Business Hack: The Best Way To EVER Serve Your Market
How many times have you been out to a restaurant before where you asked your server,"What's the best dish on the menu?"
And how many times, in general, do you think other people ask that same question, only to have the server respond with the most expensive dish on the menu; knowing full well he's only sharing that option simply to make a few more sales?
Logically, That Just Makes Sense
Afterall, more sales typically means a higher tip. So, of course it would make perfect sense for the server to make his or her recommendations to the dishes that cost the most.
Let's pretend that you've sat down at a restaurant and asked your server for the best dish recommendation. Your server recommends the most expensive dish on the menu knowing good and well that this recommendation is the very same dish that gets sent back to the kitchen the most, every single day!
But, you know what? He's human. And, he wanted to make a lil' bit more money. So, he told you:
..despite the fact he's never tried it. He's admitted to management that he'd never even try it. AND, what's worse: it's so bad, he wouldn't give this dish to his own mother!
Moment of Truth: How This Awful Meal Relates To (Your) Business
You're all excited.
You're thinkin' to yourself, "Man, this is going to be great." You dig in, take a bite, and immediately...you want to vomit!
That's what, unfortunately, a lot of the customers are experiencing from the way in which many business owners are attempting to tackle their market.
You see, many business owners end up sharing information solely for the purpose of selling the most expensive item they have in order to earn the most money - despite the fact that (too often) the quality of the product is absolute crap, and leaves little, if any, room for the customer to achieve any result of real value.
How do I know this?
Because not only have I dined out at countless restaurants and seen + experienced this very scenario, but I was a server myself for nearly 10 years.
I watched as countless servers beside me would make this very mistake - of recommending what was best for their pocket & not what was actually service the customer the best.
I was able to differentiate myself and earn more money as a server by doing the one thing many people would say was insane...
I'd actually tell the truth! And you know what?
[Hypothetical Scenario - Round 2]
When a customer would ask me for my recommendation, I'd instead collaborate with them by asking which dish they were looking at.
If it was a dish I knew was sent back to the kitchen or received poor reviews - even if it was the most expensive ticket item - I'd be honest.
"Actually, you know what? That one gets returned the most. People actually think it looks delicious but when they taste it, they just send it back. It's not really what they expect so I encourage you to stay away from that one. Let's go with this choice and I bet you you'll be a lot happier."
Truth + Transparency = Higher Sales, Happier Market
Whether it's running a business or serving tables, there's always risk.
In my own personal experience, I can say that the risk to be 100% truthful and transparent in order to actually serve my customers has always paid off in the long run.
Instead of thinking about:
- how can I sell the highest ticket item?
- how can I give this person more than what they actually need?
- how can I give this person a dish that tastes like shit but is going to bring me more money?
...start implementing the kind of mentality that when you speak with your clients, when you speak with your prospects, you'll be able to give them not only what they want but what they need.
This might mean directing a customer away from your most expensive product or service, and onto a lesser priced item because it's what will serve that person at this particular time in their journey.
Just as there are tools, resources, process and strategies that are helpful and appropriate for certain stages when in building a business; the same mentality applies to your customer or client in their journey to achieving certain results.
This, in our opinion, is the best way to be able to build trust with your market; by believing that no lies/no BS is the best way to get long term results, and more money.
You want to be transparent.
You want to be truthful.
You want to be honest, because...well, that's really worth it.
In the long run, you'll see that people will approach you and ask:
"Well, where should I start?"
"What should I do?"
"What do I need?"
And if you have that server mentality of giving [them] the "nasty shit" simply so you can charge the highest price, knowing it's not what will genuinely help or serve that person, then as a business owner I have to be frank...
That type of thinking will ruin you.
You'll end up getting a lot more people that are going to question you, second guess your credibility and worse - despise you. And on the Internet, that doesn't go away. Despite how large and vast the Interweb can appear, you'd be surprised at what a small world it truly is.
WRAPPING IT UP: The Best Way to Serve Your Market and Make More Sales
The reason I wrote this blog for you was to share how totally worth it [for you] it is to be transparent. As the ethical business owner I know you are, it's totally worth it to not have to go after those supreme, high ticket sales just because you want to make fast money.
Two stupid-fast ways you can use immediately to best serve your market would be to:
- Think about what it is that your market is going through
- Apply a specific product or service that'll actually help achieve an intended result
For example: just because someone is brand new doesn't mean they need to have all the things that big earners are using and just because they're big earners, [that] doesn't mean they need extra added things that are really useless in the day-to-day.
The Moral of The Story
I hear from business owners and entrepreneurs every day about how they "had to sell" their highest ticket product, because "surely it's gotta be the best product".
But, when asked why they think that - they don't have an answer.
Instead of focusing on how you achieve the largest sale per transaction - which, okay yeah, that's nice but it's short term thinking - start thinking of which of your products or service will genuinely serve your customer most at this particular time.
Approaching it from this perspective will actually help you make more sales in the long run because you're creating credibility and trust with your customers.
Your customers are given what they need at the time in which they need it. And, all of this will come together to give your customer the confidence they need to become loyal, repeat buyers.
It is completely 100% worth it to be able to be transparent, truthful, and honest.
What's your opinion: do you believe being truthful + transparent makes for more sales and happier customers? Share with us in the comments!
Owner, Northwicks Consulting
P.S. - If you're looking around for how to build long term, then I'd like to share with you the 7 elements we believe every business must know about and utilize in order to thrive in all conditions. You can access the 7 elements here.