Clients do not know what they want

If you have been in business long enough and your client base already extends far and wide, then you probably know that your clients do not really know what they want.

It is the job of a consultant to help them know what they need. Clients also need someone who is sensitive enough to do the homework for them and explain what they want.

Study the business history.

It is funny to note that before ATMs, credit cards, or even Internet became in-demand, no client asked for them.

Henry Ford, a car manufacturer, said, “If I had asked people what they wanted, they would have said faster horses.”

The extraordinary successes of iPods, iPads, and GPS weren’t based on benchmarking, critical success factors, or even poll results. Clients never said they wanted any of these things. Their creators simply created them, and hoped that people would love them. 

Each of these product manufacturers asked the same question: “What would clients love to have, something that they would want and need as well?”

We need to ask the same question.

Now, “what would people love?”

Whenever you consider your business’s next steps, ask: “If we are starting this business from scratch, what would we do differently?” Know the answer and do it. Now and then, start from scratch.

Now, let me tell you something.

Mad Science-Philippines is an education business that my son, Bryan, now manages. He is always trying out new things and approaches, and as a result, he has brought the business to another level.

Before, when it was starting, my team and I weren’t burdened by any past successes or excesses.

This is an edutainment business, a fusion of education and entertainment. At first, when brochures and product information were presented, the clients still do not understand. Even when the business is labeled No. 1 in its field all over the world, too few knew about it in our country.

Here is the key.

My people were passionate about the product and presented it to whoever was interested to listen. They presented it to schools, parents, companies, and churches. Once the prospects tried it, they loved it. They became aware of what they wanted.

The starting stage will always be difficult.

The most important lesson we have learned is that the value of planning is not in the plan, but in the planning. Planning can teach you and everyone things about your business, market, customers, and each other.

We also need to be patient and do our homework.

Ask vital questions like:

Who are the experts in your industry?

Which editors, writers, and publications wield the most influence?

Who publishes, edits, and freelances for them?

Which client shapes the opinions of other clients and prospects?

What is your relationship with these people?

Which newspapers and magazines do readers respect most?

What about blogs? Tweets? Facebook?

The more knowledge we have, the more ideas we can cultivate, and the more value we can provide for our customers. They can now identify what they really want and need.

We owe it to our clients to be resourceful and meticulous. We need to provide them with what they really need.

In other words, we need to do our homework. There is a term for such and it is called service.

(Mark your calendars. Spend two inspiring days with Francis Kong learning leadership and life skills as he present Level Up Leadership on Sept. 23-24 at EDSA Shangri-La Hotel. For further inquiries contact Inspire at 09158055910 or call 632-6310912 for details.)