A few weeks ago, my husband and I went to the Auto Show at the Washington, DC Convention Center. As you can imagine, there were 100s of cars from just about every manufacturer. Many of them were bright and colorful or had interesting designs.
Then we saw this grouping of Mercedes. All sedans. All gray. What you can’t see from this picture is that there are a few more on either side.
We laughed at the blandness; but the truth is, Mercedes understands what their customers want and is giving it to them.
Why you should be listening to your customers
Does this sound familiar? You create a course, workshop, or offer a certain product because you know your audience is going to love it! You get more excited each time you add a module, create “bonus” material, or think about someone using your product. You’ve put your heart and soul into it and can’t wait to share it.
And then you realize they don’t want all of those great things (in your mind) you put together. They want a gray Mercedes.
How can I paint such a vivid and accurate picture? Because that’s me. I offer process workshops that cover 9 different business areas such as Marketing, Sales, Onboarding Clients, etc. Sure, small business owners have attended the workshops and told me how much the workshops have helped them increase growth and revenue.
But, it’s been a lot of work to get that message to other small business owners. Then I got my wake up call. At last week’s Marketing Process Workshop, my attendees kept coming back to questions about following up effectively to close sales or re-engage previous clients. I always get questions about following up at my workshops (especially the Marketing and Sales ones) but I’d just answer them and move on to my planned material.
Not sure why it took so long to hit me, but I realized right then that I had to stop being so focused on what I wanted to offer and start listening to my customers.
Give your customers what they’re asking for, not what you think they need.
I finally took the hint and asked members in one of my networking groups if they would be interested in an online workshop for following up effectively. Within minutes I had 11 people say yes, with more over the next day. I didn’t even have the product yet and people said they would buy it!
Instead of me spending time creating something I don’t know if they want, I’ll start with creating the Follow Up Seminar that they clearly do want. Once they get to know me and see my knowledge and expertise in action, i can let them know about my other workshops.
Master the Art & Science of Following Up for Business Success
Sign up to get notified as soon as the early bird special rate is available: Master the Art and Science of Following Up for Business Success Seminar.
I’ll be holding the first online Seminar in mid to late March. Your name and email won’t be added to any other list.