What Customers Really Want

Years of research and millions of dollars spent studying customers for every size business keeps coming back with the same answer: Customers want to be treated differently.  If this is so easy to understand, why is it so hard to do? 

Smaller businesses have had this natural advantage for a long time. You knew your customers by name, by what they preferred, by their buying habits and what types of friends and referrals they sent your way.  Even though the CRM (Customer Relationship Management) principles and technology enhancers leveled the playing field so the big companies could remember customers and everything they might reveal about their needs and preferences, they kept slipping back into mass marketing (a throwback to the Industrial Age).

For a long time the Golden Rule worked for business and life.  Do unto others as you would have them do unto you.  That's not good enough any more and it's the Platinum Rule, or lose customers.  The Platinum Rule says do unto customers exactly what they just told you they expected.  They don't want to be you.  In order to do this, it takes more time, more effort and more data management to differentiate.

That's all very useful and profitable information.  Here's the point we want you to work on and comment on: You have needs too, such as terrific customers who love doing business with you and think your prices scream value.  So the next time you find yourself putting the name of a big money client on your website or your wish list, ask yourself if they are as profitable and as much fun as the customers who don't take as much hand holding, special distribution needs, or education. 

Differentiation is what customers really want and it's what your business needs. While you are getting ready to give us the full benefit of your point of view (click on the "comments" link below and see how easy it is to become famous and have fun with the Duct Tape Marketing Channels), get your head around this big money question: Do you want more customers or perfect customers?  If you have not tried for perfect, you'll be delighted to know that it doesn't take long and it's not hard.  Go to Perfect Customers Inc. and get thee into The Power of Strategic Synchronicity.  Start with the book, Attracting Perfect Customers, and let it help you look at your customers, customer data, and the future of your business through the eyes of unlimited growth.

And if money means nothing to you, how about getting rid of the stress that is cutting years off your life?  Perfect customers mean less stress.