It's Not About What You Take From Your Customer
John Taylor
Would you like to participate in an experiment?
Just imagine you are a customer and you are looking for a
solution to a problem. It might be that you need a new battery
for your mobile phone, you may need to learn how to take great
photographs with your new digital camera or you might need to
find a wedding gift for a friend or relative.
As far as this experiment goes you can choose any problem you
like. All I ask is that you go to your favorite search engine
and type in a query to seek a solution to your problem. Once
you get your search results, click through to a few sites and
see how the information is presented.
My prediction is that most web sites that you visit will tell
you all about themselves, they will push their products or
services and they will list lots of features. Very few web
sites will attempt to empathize with you or your specific
problem.
Most online business people are focused on *taking* money from
their customers, they are motivated by greed and they have a
very short term view of the world - all they are really
interested in is making a fast buck.
Here's an alternative view...
Put your 'customer' hat on again. How would you feel if you
clicked through to a web site where you discovered that it was
devoted to solving your specific problem? How about a web site
where it is totally clear that they understand you, know the
kind of things you are looking for and they actually give a
damn about you as a person?
How would you describe your web sites?
Are they product driven or are they customer driven?
Is your copy focused on the customers needs or on extracting
the customers cash?
Do you go out of your way to get to know your customer?
Have you a system in place that allows you to build a
relationship with your visitors?
Take some time to visit your own web site - walk in your
customers shoes as they travel through the ordering process and
then look out for things that you could change to demonstrate
that you really DO care about your customers.
Then IMPLEMENT those changes!
About The Author: John Taylor is a prolific writer. He has
published several internet marketing related eBooks and
articles including "Testing and Tracking"
http://www.Test-and-Track.com
Copyright June 2005 - John Taylor.
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