You do your utmost to listen to your customers so that they can always express themselves easily. Except that there are things that do not tell each other. By modesty, lack of time, lack of desire or only because it seems so obvious that you have to know. That’s all.
Neither you nor we are perfect. We have strengths and weaknesses that can express when we are in the role of the client. And it’s the same for your clients, be they billionaires, workers or yoga teachers. If you understand these things that your customers do not dare to say to you and that you answer them, they will feel unconsciously accepted, heard and followed – because it is the unconscious that is concerned. You will gain their trust and loyalty.
“Always keep in mind the old retail adage: Customers remember the service a lot longer than they remember the price.” – Lauren Freedman
Talk to your customers, not to their heads!
Whether we like it or not, emotions directly influence our decision-making. The belly would be the seat of emotions; our decisions would be taken with our “guts” (gut as say the Americans) Therefore, we will be more interested in talking to the stomach of our customers than their head!
In fact, no part of our stomach makes a decision. Eat quietly! Everything happens in the limbic brain, the right brain. The reason the belly would be involved in the decision process is that the part of the brain that controls it also controls our emotions. Whether you rely on your stomach or follow your heart, the reality is that everything is in your limbic brain. So we take our decisions guided by our emotions in the first place. It’s uncontrollable. This process identified through neuroscience.
Richard Restak, the eminent neuroscientist, describes this process in his book “The Naked Brain“. When you force people to make decisions with only the rational part of their brain, they almost invariably end up “thinking too much” (overthinking). These rational decisions take longer to do, says Restak, and can often be of lesser quality. In contrast, decisions made with the limbic brain, decisions coming from “belly” tend to be faster and better decisions.
Do we forget the left brain, that of reason? Surely not! It has a vital role on the contrary. Reasoning intervenes to justify our choice by logic.
The right brain, the hemisphere of emotions and intuition, reacts first in the decision process. Unconsciously, the decision-maker has already made a decision, guided by the emotional scheme, his experience, his values, and his unconscious. The left brain that of reason, will then logically and rationally support this choice.
Know your customers better than they know each other :
By identifying the emotions and aspirations of your customers, you will understand better how to meet their expectations and convince them. However, if the logical motivations are easily identifiable (ex: buy a watch to have time), the emotions related to this purchase are not always obvious (ex: buy THIS watch to give a picture of success). This example is intentionally simplistic. However, deciphering the emotions that influence the decision of our customers is often a much more complicated task, and yet so critical.
Emotions, a source of innovation to exploit :
Taking into account the customers’ unexpressed emotions offers a great potential for innovation to explore. They influence technological innovation – most major disruption satisfies emotional and functional desires never expressed – marketing, communication and the media. The challenge is to decode his emotions and his secret expectations. An “emotionally innovative” product significantly increases its chances of success. It’s worth digging into your customers’ heads, right?
Tools and methods to innovate emotionally :
What are my customers thinking about and what do they expect? How to touch them and appear unique? These are essential questions that you must ask yourself continuously and above all, answer them!
It is what we work on every day alongside our customers, startups, growing companies and more and more substantial companies that question us. We remove all the filters that distort the vision that these companies have of their customers, we warn of the temptation to be “extreme”, to persist in one direction on the pretext that it can be validated. We allow them to be wrong to succeed.
These methods we share openly with those who wish to control them and be autonomous. This is what we propose with the workshop “Innovate as a startup “. An intensive day to work, work, work to come out with techniques, practices, and ideas to bring out the ideas that your customers expect … without being a marketing pope!
On paper, it’s perfect. In fact, listening to unmet and unconscious customer demands and expectations is a compound exercise that requires a good deal of empathy, and the use of agile marketing techniques.
We strongly recommend that you undertake this reflection for your company. In the meantime, we are already giving you some tips!
Here are 30 things your customers want you to know without having to tell you :
- You do not have to be perfect, but I have to be able to count on you.
- I appreciate when you take the time to thank me for our collaboration.
- It is crucial for me that you thank me when I send you a new client.
- I do not understand some messages that you send me. Make it easier, be more explicit.
- No need to play the superhero. Do only what you said you would do.
- Your collaborators treat me as you treat them to be vigilant.
- Spending money is not a concern for me as long as I feel like it’s worth it.
- I have a stressful life, and if you manage to reduce this stress, I will give you even more value.
- Ask me from time to time how we could improve our relationship. I wish I could tell you.
- I want to trust you, but it’s difficult. I’ve had myself in the past.
- Very often, I doubt my choices; I need to be reassured.
- I feel valued when my friends thank me for pointing them to you. Thank you for treating them as well as me.
- It’s not because I get rich that I do not like free things (on the contrary!)
- I’m not comfortable recognizing my mistakes, but I appreciate when you do it.
- I do not understand your website … and it annoys me.
- It makes me jealous if you seem to prefer another client.
- I hate salespeople, but I love buying!
- I want to buy your product. Help me justify this purchase to myself.
- I have a panic fear of being wrong. All the time.
- I do not care who it is when there is a problem. Find a solution that suits me. The rest, I do not care.
- I love when you do the work for me. And even more, if I get the credit.
- Most of the time, I do not know what I want. Thank you for finding in my place.
- I do not like to change my habits. Not at all.
- Your successes flatter my ego and reassure me in my choice.
- Out of sight out of mind. Disappear too long, and I forget you.
- I am lazy. I’ll have to chew the work if I have to make a little effort.
- My biggest fear is losing face.
- I aspire to a better life. But I use my energy not to lose what I already have.
- I like to get more than what I paid.
- I have very little time to give you but give me all your time when I need it.
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Aashish Sharma is an Internet Research Analyst and an aspiring social media marketer. He aims to be a part of the most active online community and most widely-read blogs on the web, covering the insights of becoming an entrepreneur that will help in preparing the leaders of tomorrow.