Is It Good To Have Happy Clients?
There a belief that happy clients are your worst enemy. Is this
idea true? The problem is that happy clients don't complain.
Happy clients aren't looking for new solutions. And, happy
clients will not spend their money on something they don't need.
'But client satisfaction is the foundation of my business,' you
exclaim. Partially true! Your client's complete satisfaction
should be your ultimate goal. Here is the key question: If a
client is satisfied with your product today, will your product
meet their changing needs tomorrow? Change is the only constant
in the business universe. Your client's needs change every day
and your challenge is to identify those needs that are causing
dissatisfaction in their life. Finding and solving these elusive
needs will lead to more sales for your business.
Ask yourself, are you searching for new areas of client
dissatisfaction for your product or service to solve? Are you
focusing your marketing on their needs and desires? Are you
positioning yourself as a solution to their problems?
Clients and prospects are always looking to improve their
personal condition as they travel through life. It's a natural
quality of the human condition. What they currently possess may
satisfy them today but that is sure to change. Within this
change resides opportunities for you.
Your growth and prosperity will come from the unsatisfied and
the needy. These are the people who may or may not know they
need a solution. It is your job to uncover their hidden needs
and supply the solution.
So you ask, 'If they are satisfied now, I need to create a new
dissatisfaction?' The answer is no, you are not necessarily
creating the dissatisfaction but uncovering it for them to see.
When you think about it, we all live in a state of ignorance
throughout our daily lives. We don't realize that we need what
we don't have. Simply put, you cannot satisfy a need until you
know that you have one in the first place.
For example, not too long ago there was a time when computers
did not exist. We were unaware of the influence and benefits
that these machines would have on our daily lives. Yet we
survived without them in blissful ignorance as we plodded
through the workday. Today, you can't run a business without a
computer on your desk!
The computer industry uncovered a whole host of reasons that we
were dissatisfied: streamlining document processing, efficiently
transferring data, communicating instantaneously anywhere in the
world, and having vast amounts of information available at the
click of a mouse. Indeed, these needs always existed somewhat,
but the marketplace didn't know it needed the productivity a
computer offered.
The catalyst to discovering these unknown needs are imagination
and innovation. You must find the dissatisfaction and creatively
communicate your solution to the client. Until you make this
discovery, happy clients are not interested in purchasing more
from you. Your goal must be to find an offering that fills a
need, solves a problem, or improves their condition.
Creating the products and services that put an end to their
current dissatisfactions is the best way to insure continued
business growth.
You can become a leader and innovator within your industry. With
this strategy you will position your business as a valuable
resource that is trusted and looked on as the best choice in the
market. This makes sales much easier, decreases your enemies,
and greatly increases your success.