Finding Out Who Your Customer Is

One of the first things you do when you meet with a prospective customer is to determine whether they would be a good fit with your product offering - also known as "qualifying them".

Excellent relationships are based on being mutually beneficial (each party wins) and your time, money, and sweat are too precious to be wasting your resources on people who have no interest in your offer, or wanting to rip you off.

To help you focus on your clients needs remember this creative acronym - NEADS

N: What does your prospect have now?
E: What does your prospect enjoy most about what she has now?
A: What is your prospect willing to change or alter what they have now?
D: Who is the final decision maker?
S: How can you find the best solution for her needs

Sometimes the best solution is recommending a prospect to your competition. I am reminded of the a lady going to an shoe store and asking for a particular shoe in a size 7. "I'm sorry", says the sales clerk, "we don't sell that shoe in a size 7, how bout we try fitting you in a 8 or 9". Instead of sending this lady to her competition, the clerk is more anxious about making a sale than finding her right size - with size being critical for long term comfort/happiness.

This is because your authenticity (and brand) are more important than a quick sale. Poor qualified customers can have long lasting repercussions ("can you believe I fell for that sales pitch?") and will often find ways to criticize you, whether you like it or not. People know it's against business nature to turn down a sale, instead of focusing on their best interests. So why not surprise them?

Customers are more likely to not only remember such a remarkable feat ("go see our competition down the road"), they're also more likely to tell their friends about your business - who may end up being your real target audience.

Choosing "who" vs. "how many" is an excellent way to build a loyal customer following, strong brand, while practising ethical marketing.