Do not do these 5 kinds of assumptions to treat customers

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Lead: People usually follow some false thinking because they don't want to be bothered by asking. But the best creative people do not make any assumptions, but frankly face the customer.

Creative people usually follow a few false ideas because they don't want to be bothered by asking them questions. What's more, they simply don't ask, so that customers don't see them as novices. As a matter of fact, proper questioning actually makes you look more detail-oriented and smart and studious.

The best creative people don't make any assumptions, but are honest with their customers. Otherwise, not only will misleading information be introduced but it will make the problem worse than expected. In the process of working with many creative companies, I have been accustomed to those self-destructive assumptions ...

Scenario 1: When the customer chooses the creative partner, the low price is the king

Creative people often feel that price is the primary consideration for a customer when selecting a creative company or making a recommendation evaluation. So they're going to do a lot of hard work, like making a fuss about the magic numbers.

In fact, expertise, creativity, and trust are more important than prices in customers ' eyes. Knowing this selection criteria (and even knowing how a new customer will weigh these standards), you can better position and market yourself, and fully reflect the criteria in the proposal. Stop trying to figure out the odd numbers and spend more time understanding and reflecting on how you can achieve them. Ask potential new users: what criteria do you value when choosing a creative partner? How do you weigh these standards? What other creative partners are you thinking about (and then showing your differences)? Have you ever worked with creative people before? What factors play a vital role in your partnership?

Scenario 2: A new customer has visited your website and also has some knowledge of you

Creative workers have too much emphasis on the importance of websites and proposals, as a major channel of communication, and are trying to rely on these tools to put their value, service and professionalism into the minds of potential customers.

Although you've been racking your brains to think about how to develop perfect promotional tools, most customers don't take the time to study your site or read lengthy proposal reports, or choose a company based on other people's recommendations. Don't believe it? Check the site's stats to see how long each potential new customer will stay on your site.

Most customers first choose a new creative company based on trust and interpersonal relationships-not through a proposal report or a short stay on the site. So there's a good rule of thumb: If a potential client starts out with a little interest in you or doesn't know your company (don't assume they know it), then you have to arrange a meeting with the client as often as possible before writing a proposal report. If this is a bit difficult, be sure to submit your proposal report in person. Do not underestimate these extra efforts, it will give you this time than the draft increase 10 times times the odds.

Scenario 3: Customers want creative people to be experts from the start

The first time you see a client, creative people always feel that they should be positioned as a customer service expert. As a result, they always focus on the customer's business, strategy, target audience, and other information that can affect the final creative solution.

Before you start writing a proposal report, you have to ask questions about the project or the customer's specific requirements, which are critical, and if the customer is really not clear, then you can do a market research beforehand to understand the specific needs of the target audience. That's right! What the customer needs is a strategic-minded partner. Of course, the initial meeting with the customer is not to let you solve their problems on the spot-you are in front of the client to show that your value is.

Hypothetical 4: The customer does not want to disclose "confidential"

According to past experience, when creative workers ask: "What is your budget?" or "which creative company are you considering?" Questions like this, the customer would say, "It's confidential." "However, this does not mean that you have to talk about these topics, but instead ask them in a different way to get more information."

Instead of asking the customer, "which companies do we compare with?" You might as well ask a more comprehensive question: "Which companies are you considering, specifically which one or what kind of agent?" You can further explain: "This information will help us to make more competitive proposal reports." "In other words, if your competitor has not worked with the client before and you have, then you can revisit your understanding of the company and your experience." Conversely, if your competitor has worked with customers and you don't, then you can emphasize that you will inject fresh blood into this relationship, and that you have other good project experience in the field and insightful.

This approach also applies to budgetary issues. You ask first: "What is your budget?" Then explained: "A certain understanding of your budget can help us to tailor the program for you, but also to give us a better understanding of the value of the project and the degree of importance." "If you simply change the way you ask questions, you will be able to quickly get more valuable answers from customers," he said.

Scenario 5: Customers are aware of the impact of their proposed revisions on the project

Many creative people try to avoid sharp problems, and they prefer to stay in the safe zone rather than challenge their customers ' wishes.

The worst assumption a creative person can make is to assume that the customer understands the customer's own latency or arbitrary changes (whether it's the approval process, the complexity of the content, or the scope of application) that will affect the project as a whole. As a creative person, you know that multiple approvals on any node of the project process will cost you more time and money, but you have to talk to your customers about the impact of these changes before you implement them.

Before adding additional time, services, or money, make sure that customers have a clear understanding of the scope of these changes, the impact on planned arrangements, and the cost issues; if they are really aware of these consequences, they will not be so easily moved.

When we were young, the adults always taught us "sincerity is the best policy". This remark is also true in business. Don't worry about asking questions that will scare off customers, as long as you explain why you need answers. Over time, you will find yourself becoming more professional and thoughtful, and most importantly, you will do better. (Compile: Sherry)