You Need to Occupy a Different Place in Your Customer’s Mind

You have to occupy a different place in the customer’s mind. When they think of you, you want them to think about you differently than others. With all of the products and services customers see, you can’t cut through the clutter unless you occupy a different place in your customer’s head.

“When they think of you, you want them to think about you differently than others.” 

To occupy a different place in your customer’s mind, you must do three things:

• Demonstrate an Intelligence That Can Only Come from You. You must show customers that you bring a know-how that only comes from truly having insight. If you have spent time in an arena, you know the ins and outs. Show them how your experience brings them insight they could not have without you. Have that come to life.
  • Things They Are Not Thinking About. When they ask you about an element of your product or service, let them know the things they did not mention but should be thinking about.
  • Mistakes They Can Make. Alert them to things that can get them in trouble – such as regulatory issues, concerns with customers or issues with employees. Use your experience to keep them out of trouble.
• Prove to Them You Are Thinking About Their Business – Not about Your Sale. This means that you are thinking about helping them solve their problems – not in selling them something – and in doing so you will become a trusted advisor. There are several ways to do that:
  • Show That You Understand Their Business. When you interact with customers. you must understand their business and their needs – not just in the context of what you are selling. If you are selling to a soccer Mom, understand what her day is like. If you are selling to a staffing company, understand their issues around talent recruitment. The more you understand their business, and not just in the context of your sales process, the more you become a trusted advisor.
  • Provide Them With Information That Helps Them – Even If It is Not Tied to Your Sale. Customers want salespeople who are thinking about their business – not about selling them your product or service. When you offer customers insights or tidbits that helps them in their business, and not just related to your sales process, you occupy a different place in their mind. Send them a note about their competition. Offer them insight about an industry trend.
  • Be a Connector. In business, people do business with other people. Your goal is to make meaningful and mutually beneficial connections between your contacts. Be open in making introductions to people you know, and help your contacts develop new relationships with each another. Of course, when you make a referral, you’re putting your own name on the line. Be sure to make quality connections, not just any connection for the sake of just making a connection. Don’t forget to look beyond just your customers. Look to connect vendors, partners, and even competitors as well.
• Tell Them What They Need – Whether They Buy it from You or Build it Themselves. Laying out what customers need – and communicating that this is the solution they need regardless of where they get the solution – shows you know how to make customer successful. A great way to do this is to create a standard Request for Proposal – basically the set of questions that they should be asking every potential vendor.

Think about when you buy things. Only when something stands out from the crowd do you really start to pay attention. Get them to pay attention to you by occupying a different place in your customer’s mind.