How Much Do You Care?
If you don’t care enough to figure out their pain, why should they care about you?
Are you tired of being shopped? Have your products become just another commodity? Why doesn’t "winning the bid" feel like a win? Did you win if you don’t feel good about yourself or your client when you get the order?
Do you spend all of your time learning about your products and zero of your time learning about your customer? You’ve got it wrong. Spend more time researching your customers’ business, their industry, their challenges and their problems. Then go to work and think about how you can help them.
When you get to the point where you know what they want to do, create, become, feel or have and you understand the challenges that they face—then and only then will you earn their loyalty, their respect and become an integral part of their team.
If you don’t know why they should choose you, they’re not going to know either. If all you do is source product, you better be able to find enough customers who don’t know how to use the Internet, don’t have your competitors calling on them and consider that a major challenge.
You can’t just say that you care more than your competition. You need to be able to demonstrate it. You need to learn how to listen, how to observe and how to understand that you need to make your customers’ feel like a better version of themselves because you came into their lives.