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Make Your Clients’ Dream Come True with a Wish List!

A "wish list" will help you know today what's most important to your client.

A “wish list” will help you know today what’s most important to your client.

Gathering client or customer information is standard procedure in many industries: chiropractors, veterinarians, interior design, heck – even business coaches! Contact information is tedious to write and collect and, for me, a bit annoying in this age of technology. I’ve found a way for many of my clients to turn it from a chore to an incredibly valuable tool for the business owner and the customer or client:

Ditch your “Client Information Sheet”

And instead, ask for a “Wishlist”.

Beyond the basics, ask customers or clients for a wish list of items and to rank them in order from #1, their Biggest Wish, sequentially to #2, #3, and so on. For example, an eye doctor’s patients might wish for using only one pair of glasses, rather than switching back and forth to reading glasses. The wish of an interior designer’s client might be to create a gathering spot for her family to play games. Understanding a customer or client’s wishes allows you to:

1.) use their language when communicating with them, and

2.) get to the heart of how you can best help them immediately, which in turn often results in sales and a more satisfied customer.

When you speak in their terms, your customer feels understood and their concerns and ideas valued. Further, having a customer wish list gives you insight into your market’s future, it gives you marketing language and tactics, it gives you a sales’ forecast, and, if used properly, an ongoing revenue stream.

Beyond products and specific services, a wish list can tell you what your customer’s current frustrations are with product/service delivery. A financial service industry client of mine learned that face-to-face account reviews was a frustration for some, from clients who wished for “Account reviews via phone or Skype”. Another client, a high-end custom product provider, learned that the wait between their custom order and delivery was frustration. This set the company to shaving unnecessary time out of the process and to providing customers with product completion updates. Customers received photos of their products in production, which kept them excited and the provider in their mind. Customers tend to show those pictures to friends who then investigate the company. Happy, regularly informed customers became referral engines for the custom product provider.

Turning your Client Information Sheet into a Wish List is fairly simple to do (30 minutes or less!) and provides you market research, sales forecast data, and incredibly satisfied customers. That’s a wish I’d like granted to every business owner out there!

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Helen Dutton, A Vision of Your Own, has provided business and personal coaching for small business owners since 2000, providing online and face to face coaching for entrepreneurs, small business owners, start-up businesses as well as established businesses across the country. Clients come from New Hampshire, her home state, but she has also acted as a mentor to business owners in Atlanta, Chicago, Los Angeles, the Denver area, and closer to home in the Boston area. Helen helps her clients develop their small business ideas, create marketing plans, improve operation efficiency, build customer service systems, build management and leadership skills, and develop confidence as a business owner. Helen provides business tips and resources through her blog and her newsletter, where you can also find business templates to help your business prosper.