What Drives Your Customers?

In my last blog, I wrote about the importance of identifying and working with the right clients. Once you’ve identified your correct clients, you must understand what drives them. There is a Dan Sullivan concept called DOS. DOS stands for Dangers, Opportunities, and Strengths. D is for Dangers. A danger for a customer is an obstacle or a fear that they really want to have eliminated. When you understand what your customer’s danger is, you can begin to assemble solutions that talk to those particular points very specifically. O is for Opportunities. After you understand their dangers then you need to understand their opportunities. What is it that they are excited about? What dreams and visions do they have about their futures? S is for Strengths. Finally, what is your customer truly confident about in what they have and what they can do? These are things they enjoy doing. These are their strengths. When you understand not just their goals, but the things that make them afraid, the things that make them excited, and the things that make them strong, a couple of things happen for you. When you begin to talk in terms they understand, they feel a sense of relationship with you. You spend less time selling, and instead of having to laundry list all the services and benefits that you come to the marketplace with, you get to focus on two or three that are exactly what they need. I am willing to bet you that your competition is not taking the time to understand their customer’s context. They are not taking the time to understand the framework for the customer, and that relationship that is built out of an understanding. The point that I make is that a lot of people just decide to go forward with great customer service by understanding their customer’s goals, and I am suggesting that simply is not enough. Understanding and framing their Dangers, their Opportunities, and their Strengths into an entire conversation allows you to get there. DOS is key to being able to develop long-term infinite customer loyalty. While understanding your customer’s DOS is important, understanding your own DOS is critical. Take some time and understand what it is. It is not always easy to have this conversation with yourself or to take the answers you find and create a plan. When you want to take your business to the next level and have this conversation, a business coach can help you get there. If you are ready now, contact me.