How Well Do You Know Your Customer? Part 3

Here are a few more ideas:

Ask your customer questions. This can get tricky. There is a fine line between asking questions and being too nosy. The key here is in the approach and style of how questions are asked and the timing for asking the question. If the customer has suddenly made a right turn in his/her direction, let the customer know that in order to provide them with the proper support, you need to understand the change in direction. If you don’t get an answer from the customer, pick another time and place and restate your question again. Remember that even if you get an answer to your question, it may not be the answer you want to hear. It’s important to remember what the customer tells you, so unless you have a photographic memory, jot it down.

Be aware of your customer’s current climate. Knowing the undercurrent of what’s going on within your customer’s company can be useful in helping the customer. For example, finding out that company budget cuts are imminent could have an impact on your customer and the work you are performing for that customer. If the customer is worrying about continued funding, now is probably not the time to be asking for more work from them. This is an opportunity to help your customer by providing information that can help justify the need for the work you are performing for the customer.

Be observant of your customer. You can tell a lot about a customer just by observing. Law enforcement agencies provide training to their officers on how to be an observer. This becomes crucial to their work in responding to calls ranging from traffic accidents to crime scenes. Their observations provide a brief snapshot and will serve as the basis of the report they will write of the incident. Becoming an observer is easy, and you can begin by noticing what is in your customer’s office. Seeing what the customer has on his or her desk (awards, pictures, candy dish, etc.) or hanging on the walls (posters, diplomas and calendars) can provide information about the customer.

Participate in events with your customer. This goes beyond the usual such as attending meetings and going out to lunch, and extends to participating in after-work sports/events, as well as participating in community and good cause events. The most important thing to remember here is that whatever you do needs to be sincere. If the customer invites you to be on their bowling team and you detest bowling, then be honest with the customer. If you are unable to commit to bowling every week, let the customer know that you would be happy to drop by and cheer the team on. If you are unable to accept your customer’s invitation, at least offer alternatives and leave the door open for invitations to other events.

It always comes down to communication. I hope you get a better understanding of all your customers.