Becoming your Customer

One of the best ways to understand any process is to look at it from all angles. Hence, in sales, one of the best things entreprenuers can do is step into their customes shoes. Businesses need to see what it is that customers want and need and then cater their solutions to these demands.

One of the best ways to do this is to simply talk with customers. Ask them what it is they want and how they want it. More importantly, find out what they didn’t like about the sales transaction and how the process could become smoother. Use these suggestions to improve how you do business.

I recently wrote a post on graphic designer David Airey’s blog about the sales process for web and graphic designers. I have frequently hired design firms and in the post shared problem areas I have encountered and how designers could make the process easier for customers like me. I hope that designers and related entreprenuers find the content useful.

Below is an excerpt from the piece:

Now I’ve never been a graphic designer (my background’s in copywriting), but by hiring designers on numerous occasions I’ve gained insights from the customer-side that will help you satisfy your own clients. The following tips will help you keep your customers coming back.

I don’t know what I want

Chances are, unless I’m a designer, I don’t know what I want. All I know is I want something functional that looks good, is comparable with my competitors, and features constant colour schemes for branding. I’ll look at other designs that have already been created and ask for something similar. Hence, it is important that you can take the information I give and help me visualize what it is you think I want.

I need control

I mightn’t know anything about the design process, but as a customer — and especially as an entrepreneur and small business owner — I need control over every aspect of my business. Hence, to keep me happy, you need to give up control over the process. Show me samples and updates throughout to make sure you are creating exactly what I want. If I ask for a change you don’t agree with, do it the way I want and the way you think it should be done (provided it isn’t too much extra work) and let me decide what I think is best.

You can read the full post at David Airey.