Not Meeting Needs Can Hurt Your Business

Not Meeting Needs Can Hurt Your Business

Dr. Linda Hancock

ABOUT THE AUTHOR

Dr. Hancock has written a regular weekly column entitled “All Psyched Up” for newspapers in two Canadian provinces for more than a dozen years. Over the years, her readers and clients have said that they have benefited from her common-sense solutions, wisdom, and sense of humour. Dr. Linda Hancock, the author of “Life is An Adventure…every step of the way” and “Open for Business Success” is a Registered Psychologist who has a private practice in Medicine Hat. She can be reached at 403-529-6877 or through email office@drlindahancock.com

Published

March 6 2011

Imagine what would happen if you went to a restaurant, ordered a steak and then had the server bring you a big plate of pasta. Would you clearly state that this was not what you ordered? Then what would you do if the server firm argued that this is what you really want and need? How much discussion would you have before you just got up, left the restaurant and swore never to return?

Sometimes business people do not provide what the client wants. They think that they know better and try to force their ideas on the client - only to find that, over time, revenue goes down because the word is out that you do not help the client to get what they want. Zig Ziglar, who is a popular speaking and author claims that if you want to be successful you need to "find a need and fill it". That doesn't say that you should develop a product or service first and then try to force it on people. That will never bring success.

No, you need to meet with a client and find out exactly what they need. Once you understand this, if you cannot fill the need, provide a good referral for the person. If you can fill it, however, focus on meeting the need. When you do this, everyone wins! The client will be happy and may even ask you to help with another need or tell their family and friends about you so they also can come to your business. That way, you and your business will also become successful. You will be known as the "go to" place for people who have needs.

Now, let's go back to the original idea of being in the restaurant. The server who is focused on filling your needs will ask "How would you like your steak to be done?" and "Would you like steak sauce?" and "Could I bring you a side of mushrooms with that?" Then the server will put in the order, check to make sure everything is done properly before it is brought to the table and make sure that there is a good, sharp steak knife. On top of that, the server will wait for a few minutes and then return to the table to ask "How is everything?" and "Is there anything else that you need?"

You see the server is not focused on promoting the pasta but instead is committed to ensuring that the needs of the diner are met. (Chances are that there will be a big tip coming!)