The plumber told me I needed a drywall guy.
Then the drywall guy said he couldn’t remove the garage ceiling without the HVAC guy moving the ductwork.
HVAC guy noticed that the rat had chewed through some electrical wiring. Time to call the electrician.
Pest control guy came in and killed the rat.
You know who my hero is in this story?
Yes.
Pest control guy.
As a business owner, I work extremely hard to read between the lines when I’m talking to a new customer (or a potential customer). I want to be the rat-killer hero.
Listen First
“To a guy with a hammer, everything looks like a nail.” Mark Twain
It’s tempting to fall back to your favorite solution every time a new customer approaches. However, if you want to be successful in the long term, you have to hear what the customer is telling you.
In my example above (true story), I wasn’t telling any of those contractors that I needed new drywall, revamped HVAC system, or rerouted electrical wiring. Yet that’s what was recommended to me in each case. I looked exactly like a nail.
An entrepreneur with staying power will be comfortable referring business to others, coming up with a tailored plan of action, or simply refusing business if the customer isn’t a good fit.
Make Sure You Have Many Perspectives
Nurture diversity of thought on your team. Assemble colleagues who will bring different experiences to the team, so that when a new customer comes in the door, you can offer a well-seasoned approach.
Solving the customer’s problem often requires putting yourself in his/her shoes. It’s much easier to do that if you have surrounded yourself with creative thinkers, and people from different backgrounds.
Help Them Even if You Can’t Help Them
Occasionally, a potential customer will require services you simply don’t offer. Rather than trying to “sell” them, offer to help them find a partner that will be a good fit. You will earn trust and gratitude, and build the foundation of a great business reputation.
Offer to help, even when there’s no obvious benefit on your part. That’s how you build “whuffie,” as described in Tara Hunt’s book, The Whuffie Factor. She says, “Individuals understand how to build Whuffie because every relationship is important to them  especially when they are starting out..”
In your next conversation with a customer or potential customer, stop selling drywall and start looking for the rat.
Photo Credit: JD Hancock via Compfight cc