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Hey, everybody. And welcome to Part 2 of Building a Better WordPress Business. This episode is called “Being Prepared Will Land You More Clients”. And in Part 1 of this series, I talked about the importance of understanding your customer through a somewhat drawn-out example using baby clothes. But the point remains.
Today, I want to tell you two other stories about my experience with prepared versus unprepared people in different industries. You see, being prepared is the next step in understanding your customers. Knowing and anticipating their needs will help you get more clients.
Welcome to WP Review. A show that provides analysis on what’s happening in WordPress and what it means for WordPress users and business owners. This podcast is brought to you by GoDaddy Pro. My name is Joe Casabona. And today, I wanna keep telling you about “Building a Better Business”.
The first story I want to tell you is about Rita’s Italian ice. Now, I’m from New York so I call it read as Italian ice. I live near Philadelphia. So my daughter is 5 and she loves Rita’s “water” ice.
Now, back at the beginning of the school year, this is my daughter’s first year at school. We would celebrate making it to Friday by going to Rita’s and getting a treat. Of the times, we went there during those couple of months, there were two that really stood out to me.
See, those times I would usually come with my son Lou, who is 15 months in my arms, holding Teresa’s hand, and walk up to the register. I would order three “water” ices. A kid’s for Lou, a small for T, and a medium, sugar-free for me. The first time that sticks out in my mind, the younger woman (I’d guess somebody in college) hands me all three of these treats, no tray, no lids, with two kids in tow. I ask her for a cup holder. She gets it. I ask her for lids. She gets me two lids that don’t fit on the three trays. So I struggle to hold everything trying not to spill it as I make my way back to the car. By the way, this Rita is basically in the middle of a parking lot. So I’m also trying to avoid active traffic. I left pretty annoyed because I thought it was clear that carrying literally anything else would be a struggle. And I was hoping that the woman at the counter would see me with two small children and they anticipate that.
Now, the second time that my experience at Rita stands out in my mind, it’s the same situation. I’ve got both kids in tow. Except, the woman who took my order was around my age or older. She hands me all three Italian ices in a cup holder with lids securely fastened to the cup. Getting to the car was much easier this time. I left much happier because the woman took the time to make sure I wouldn’t struggle. If I had to guess, I’d say that second woman was a parent. She’s likely taken her kids to get Rita’s or ice cream or anything else with full hands and little margin for error. She understood what I was experiencing and solved my potential problems. The first did not. She just handed me the Italian ice as she’d wanted, ready to eat. Likely with her two friends at the table dangerously close to both the parking spots and the road. It made me think of how many people including myself might run their businesses or launch new products or services without really understanding their customers.
Now, shortly after this experience, my wife and I noticed our faucet was leaking. And I’m not a DIY guy. I’m thankful that computers exist because I can’t do anything with my hands. But I decided to fix the problem myself. I’m sure you’ve had clients who have tried to do this. Long story short…it didn’t work. I bought the faucet “neck” (I guess) at Home Depot and they were less than helpful. So we called two plumbers. One was the clear winner. And here’s why.
The first plumber was in a rush and unprepared. We called him and told him the story about how I tried and failed, and he knew we felt the pain of the problem. Then I had to go back to work. Now, this was a free consult. So he was in our house and he gets under our sink, looks briefly, and tells my wife (because I’m back at work) that the faucet and nob need to be replaced. Now, our faucet has been leaking like this for a month. We noticed I tried to fix it three times over three weekends and got nowhere. In the fourth week, I finally called the plumber. And he says to my wife (around dinnertime. It was 4:30 and he was late and probably just wanted to go home) he says to my wife with two kids that he could:
1. Go to Home Depot, pick out a faucet for us and install it. And that would cost $1000 and it would probably take a few hours. Or
2. She could go to Home Depot with the kids while he waited in our house for her to return and install the faucet she picked out. That would cost $500 and probably take longer.
He didn’t read the room. The room he was literally standing in with two small children and one woman, close to dinner time. So we decided to get a second opinion.
We called another plumber. It cost us $50 to have him assess the situation. Meaning that both of us had to skim in the game we had paid and he had gotten paid. He looked at our faucet and told us the same thing that it had to be replaced. He actually wants to know what the first guy said and I reminded him that we wanted his opinion not a restating of someone else’s opinion. But instead of telling us to go to Home Depot, he told us he had three options for faucets on his truck with him and ready to install. Jackpot! We picked out the one we liked and he installed it for us. Problem solved with no effort on our part.
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The moral of both stories here as you can probably imagine is you should be prepared to solve your customer’s problems. As you define your products or send proposals, you should be able to clearly state the problem. This will show potential clients or customers that you understand their pain and you want to alleviate it. Then you should be able to offer them at least one solution on the spot.
Plumber number one told my wife “Here’s what you need to do”. But we couldn’t do it. It was dinner time, I was in meetings, and the kids were both experiencing that end of the day exhaustion.
But plumber two said, “Here’s what I can do for you right now.” We could have held off gone to Home Depot and picked the best faucet we could afford. But honestly, we just wanted the faucet fixed. Plus, plumber two also offered a warranty on the faucets they sold and installed.
So how can you solve your customer’s problems right now? If you offer website packages, offer an audit, a discovery phase, or even a short video course on how they can update their own website. Don’t tell them, “Well, in order for me to start, you need to move hosting companies”.
Or if you offer Social Media Management, create a $9 PDF that’s a series of checklists for everything that they can do to efficiently run their own social media. Your solution here is the framework that they don’t have. They just have things that they want to tweak. Then you can also mention that you do it for them.
Don’t tell potential customers that you’re going to make more work for them. Tell them that you’re going to make less work for them, streamline their processes, and solve their problems.
Around this time, I saw my friend Ben use the acronym WIIFM in a tweet and I had to look it up. It means “what’s in it for me?”. This is what people want to know when they read your marketing copy your press releases and the product/service/partnership announcements. Why should they fork over their hard-earned cash to you? What will you do for them?
It’s easy to talk about how you made it, why you made it, and everything that’s planned and coming down the pike, and why you want them to give you money? But most people won’t care about any of that. They’ll want to know what’s in it for me. Just like with the plumber. I want to know what could you do for me right now. And just like with Rita’s, the second woman gave me a much better experience because she knew what I needed.
So instead of selling features or promises, sell solutions, sell outcomes, anticipate needs, tell them their struggles today won’t be struggles because you understand what they’re going through. Then deliver on your promise.
And the only way that you can know how to deliver, how to know what’s in it for them is by understanding your customers, and by being prepared. If their hands are full, give them cup holders and secure lids. They’ll happily give you their money.
Next time we’ll talk about how telling stories to get people to buy is more important than any prototype and feature list. Because it shows that you understand your customers and you are prepared to solve their problems.
But that’s it for the WP Review for this week. If you want to get a written to be read article and see all of the show notes, you can head over to [wpreview.io/42]. There, you’ll also be able to get those Creator Toolkits we talked about.
But thanks so much for listening. To get even more WordPress insights and to subscribe to the show, again, head over to [wpreview.io/42]. And if you liked this episode, share it with a friend.
Thanks to GoDaddy Pro for sponsoring this and every episode of WP Review.
Until next time. I’m Joe Casabona and I’ll see you out there.