Have you ever considered that customers (clients) who are happy with what they have could be your worst enemy. “Why could that be?”, you ask.
Like it or not, happy customers don’t complain. Happy customers aren’t looking for new solutions. And, happy clients will not spend their money on something they don’t need. “So what?”, you ask. And, isn’t client satisfaction is the foundation of my business? Right?
Yes, that’s quite right. 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?
We work on the premise that change is the only constant in the business world. Your customer’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.
So, 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 and your business.
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?’
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 personal 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 all 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 customer are probably 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. After all you don’t just live for the next few months, or years, but for a long, long time into the future.