The Boy Scouts motto “Be Prepared” should apply to everything in business as well as life. The more prepared you are, the more opportunity presents itself. That’s just one of the ways we have been able to maintain a sound business base during the economic upheaval of the past two years. We have also focused on increasing the value of the services and products that we offer to our existing customers.
To put in place a viable business plan that enabled us to weather the economic changes within the industry, we asked both ourselves and our customers some tough questions. So, the next time you’re working on a customer briefing or developing a marketing plan, you might want to ask and answer some of the same questions we asked. The answers might just help you make the changes you need to make or help you deliver a superior product to your customer.
1. What are the top 3 questions that are consistently asked by the customer?
Understanding why certain types of questions are being asked of suppliers and others, and exploring all the potential answers can provide an edge over the competition and demonstrate to the customer that you have a clear understanding of their industry. This knowledge provides the opportunity to develop multiple solutions for their unique requirements.
2. What are the top 3 challenges that they regularly face in their business?
While businesses within industries are similar; each operates within a unique set of circumstances. Researching the business to expose this information can widen the divide between you and your competition. When you couple this knowledge with industry challenges and then provide viable solutions, you begin to establish credibility and develop a “value-based” relationship with the customer.
3. What are the top 3 mistakes that folks in similar businesses make on a regular basis?
This is information that you keep in your back pocket. Understanding the top three mistakes made most frequently by businesses is important, so that you don’t go there and you don’t lead your customer there. However, the best use of this information – when discussed with the customer – is through testimonials or case studies; examples that are “safe” for the customer to process.
4. What are the top 3 issues that are consistently faced in this industry/market.
Within industries there are issues that go beyond individual businesses. Once you know what the issues are and are comfortable discussing them, you will have one more marketing tool in your toolbox. As you continue to build credibility, you build trust. Earn their trust and you will earn their business.
Waleed Ashoo
CEO/President
LithExcel Communication Services Provider
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