Moment of truth. Your customers do not care about your business.

You are world class? Guess what, so is your closest competitor. Pan African? You and hundreds others like you. You have won numerous awards? Great, they mean nothing to your customers.

How many branches you have, your amazingly qualified team. Your blah, blah, blah. Your customers do not care.

You have exceptional knowledge about your product, service or industry? We would hope so! (if not you should not be in business)

Just like you, your customers are frazzled, fickle and frustrated. They don’t have time for meetings that end with no clear and direct value delivered.

Just like you, your customers are trying to drive outcomes in their business. And that is what they care about.

When you sit and plan your meetings for tomorrow and the week ahead, you need to be asking yourself this.

What are the business outcomes your client is trying to achieve?

Their outcomes are what they care about.

Here are a few examples of outcomes that may be on their agenda:

  • Increased turnover
  • Lowered costs
  • Increased Productivity
  • Greater competitiveness
  • Improved client experience

This list is by no means exhaustive, but these outcomes, these objectives….. This is what you should be obsessed with.

When you plan your meetings, learn as much as you can about these outcomes and speak directly to how you can assist them in achieving that matters to them.

Your products, your services, and your brag sheet is secondary. If they want to know how many branches you have, you can give them that information later.

To make an impact. To make lasting impression. Address what matters the most to your customers.