Module 2 – Magnetic Skill
When you understand your customer and serve your customer, your customer will respond. To learn what your customer really needs, you must watch them, talk with them, and listen to them. You must be sure you understand their concerns and overall business issues. When you understand the broad environment your customer lives in on a day-to-day basis, as well as their issues and concerns, you can apply the creative efforts necessary to design a compelling solution that will be successful.
There are two ways to view every element of your business from your customer’s perspective: Stand in their shoes and see through their eyes.
1. Stand in your Customer’s Shoes
Have you stood in THEIR shoes – literally, repeatedly? Don’t assume!
Describe your ideal customer right down to their shoes. What do they look like? What are their physical characteristics – right down to their shoes?
What are their Emotional Characteristics? What do they love to do? What is their biggest problem? What do they value? What are their Employment Characteristics? What is their job title? Where do they work? How much money do they make?
“The challenge is to view every element of every part of the business through the customer’s lens; to literally redefine each element from the customer’s perspective.”
Tom Peters, Author
In Search of Excellence
2. See Through your Customer’s Eyes
Have you looked through THEIR eyes? What do they want? When you see through your customer’s eyes, you understand your customer. The inner nature of your customer’s actions becomes crystal clear. In understanding your customer, you will better understand how to respond with your own actions and activities. This presence of understanding alters the way you behave.
Describe what your customer wants, needs, and expects. What does your customer want?
What does your customer need? What does your customer expect?