Make Your Knowledge Pay Off
In the custom installation business, as in any business, the art of discovering a customer’s needs, wants and desires is paramount. Without that knowledge, how can we pos-sibly offer a solution that matches a customer’s requirements?
If you’re like me, you’ve spent countless hours reading and listening to people present their techniques and strategies to accomplish this critical task in an efficient and effective manner.
However, the ability to determine a person’s needs through an investigative conversation is totally dependent on the person actually knowing what he or she needs!
In the world of electronics, where the technology we sell advances at the speed of light, it’s almost impossible for those of us who eat, breathe and sleep this stuff to stay on top of the numerous offerings that are announced on a daily basis. How, then, can we imagine that our customers are aware of even a fraction of the options available to them?
The simple answer is that they aren’t.
Sure, they’ve been bombarded with radio and television advertisements, direct mail circulars and two-page spreads in the local paper that tout the virtues of HDTV and multi-channel surround sound—but that only expands their confusion. The fact is, many people are confident they would like to partake in the technological universe they’ve heard so much about, but they are usually at the mercy of a brother-in-law or the minimum-wage employee at the local big-box retailer to guide them through the process.
Here is a great opportunity to differentiate yourself from the crowd by providing a critical and very necessary service. As an expert in the field, you have a unique understanding of the options available and how they can be integrated to enhance the lives of your customers. Again, because we live this business, we often take for granted the expertise we acquire through our everyday interaction with representatives, manufacturers, magazine editors and tech support departments.