3 Surprising Facts About What Your Customers Really Want

by on 20 June 2017 in Mentors Blog



  1. The average B2B buyer is 57% of the way through their purchasing decision before even engaging with your company (Gartner).

Most buyers are doing their homework before you even have an opportunity to influence the sale. Buyers “homework” often includes checking your reviews, website and asking for recommendations.

Stop and put yourself in the customers’ shoes by googling your business. Here are some questions you should ask:

  • How easily can you find your company?
  • What reviews do you have?
  • Does your website clearly articulate how you solve your target markets’ problem?
  • How to get in contact?

Once a buyer engages with you, you will need to be sure to listen to their problem.  Then, respond quickly with how you can solve it better than anyone else.

  1. A recent study found 70% of the customers left manufacturing and service companies due to “emotional and relationship factors.” (Forum Corporation).

We all know the old saying ‘people buy from people’ but now more than ever, emotional intelligence has been proven to impact business results.

Always remember it is 50% easier and more cost effective to keep existing customers, therefore ensure your customers are well looked after (Marketing metrics). It is important to understand your customer’s experience and their level of satisfaction with your company.

A very effective way of measuring customer experience and predicting business growth is using a Net Promoter Score. Net Promoter is a tool which enables businesses to gauge how successful they are at building loyalty and customer relationships. This can be calculated by asking your customers a one question survey of “how likely are you to recommend (insert your company name) to a friend”. Customers that score you a 6 or below are “detractors”. A score of 7 or 8 are called “passives”. Customers that score a 9 or 10 are “promoters”. To calculate your Net Promoter Score, detract the percentage of Detractors from the percentage of Promoters.

  1. Research shows after a presentation, 63% of attendees remember stories. Only 5% remember statistics (Dan & Chip Heath)

In a world saturated with information, it is important to be memorable with our potential customers and stand out from the crowd. Too frequently people try to sell their offering with statistics, features and benefits. Stories are a much more effective way to convey the benefits of your solution.

The best stories are a negative to a positive, rags to riches or problem to solution.

Good stories to use are customer success stories which briefly explain how they got from A to B. What was their problem and how did you help solve it?

Don’t forget your own story too! Why did you start the business? Why are you passionate about it? Your own story makes you a real person, relatable and personable. These qualities will resonate with the people in your target market.

Refine your stories to capture the highlights of the story that can be relayed in a couple minutes maximum.