A lot of content focuses on solutions and providing services directed to a customer’s “pain” points. What if you add customers’ passions? It is estimated that 10% of customers account for more than 50% of a company’s profits.
Going from pain to passion requires uncovering what traits you like most about your customers and what your customers like most about you. I discovered in informal interviews with B2B companies that these were traits they liked best in their customers.
Reliable: Adheres to schedules, produces what’s needed, and pays on time.
Trustworthy: Is honest, loyal and forthright.
Grateful: Acknowledge they are well served and show appreciation.
Forgiving: Understand that no one is perfect all of the time.
Strategic: Able to think things through as partners to a favorable outcome.
Knowledgeable: Generous in sharing what they know.
You can use the traits you like in customers to find what customers like about you. A simple survey will do. You may include Yes, No, Sometimes as answer selections. This example uses the above results to frame questions:
– Do we adhere to schedules and produce what’s needed on time?
– Can you depend on us to be honest and forthright?
– Do you feel appreciated by XYZ Company?
– If we admit a mistake, will your forgive us?
– Did we find a satisfying solution to your problem?
– Do we adequately share our expertise with you?
Understanding what you like and what your customer’s viewpoint and perceptions are makes you a better communicator. Your content can reflect that.
Share the traits you like most about your customers here.
