llyWhat do Customers really want…..
Danny called me up a few months ago
he fixes computers for small business owners
he gets his customers primarily online…
his dilemma is that after he fixes his customers problem
they come back with 1000 different problems
and he’s forced to charge more
but then it’s at the expense of other customers
so I looked at his set up and I immediately noticed 3 main problems with his offers
- He did a free diagnosis and then upsold the repair(this was his only offer)
- He didn’t have a monthly maintenance plan
- He was the bottleneck of his business
The computer diagnosis takes time but this wasn’t the problem
until it took the time from other customers he could have been serving.
My recommendation, hire someone to do the diagnosis
and then offer a monthly maintenance club which brings us to the second problem.
He didn’t have a continuity membership
so he depended on people coming in through the front door.
If they didn’t, he’d have a bad a month
if they did he’d still have a bad month(working 60+ hours)
the only difference is he would have some income to show for it.
Finally, his main problem was number 3
which is a key problem to most businesses.
They are both the heart and soul
while simultaneously being the bottleneck of their the business.
If they don’t do (open up shop, talk to customers, sell…etc)
their business is dead.
the antithesis of business
which is trading deeds for income….
besides having a monthly membership
(people would rather pay for maintenance than pay for repair)
for the customers who didn’t like commitments
or wanted full autonomy to control their machines
I advised him to sell them troubleshooting kits
where they can buy the instructions online,
do their own diagnosis and save time for his employee doing the instore diagnosis.
He noticed that this empowered his customers before they even came into the store
If you’re a business owner you already know that
nothing is more exciting
then an informed customer
who knows exactly what his or her problem is…
So from the plan, I crafted for him
I added 3 additional income streams while leveraging his time
- From the upsells after the free diagnosis
( that paid the salary of the employee he had hired)
- The monthly maintenance members club.
Members bring in their computers,
his tech guy updates antivirus software updates
programs and clears the cache.
while doing backs ups for their
most prized sensitive data.
This gave him some extra cash flow.
- The diagnosis toolkits which he sold online.
Downloadable kits(no one wants information, they want kits)
This also gave him some extra cash flow.
Without even doing more, he was able to double his income and work way less.
We didn’t stop there….Danny noticed those small businesses
were struggling with automation.
Despite having the powerful machines,
they didn’t know how to integrate their daily business activities
to fit the technology they already had.
So Danny created a high-end consultation mastermind
where he would go to these businesses,
understand their processes and then figure out
how they could use their computers to
automate or streamline their activities.
He would only do it from 9 am -12 pm
so that he could reserve the afternoon
for helping out Jimmy at the shop.
Another income stream.
He was so excited with the plan
he bought me a 30-year-old Hibiki.(Thank you, boss)
But that’s not the reason you wanted to read this blog post.
You want to know what do customers really want right.
You’re customers crave for one main underlying thing.
They want you to take care of it.
They don’t have a problem paying
if it will once and for all “take care of it”
so that they can move on with their life
knowing someone somewhere
is enjoying doing this way more than they do.
In short, they are buying your commitment to their situation.
That’s why we buy plane tickets
which outsources the situation of
“How are we going to see Aunty Betty
for thanksgiving 2000 miles away
when we only have 4 days off?”
It starts by understanding their primary question.
For Danny his clients’ primary question is
“How can I just do what I love
without having to deal with
the tech part so that I can focus
more on serving my customers?”
In fact, I begged Danny to use that in his marketing
and it worked like aunt Betty’s sweet potato pie.
convert strangers to evangelists….
Here is the key takeaway’s
- Address your customers primary hidden question
- Rather than chasing for new customers, figure out
how you can serve your existing customers on a higher level.
- Incorporate some form of intimate continuity program to ease the cash flow dilemma.