Wearing Your Customer’s Shoes
by Dera DeRoche-Jolet

Bob Dylan once sang, "I wish that for just one time I could stand inside your shoes - and just for that one moment, I could be you."

Those are pretty powerful words. If we could spend some time in our customer’s shoes, we’d understand them a little better. We might even change some of our business habits and most likely increase sales. But, since we can’t actually wear their shoes, we should do the next best thing in understanding our customers and what they want.

That means understanding why your customers might want a monitored security system, access control, CCTV, home integration or whatever products and services you’re offering. Then, focus on how you can make their experience with your company the best it can be. That experience entails not only the time when you sell them a system, but also the times of regular service calls and the times that you deal with any problems they might have. Your customers are what make your business flourish and if they aren't satisfied, they aren't going to stick around.

That means keeping them happy. How do you do that? Put yourself in the customer’s shoes and ask yourself what you want and what makes you happy.

You’re a customer too. As a customer, you often purchase a new product or service because you are dissatisfied with something, and you want to change it. You have a specific need and information you need to know in order to make that purchase. What is it that you want and what will urge you to buy?

Let’s take that a step further. What will prompt your customers to want to come back to your business? Looking at it from your viewpoint, what stimulates you to buy from a particular store and makes you shop there again?

The old adage makes sense: Treat others, as you would want to be treated. That’s why, in addition to knowing what your customers want most, it is important to know how you can do the best job for them.

As a customer yourself, think about what affects you when you are doing business with a company:

* What do you like about the company?

* What do you dislike?

* What makes you satisfied with your purchase?

* What makes you want to go back and do business with them again?

Now ask yourself the following questions, and use your answers to evaluate other companies and incorporate into your business what you believe will make your customers happy and motivate them to do business with you.

* Is it convenient to do business with this company?

* Does the company present a professional and friendly image?

* Do salespeople give you personal attention? Do they remember your name?

* Can you get an honest, helpful recommendations from someone who knows
what they're talking about?

* Can you easily get what you want?

* Will the company work within your busy time schedule?

* Does the company offer a variety of different payment options?

* Are the features of the product you buy simple to understand?

* What happens if you’re not satisfied?

* Is the company’s customer service helpful? Is it better than you expected?

* Can you get help quickly?

* Does the company provide information to help you use their product or service?

* Does someone follow up with you after you make your purchase to see if you
have any questions or problems?

Always listen to your customers and build understanding. Even the small details can make the difference in keeping customers loyal. By focusing on your customers' needs, you will minimize problems and show you care.

The more you walk in your customer’s shoes, the better you'll be able to understand them, and you'll be better equipped to offer a competitive advantage - even against lower prices - which will ultimately bring you more sales.