Winning the customer will only happen when we consistently meet his or her seventeen most important inner needs. Every customer subconsciously is measuring our service based on whether or not we are meeting these needs. By understanding and then fulfilling these needs, we will eventually find more customers becoming loyal to our organization. Let's now look into the mind of the customer and discover the first 6 internal needs:

1. The Mind of the Customer...will make a decision within five minutes

The way to win customers in the first five minutes is to make them feel welcomed.

From the moment that a customer makes contact with an organization, a decision on the overall service will be made within the first five minutes. Whether we realize it or not, every customer will unconsciously measure our service. If we start off great, the odds are in our favor that we will win their confidence. But if the service starts off on the wrong foot, more than likely we will not see them coming back.

2. The Mind of the Customer...is in a vulnerable position

The way to win your customers is to show them that you enjoy being accommodating.

Customers are essentially in a position of seeking assistance in either purchasing a product or service, or are simply looking for information. Because of this arrangement, they are put in a vulnerable position. In other words, the customer is asking for help, and this in turns creates a subtle sense of insecurity. With this being the case, it would only be reasonable that we attempt to win their confidence by being as helpful as possible. If we consistently show ourselves to be supportive and accommodating, we will quickly win them.

3. The Mind of the Customer...would like to be acknowledged

The way to win your customers is to acknowledge them with a friendly smile.

There is something powerful in acknowledging a customer through a friendly smile or a kind gesture. It expresses that we are available to help them with any assistance that they may require. More importantly, offering a friendly sign of acknowledgment tells our customers that we have recognized them, and this in turn conveys a feeling of importance to them. What this also expresses is that we are happy and willing to lend a hand.

4. The Mind of the Customer...would like a sense of belonging

The way to win your customers is to create a sense of belonging.

When a customer enters through our door, he or she is measuring whether or not they feel accepted. This feeling of belonging will be a deciding factor in whether or not the customer will return in the future.
With this said, it only stands to reason that we should create an atmosphere where our customers feel welcomed and accepted. When we show ourselves to be friendly and hospitable, it gives them the impression that they belong. It also gives a certain sense of security by being warmly received.

5. The Mind of the Customer...measures how friendly we are

The way to win your customers is to be friendly.

If we are to win our customers, it is essential that we are consistently showing ourselves to be friendly. Without this, we will never arrive at first base. Everyone is attracted to those who are genuinely cordial.
We will always be ahead of our competition when we have what I like to refer to as the friendly factor. It draws people in and quickly dissolves any earlier defenses. Friendliness has a way of making others trust us because of the way we have treated them.

6. The Mind of the Customer...would like to be served

The way to win your customers is to remember that they came to be served.

In order to win our customers, we must never forget that they would like to be served. It may sound elementary, but this simple fact is often forgotten in the customer service world. We must remember that customers first and foremost enter our door to be served. They anticipate average service, but secretly desire to be served in a way that makes them feel like VIP's for a moment. If we can do this consistently, we will soon find ourselves winning more customers who will tell others about the royal treatment that they had received from us.

In Part 2 we will explore the next 6 secrets for winning more customers to your organization.