No matter the industry, providers of products and services are
always saying something to the effect of: "You are blind as to who is
going to walk in the front door for their first meeting with you. As
you work with the client a bit you have a greater collection of
knowledge but still not the whole picture. It can still take 10 years
or more to really know who you are dealing with". Do you truly know the
life and financial motivations of your clients? Their deepest desires?
Do you know their risk tolerance? Do you know what types of products
and services they want?
The reality is that most providers of
products and services know very little about their clients. For the
first few hours from meeting the client research shows that less than
10% is known about the client and in the medium term less than 20%. How
much better off would the client and the provider be if more was known
earlier?
The question I have is: why don't product and service
providers seek to find out more about their clients? One reason is that
it is hard and we do not have the time. So, the key is finding a way to
quickly and non-invasively get the information you want and make the
client feel understood. The process must be mutual.
Our "inside
out" process for serving clients is below. Most providers start at step
3 - the product providing point. Whereas starting at step 1 is key -
understanding the client's life and financial motivations. Step 2 is to
demonstrate empathy by communicating on the client’s terms, and then
step 3 is to match the DNA of the client to the right product. Finally,
step 4 is to guide the client to make the right choices.
(Click to expand)
If
you want to get started on this process, please go to
www.dnabehaviormarketing.com and take our complimentary Communication
DNA profile. Then you can see how to bring this process into your
business to get to know your clients at a deeper level much more
quickly for a more productive outcome.
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