On this occasion, I want to write about this subject that has been around for quite some time.
Before continuing, I have to clarify that I will not talk about those greedy and unfriendly people that seem not to care about anyone else than themselves. Rather, I will speak of all of us.
Another point of view
From this point of view, selfish customers are the people who want to be customers, but only from companies that satisfy themselfs. And by saying that, I think, we all look for the same thing.
Maybe it might be interesting to take into account this idea of the customer who thinks about the personal interest when buying.
It may be a first-time mom who is trying to pick a brand of diapers for her baby. Or it may be the entrepreneur who is about to buy new machinery to expand his factory.
Maybe you think, where is the selfishness in a mother who seeks the comfort of her baby?. Selfishness is not precisely there, however, behind that reason, she also wants to satisfy herself. She wants to have the peace of mind that if her baby is fine, she will be ok.
It may be unconscious, but she knows that if she chooses a type of diaper that does not rashes her baby, she will not have to struggle so much with cryings and diaper changes, which also means more time for herself.
The books and the internet are full of articles stating that you must think about your customers and meet their needs. But what about thinking also about satisfying their selfishness. It can be an interesting variable to analyze that may lead you to new ways of approaching your sales.
And I'm not saying that people buy with selfishness, nor make them see the selfish reasons for their purchase. But from this perspective, you could perhaps analyze the selfish part of your public and use it as another tool. I only suggest the possibility of one more variable.
Change your questions
You can start by changing your questions. For example, instead of asking questions like "What does my customer wants?" You can ask, What does your buyer want as a personal benefit of your product?
What are those pain points? or rather, those points of ego that you have to discover of your target.
One technique that can help you is the 5 Whys?. It is very simple and it can help you to know your customer by finding questions and answers.
In a circumstance or a problem, you can ask Why? and you should try to find the answer. Then you generate a new question with that answer, you ask again Why?. Once again try to respond and continue asking Why? do it over up to the fifth time.
Take into account the quality of the answers to each question Why? You may need to verify it before moving on to the next question.
The answers and questions that have been generated may allow you to have a deeper picture of the problem compared to the initial question.
Let's look at the following case only as an example. The problem starts with something like this: "My business needs a website".
To have a presence on the web and to be known by more people.
I want my company to sell more.
To have more revenue and growth.
To be more relief and to have economic tranquility.
Give my family what they deserve.
What is your opinion of this concept of the Selfish Costumer? and of this analysis approach. Fortunately, only very few customers are selfish in a negative way.
I invite you to leave your comments and also to communicate with me through my contact page. Your opinion is important to improve this blog.