helping you know what question to ask depending on your products or services. There are countless things to ask customers but having a list that fits with your products and services can scale down the amount of questions you need to ask.

  • Where does your customers live?
  • Does your customer have the ability to setup you products?
  • Does your customer understand how to manage your services?
  • Does your customer have correct infrastructure to handle your products?
  • Does your customer understand the maintenance and warranty do’s and don’ts?
  • Can your customers better use a different product or service than the one they are interested in?

These questions above are examples and not by any means a complete list of things you need to take into consideration when finding out if you are meeting important needs your customer may have.

I’ve know businesses that hook people with easy credit even when they know it may lead to trouble. Business owners and salespeople are not the moral police but we all have a responsibility to not knowingly saddle out customers with too much debt or expect them to handle technology they are not in a position to operate. Think about it.

3. Help Customers Avoid Potential Risks

Helping your customers avoid foreseeable risks is not something that directly adds to the bottom line, but as I said in number 2 (above) we have a responsibility to not knowingly send our customers into potentially unsafe or risky situations.

Treating all our customers as we would want to be treated or may as we hope someone would treat our grandmother pays of fin self respect . And even if the customer doesn’t know we done something good, we will and our business will benefit mightily from our actions.

4. Make Collaboration An Option

Collaborating with your customers may sound like a stretch but if you think about it for a moment I think you’ll see how important it is and how the customer is often looking for someone that is invested in their project and their success.

Collaboration of course is for bossiness that are developing long term relationships with their clients, and not to the mom and pop store selling someone an easy chair. Though know your customer is very important for all sizes of business.

When you are looking for creating a relationship that will last for many projects over the course of many years your customer is looking for someone who will collaborate, looking for some one who will be invested in their success.

Right from the start let your customer know you are excited about possible collaboration opportunities now and down the road. Let your client know you in the boat with them and you’ll take your turns with the oars.

5. Share New Ideas And Contexts

Any strong business relationship can be built upon your willingness to share your new ideas with your customers for their success. Innovation, creativity and moving forward depends on see things in different contexts and from different horizons.

Your customers want your input and corroboration in their quest to keep reinventing their business and their success. Let them know form the start that you’ll share ideas and directions pointing to renewal and growth

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