Why Do They Love You?

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Let's say you had a third party interview your spouse, asking one question: What do you love about him/her?

I guarantee you would be surprised at the answers they gave. Sure, there would be some things that made you smile and say, "Yes, I work hard at that. I'm glad he appreciates it."

But there would be other things that surprised you. Things that you never thought she noticed or thought much about; things you didn't even think much about yourself, because it comes naturally to you; things that you didn't realize were that important to her. You'd think, "Wow - good thing I do that. I had no idea it meant so much to her."

Given this new information, you'd see you and your spouse - and your relationship - in a new light. There would be new energy, new purpose, new direction. You would know what made your spouse happy, and you would endeavor to do more of that.

It's just like that with your customers. We think we know them, and we think we know what is important to them.

I recently hired a trusted interviewer whom I had also trained, to interview my own clients. After going through the transcriptions of the conversations, I had several epiphanies. I understood why my clients come to me, and what they get out of our relationship. But more than ever, I understood who they were, as a group - what they had in common. And it made me better aware why they appreciate what I do. It gave me a whole new perspective, even though I work so closely with them and have such a strong relationship with them.

If you haven't had a skillful interviewer find out what your customers love about you, you are saying the wrong things when you are talking to prospective customers about what you think they will love about you. You are failing to connect because you believe the wrong things.

What you are saying won't resonate. When it doesn't resonate, they won't trust you. If they don't trust you, they won't buy from you.

Have someone you trust interview your customers, as I teach here. What happens after that will change everything for you, in a good way. Even I found that out recently, and I'm glad I did it.