Recently, I was fortunate enough to book
an appointment with a highly recommended hairdresser. Although
generally booked months in advance, she had just had a cancellation
when I called and I was able to see her within a few days.
Shortly after I arrived, as her assistance
prepared to shampoo my hair, 'Sarah' excused herself from
her current client and walked over to me. As she ran her fingers
through my hair to determine its texture, thickness, etc.,
she quizzed me on what kind of haircut I wanted.
I (rather ineptly) described the style that
I was hoping for. Sarah nodded, continued to run her fingers
through my hair, asked me a few more questions, then told
the assistant to proceed with my shampoo.
When the next 30 minutes of cutting, drying,
and spraying were completed, I looked into the mirror at the
finished product. To my utter and complete joy, I had exactly
the hairdo I had been looking for! Sarah had lived up to her
reputation.
What has all this to do with marketing?
One of the most important things a businessperson
needs to do when dealing with prospective clients and customers
is to ask questions and then LISTEN. Find out what the person
wants. What kind of problem exists? What are the person's
expectations?
Sarah listened to me. She paid attention.
She asked me to clarify things that she wasn't sure about.
Throughout the entire appointment, she continually reaffirmed
my wishes. Every step of the way, she made sure that she was
providing me with what I wanted. Not only that, along the
way she gave me pointers on how to manage my new hairstyle.
Too often, we offer our clients what WE want
to give them. We forget to consider what THEY want. But when
we take the time to ask questions and LISTEN, we learn about
their problems, their needs, their desires. Only then do we
have the tools to create a satisfied and happy customer that
will come back again and again.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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