While you might often hear that ‘the customer is always right’, but this doesn’t paint an accurate picture of how businesses should go about tailoring their own services. Customers can choose which service they want to support and which they would like for themselves, but this information might not be obvious to them until the information is presented. Similarly, when you are providing your service, it’s important that you know exactly what makes a quality customer experience, even if your audiences don’t have the full scope of it themselves.
The Composition of the Job
Your customers might have a good idea of what they want the final product to look like, but how you’re going to get there is entirely your domain. Sometimes there might be certain elements of the process that have an impact on the final result, meaning customers might have a say about that, but on the whole, you’re the one with the expertise.
This means that it’s up to you to decide how best to fulfill the demand of the customer, the tools that you need and how much time it will realistically take. In construction, this might even be a good opportunity to examine the logistics of the space and whether that means you need to use more portable or lightweight tools like those found at Machinery Partner concrete mixing plants that are portable, for example.
Opportunities for Marketing
It might also be that what a customer doesn’t know can be leveraged to create a marketing opportunity for your brand. If your competitors arrange their pricing in such a way that your audiences might have to pay more to get what they want, you can offer an alternative by illustrating the negative example.
If your customer wants a particular job done, they might find that they’re shopping around with different businesses in order to find the best price – as is natural. However, if you’re the company that is able to offer a less rigid form of payment, perhaps through financing options, you might find that you’re able to appeal to audiences from a wider variety of economic backgrounds. This is a method that comes with its own pros and cons, but it can help you appear friendlier and more accommodating.
Alternatives
Much of the time, the result that a customer is looking for might be because they don’t know a better option exists. In construction, for instance, a customer who is looking for their home or office to be built in a particular way to allow for a certain mode of accommodation, they simply might not be aware of a superior alternative.
This is important, because it puts you in a prime position to show them what they’re missing. If you use your expertise to demonstrate the alternative and offer why it might be better for them, they can work out for themselves whether that’s what they’d rather or not. There is naturally going to be some suspicion that you’re up-selling them, but it’s up to you to convey why that isn’t the case.
