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  • Writer's pictureTom Herman

What Makes YOU Your Customer's Best Choice?

What makes YOU your customer's best choice?


Of all the options available to them,


Why do they choose you?


You may ๐™ฉ๐™๐™ž๐™ฃ๐™  you know, but have you ever asked them?


Get some clarity with this simple exercise:


โžก๏ธ Have your team create a list of what they consider your companyโ€™s competitive advantage(s). These represent reasons why your customers choose your product or service over other alternatives.


โžก๏ธ Reach out to a group of your repeat customers and ask if they would be open to a brief conversation to help with a research question. Offer an incentive to boost participation if necessary.


โžก๏ธ Ask the following questions to reveal why they choose your product/service. Record the conversations (with permission) or have a dedicated note-taker.


๐—ค: What is it about our product, service, or company that keeps you coming back?


๐—ค: What do we do better than other products or companies youโ€™ve tried?


๐—ค: If you had 1 minute to convince a friend to switch to our product or service, what would you say?


๐—ฃ๐—ฟ๐—ผ ๐˜๐—ถ๐—ฝ: Try to keep the tone and pace casual (think convo between friends vs. interrogation). Listen carefully and ask follow-up questions to encourage a deeper explanation. Try: Thatโ€™s interesting, please tell me more, or You sound excited about that; why is that so important to you?


โžก๏ธ Review the customer responses and create a second list.


โžก๏ธ Compare your teamโ€™s list to the customer list. Circle reasons that show up on ๐—ฏ๐—ผ๐˜๐—ต lists and those ๐—ผ๐—ป๐—น๐˜† on the customer list.


You now have a more accurate list of WHY your customers choose you over your competition.


Now, use what you've learned to sharpen your sales and marketing. ๐ŸŽฏ


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Is a lack of customer understanding holding your organization back? If so, reach out, we're here to help.

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