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Vol. 2 issue #310 May 19, 2010


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Do You Know Your Client's Needs?

by Kristina Shands

You have decided on your ideal client. You have researched the best places to network with them. You even have a slick website that tells all about you and what you do. All that is great, but did you ever stop and ask, "What exactly does my client need?"

The next question you must also ask is," Do I have the solution to their problem?" If not, then you need to head back to the drawing board.

It is amazing the number of entrepreneurs that focus on the tasks, the how-tos of their business, instead of the benefits of their services.

Take a pair of jeans, for example. Women do not care if they are made of some new high-tech fabric, dyed using a new technique or have double-stitched seams. They want jeans that flatten their tummy, make their butt look round and their legs look long. They want jeans that make them feel sexy.

Your client needs jeans that make them feel sexy, yet are comfortable. That is what you sell.



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Before you can sell the solution, you have to know the problem. But many entrepreneurs never take the time to learn what problems their ideal clients are facing, what their biggest wish or pet peeve is, or what systems could make them more productive and/or more profitable.

The easiest way to find out what your clients need is to ask them. If you are in marketing, ask them what their biggest marketing challenge is. If you offer accounting or bookkeeping services, ask what financial task they hate doing the most.



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I hope you are not too surprised by their answers. If you are, then you will need to evaluate your services to see if you are meeting their needs. You may need to tweak your marketing materials to show you understand what they are going through and why you are best person to provide a solution to their problem. You might even uncover a need that is not being met at all.

The more you know about your ideal client, the better you can serve them and the more valuable your business becomes.


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No matter where you are in your business cycle- startup or well-established- you can benefit from taking the time to ask your clients what they need.

There is no telling where you business may end up if you follow the needs of your clients instead of offering solutions to problems that do not exist.

(c) 2010 Kristina Shands and Authentic Communications



Kristina Shands is the owner of Authentic Communications, a communications and marketing firm specializing in telling stories that move people to action. Authentic Communications collaborates with small businesses and entrepreneurs to spark interest, create a buzz, build connections, increase loyalty and inspire action in order to attract new clients and increase visibility.

Download a special report, "Six Questions to Develop Your Business Story (and set yourself apart from the crowd)," at http://authentic-communications.com. Contact Kristina at kristina@authentic-communications.com and follow her on Twitter (@authenticbuzz).

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