Happy Clients Are The Enemy

Happy clients don't complain. Happy clients aren't looking
for new solutions. And, happy clients will not spend their
money on something they don't need.

'But client satisfaction is the foundation of my business,'
you exclaim.

So true! Your client's complete satisfaction should be your
ultimate goal. Here is the key question: If a client is
satisfied with your service today, will your service meet
their changing needs tomorrow?

Change is the only constant in business. Your client's needs
change every day and your challenge is to identify those
needs that are causing dissatisfaction in their life.
Finding and solving these elusive needs will lead to more
sales for your business.

Ask yourself, are you searching for new areas of client
dissatisfaction for your service to solve? Are you focusing
your marketing on what they want and desire? Are you
positioning yourself as a solution to their problems?

Clients and prospects are always looking to improve their
life and their business, just as you are. What they
currently possess may satisfy them today but that is sure to
change. Within this change resides opportunities for you.

Your growth and prosperity will come from the unsatisfied
and the needy. These are the people who may or may not know
they need a solution. It is your job to uncover their hidden
needs and supply the solution.

So you ask, 'If they are satisfied now, I need to create a
new dissatisfaction?'

No, you are not necessarily creating the dissatisfaction but
uncovering it for them to see. We don't realize that we need
what we don't have. Simply put, you cannot satisfy a need
until you know that you have one in the first place.

For example, not too long ago there was a time when
computers did not exist. We were unaware of the influence
and benefits that these machines would have on our daily
lives. Yet we survived without them in blissful ignorance
as we plodded through the workday. Today, you can't run a
business without a computer on your desk!

You must find the dissatisfaction and creatively communicate
your solution to the client. Until you make this discovery,
happy clients are not interested in purchasing more from
you. Your goal must be to find an offering that fills a
need, solves a problem, or improves their condition.

Offering services that put an end to their current
dissatisfactions is the best way to insure continued
business growth.

Become a leader and innovator within your service industry.
With this strategy you will position your business as a
valuable resource that is trusted and looked on as the best
choice in the market. This makes sales much easier,
decreases your competition, and greatly increases your
success.

Kick butt, make mucho dee-nero!

~Dave Dee