Are we really listening to the customer?

It almost starts to become a cliché when you read what companies say about themselves, "We listen to the customer. 

A bit of an open door kicked in, because everyone listens to the customer when it's right. Or do they? 

Are we really listening to the customer? Because that means taking time for each customer, no matter how busy it is. It means not only listening, but also understanding what the customer wants, or what problem needs to be solved. And that is precisely where I have my doubts. Anyone who took sales training with one of the industry's manufacturers in the 1990s or later was often told, "The customer goes home with what you offer him. In other words, make the sales conversation nice and short and steer the customer in his or her choice. Cassette screen, motor and then a choice of five pre-selected wipes. Just slap it on and you're done. 

That's really not possible today. Times have changed, the customer has access to a world of information and can test the salesperson's story much better than in the past. 

It is therefore important to find out together with the customer where their needs lie. The 'NIVEA' principle applies here: 'Never Fill In For Another'. Car salesmen start talking about the power of a car, the size of the rims and a sports package that is on sale, while for the customer at that moment perhaps only two things are really important: what about the safety in the back seat when I take the children with me and are there cup holders in this car, in easily accessible places. Sound out your customer's needs, find out their wishes. You can only do that by asking the right questions.

A customer does not always know what is available, despite the fact that most of it can be found on Google. Therefore, ask questions that cut across products and help identify what problem needs to be solved. A customer who comes in for a drop-down screen may well not have thought of screens. That while in his or her situation screens are much more appropriate. Once you have pointed that out to the customer, chances are you have created a fan for life who will happily return the next time something is needed. Keep in mind that price is not blissful, but delight in the functionality of the purchase is. 

It is precisely as a trade that you can distinguish yourself in this area. The expertise is there, so use it. I am convinced that people who take the trouble to go to a specialist also intend to buy from the specialist. Reward these customers with the best advice you can give, namely advice after you know exactly what is needed. Make time for the customer and give the necessary attention. Then you will have ambassadors for life who will come back satisfied.