Understand Your Customers' Wants

Dave Romeo • February 13, 2024

If You Don't Know, Ask Them

In 25 years of coaching clients, one thing has become clear; most customers have no idea what their customers want. It’s usually only after they take the time to ask each customer what he or she wants that they even get an inkling as to what their customers value and expect from them.

For example; one of my long-standing clients is Stages Planning Group. For many years, I’ve had the privilege of coaching the owner of the business, Lou Leyes. Lou is an exceptional leader and an outstanding financial planner. In our case, he was my client, and I was his. The advantage of having your coach as a client is that he can give you the perspective of what it feels like to be a customer in a way that’s easy for you to understand.

As a customer, I don’t expect a financial planner to control the market. I don’t expect a financial planner to make sure that my investments never lose any money. What I do expect is that my financial planner can explain to me — at a level I can easily comprehend — exactly what’s happening in the market and what I should expect going forward. I expect guidance during tough times and recommendations when the market takes an upswing.

In your business, do you clearly understand what your customers want from you? If not, I challenge you to immediately start calling them and asking them what role they see you in. And remember, "one size fits one."

That means you need to call multiple customers in order to make sure you understand exactly what they’re looking for from you.

“Harley-Davidson sells a 43-year-old accountant the ability to dress up in black leather, to ride around in a small town, and to have people be afraid of him.” – Former CEO of Harley-Davidson

Let me hear from you.

(This excerpt is taken from The Sales Academy 5-part series). I encourage you to click here to register for The Sales Academy running on five consecutive Friday mornings beginning on April 5, 2024, at Bellomo & Associates in York, PA from 9:00 AM to 12:00 Noon Eastern Standard Time. This seminar is also available for live streaming.

For your convenience, this same content is also available on demand, at Romeo Network Online Learning. Click here to secure your spot!

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