Every business wants extended engagement or to sell their clients additional products and services. There are many fancy strategies to increase the initial sale like cross-selling, upselling, and subscription services; you get the point.
However, if you really want to keep a client, you don’t need to sell them extra bells and whistles. Instead, what you need to do is solve their problems.
In this article, we will discuss 5 strategies (opportunities) to discover additional problems and bring additional value to your people without making your people feel uncomfortable.
Problem Identifying techniques
Listen for the keywords.
When going through your prospecting, sales, or delivery of the experience, pay attention to what and how things are said. For instance, when people use words such as ” I think, ” I would like, ” it would be nice too. This is because they have opened the door for a question. So let’s explore this example:
Client “I think I rank well on google.” If you’re a marketer, the next question should be, how do you know? This creates an opportunity to engage in discovering how much they know and where their education gap is. Thus creating a chance to sell an additional solution.
In conclusion, study what language people use to understand when they have an unknown or none defined problem.
Magic Wand Sale’s Question
Now many consultants have some form of magic wand question. It could be if I had a magic wand that could fix any problem in your business; what would it fix? Or it can look like this, if we were celebrating a year from now, what would have happened in your business?
Getting your people to chat about what they want to see changed is key. They will describe something with more detail than my staff to their job or 5 million in revenue. Instead, they start describing a scenario where their employees know what to do, how to do it, ask fewer questions, and solve more problems. Now those are all tactical elements that be solved.
The lesson to learn here is to get to the details and push the person to share how they think and feel.
Share your observations
This is my favorite way to learn more about a person because it takes a lot of finesse. In the first two, you were simply asking questions and listening for what and how they responded. However, here we’re going to share our responses.
I am going to share my simple steps on how to share an observation without offending others.
- Ask for permission “may I share an observation.”
- Shit sandwich, share something good, the observed problem, and the hope.
- Shut up, let them speak; the key is to wait for them to agree
- Offer a solution
- Add it to the contract
I know this was highly simplified, but when done right, you can bring up the many additional problems you want to work on and solve with your client. Practice the steps above and see how things begin to change.
Many businesses use satisfaction surveys; however, very few genuinely use them well. We tend to only survey at the end of the experience, depending on what may be correct, but if you provide the ongoing or long-term service, it is best to have multiple engagement points. My cadence is 6 weeks in, 3-month mark, and then every 3-4 months after that. Once you have your sequence, it is time to discuss the questions.
When, how, and what you ask are the superpowers of an excellent survey. So many of us will use questions to understand how we did but rarely do we add questions about unmet needs. In this article, we’re talking about discovering additional problems; if you want help creating a kick-ass survey, feel free to reach out.
Here are a few questions to add to your next survey to get to their problems:
- Was there anything that you expected but didn’t receive?
- Please finish the statement; it would be nice if (insert company) did …?
- If (insert company) had a magic want that could solve your biggest problem, what would it be
Those are just a few of the ones I through into my survey, but the point when you craft these questions is to think about what would be helpful to hear. Think about adding this to your next survey, and don’t forget to follow up.
It is essential to discover precisely what your customers want. Conducting a qualitative market study includes mapping customer journeys and evaluating data regarding customer pain points. Some vital steps for conducting research are:
- Map out your customer journeys gives businesses valuable insights and understanding regarding common customer pain points.
- Create customer personas to focus your time on qualified prospects, guide product development per customer needs, and align all work across your business.
- Holding focus groups with internal and external customers
- Using survey data
You can do this while you’re currently engaged with a client, or you can do it before engaging. Information and education are the most important pieces when solving a problem. The more you have, the better equipped you will be to help your customers.
The superpower of qualitative research is it provides you with a tool to discuss issues you have observed but have felt uncomfortable bringing up because of the level of emotional attachment. It allows you to turn those issues into objects, thus depersonalizing them.
I hope you enjoyed this quick blog about my top 5 ways to ask your client about their problems. I look forward to connecting if you need additional help or want to discuss anything in this blog.
Remember, the best time to change was yesterday, so you better start today.