But What Does the Customer Want?

 As a business owner, entrepreneur, or even an employee, it is really easy to fall into the habit of designing solutions based on ease of use…for you.  You look at a challenge in the business, and you naturally come up with an idea that solves the problem in the easiest way for the company.  It’s understandable. You are the person that has to take care of it.  It’s natural.  It’s logical.  But you are not the person who needs the problem solved.  I found myself doing that yesterday. For those that don’t know, I am working to start a microbrewery in Coshocton, Ohio…Hasseman Brewing.  When starting any new project, especially at the beginning, you are faced with decision after decision.  Where will this furniture be?  What will the decorations look like?  What type of SWAG will we have?  How will we price it?  Oh, and just about a million other decisions.  When faced with that mountain of decisions, it’s natural to find the easiest way to solve them.  What is the path of least resistance?  How can I solve this so it is not a problem for me anymore? In that moment, I would like to encourage you (and me) to pause.  Especially at the beginning of a business, you are making some “forever decisions.”  These are the decisions that don’t feel like a big deal at the time, but then become the things that people later say “we always have done it this way.”  (This is same process that you choose the side of the bed you sleep on, only to stay there for the rest of your life!) As  you are making customer-facing decisions, don’t ask yourself how you can solve the problem.  As yourself a different set of questions: 1.  What will the customer actually want?2.  What will delight the customer?3.  How will this make them feel?4.  How can I make them smile? You get the idea.  Take the time to make your business (and your customer experience) remarkable.  

Want to learn more about Hasseman Marketing, check out our About us page here.  As always, you can shop online here.  And if you are a Promo Pro, you can get our Sales Playbook here.


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Written by: Kirby Hasseman

Kirby Hasseman is the CEO of Hasseman Marketing & Communications. Kirby hosts a weekly Web show called Delivering Marketing Joy where he interviews business leaders from around the country. Kirby has published four books. His most recent is “Fan of Happy.” His book, called "Delivering Marketing Joy" is about doing “promo right” and is perfect for people in the industry and customers. He also wrote “Think Big For Small Business” and “Give Your Way to Success. All are available on Amazon.