What Do Your Customers Really Want? Ask Your Competition by
Karon Thackston © 2004 http://www.marketingwords.com

It’s not always an easy task. Sometimes discovering what your
customers really want is like pulling teeth. It is imperative
for any business owner who hopes to develop new
products/services or to write effective advertising copy to know
what is important to his customers. But when direct questions
don’t deliver the results you need, what’s the next step?

Actually, your competition can often lend a hand in this area…
and without even knowing it! Many marketing pieces such as
brochures, sales letters, or Web sites include testimonials.
I’ve found over the years that this is an untapped source for
“customer intelligence.”

Look at this example from a Web-design site:

“I’m truly speechless! I knew my site design was in need of
revamping, but I never imagined how exceptional it could look.
You have done an amazing job! The colors, the graphics, the
layout… everything shows that you have a good understanding of
my business and my target audience. You’ve made me look as
professional as IBM! I often bring the site up in my browser
just to remind myself that this really IS my site. I am a loyal
customer and would not hesitate to recommend you to anyone in
need of professional Web design services.”

What do you think this customer wanted based on his comments? A
few things he mentioned were:

1. colors 2. graphics 3. layout 4. his target audience 5.
professional

Here’s another one from a copywriting site:

“I just wanted to thank you for everything. Thank you for
bringing my vision to life in words. Thank you for “getting” me.
And thanks for your patience.”

This customer needed:

1. someone to express his vision in words 2. someone who
understood what he had to say

Here’s one more:

“You had the product I wanted, it was in stock, at the lowest
price I could find. There was no shipping charge or sales tax.
Your website was easy to use; you followed up immediately by
Email; I was able to track the shipment; and the product arrived
on time and in good condition. What is there not to like?”

This customer of an appliance-sales Web site was obviously
impressed with:

1. item being in stock 2. low price 3. no shipping charges 4.
customer service 5. timely arrival

Doing a good bit of research into the testimonials customers
give to your competition can shed a bright light on what they’re
looking for. I’d recommend visiting several sites each week and
creating a chart to track what you find.

Just as I did above, jot down specifically what impressed the
customer in each case. Then look for trends. The more times a
particular service is mentioned, the more importance it will
hold.

Now, look back over your own business. Can you offer what your
competition offers? Can you offer something better? Is there a
way to improve your service in the areas that those who wrote
the testimonials mentioned? If so, do it!

Staying in touch with your customers’ needs should be top
priority. When you take the time to understand what your
customers really want, you stand a better chance of improving
sales and increasing customer loyalty.