30 Things You Must Know About Your Clients


I always urge you to find out more about your clients – by using the simplest tool in the book – asking them.

I don’t know how many of you actually went and did it, but if you did not, then you are missing the most important part of this blog – IMPLEMENTATION.

What’s the point of reading information if you are not going to use it???
Knowing more would not make your business grow.
Knowing more would not create for you a more balanced life.

You need to take the action and do something with what you’ve learned in order to see change.

So just in case you have not asked your clients, I want to share with you some of your clients’ hidden thoughts – the ones they will never share or admit – and yet – to really succeed – you better know them.

You might find some thoughts on this list cynical, but they’re not.
The truth is that each of us has some fears, insecurities and narcissism that tend to come up when we’re making a buying decision…

If you really knew your clients’ hidden thoughts and acted accordingly, you’d gain their trust, their love and you’d be able to better serve them.

Here are 30 hidden thoughts your clients won’t tell you:

About you
1. You don’t need to be a superwoman. Just deliver on what you promise me.
2. You don’t need to be perfect, but I need to know I can trust you.
3. I want to trust you, but I’ve been disappointed before – so it’s hard for me to trust anyone.
4. You’re always guilty until proven otherwise.
5. Telling me what you don’t know helps me trust you.

About your product/service
6. I don’t care about the facts and figures of your product. Tell me a story to make it exciting.
7. I don’t mind spending the money, as long as I’m getting real value.
8. I want you to do the hard work for me.
9. I don’t understand a lot of your communication. Can you make it clearer?
10. I don’t understand how to use your website, but I can’t admit that because it would make me feel stupid.

Portrait of frustrated young woman near christmas treeAbout their life
11. My life is really stressful. If you can reduce that stress, you’ll become my best friend.
12. I spend lots of time being scared and worry. Please help me.
13. I’ll pay anything if you can help me not feel stupid.
14. My life is very complicated. Offer me a simple solution that I can implement without learning anything, and I’ll pay you extra.
15. I don’t know what I want most of the time. You need to figure it out for me.

About your relationship
16. I hate admitting when I was wrong, but I respect you when you do it.
17. If I criticize you, that means I care. Make it right and I’ll tell the whole world how great you are.
18. I want to tell you everything you need to know in order to sell to me, but I’m lazy. Make it easy enough and I will. Ask me and I’ll tell you
19. I want to buy your product, but I need you to help me justify it to myself or to my partner.
20. I don’t have any interest in your excuses. In fact, if I even notice them, they annoy me.
21. When I refer my friends and you treat them fantastically, that makes me look and feel smart. I love that.
22. I get jealous if I think you love another client more than you love me. I like to get little goodies no one else is getting. I like it when I feel like you’re talking just to me.

About them
23. I have the memory of a goldfish. Go too long without contacting me and I’ll simply forget you exist.
24. Money is not an issue when it comes to my obsessions.
25. I hate salespeople, but I really like to buy things.
26. I want things cheap (preferably free), but I don’t want to feel cheap.
27. I believe I deserve much more than I’m getting.
28. I rather take a pill to solve my problem than do all the real work required.
29. Despite all that, I secretly think I’m a better person than most people. Help me believe that and we’ll be friends forever.
30. It really is all about me.

Now that you know what your clients really think, how could you change or improve your product, your communication, your customer service or any other aspect of your business?

I’m curious to learn from you.

Please leave me in the comment box below – which of the items above created for you an ‘aha’ moment, and what changes would you make in your business to address these insights…

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Have a magical week! Vered

20 Comments

  1. Ling Wong

    on 24th Nov, 14 05:11am

    0 stars
    (1 comments)  

    This is a great reminder we are probably make too many assumptions and have quite a few misconception of priorities about ourselves and our clients.

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  2. Susan Friesen

    on 23rd Nov, 14 03:11am

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    (1 comments)  

    #4: You’re always guilty until proven otherwise…. this one has been bugging me lately…

    I’m continually sending emails back to clients letting them know that no, we didn’t suddenly change everything to make your website no longer work, but here’s the actual problem of what’s wrong….

    And now after reading this, I will stop taking it to heart and being falsely accused of incompetence – it’s just the way people are wired!

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  3. Linda Zadelaar

    on 21st Nov, 14 06:11pm

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    (1 comments)  

    Clear….I confess: Now I need to find 30 solutions to this great list, because I fucked up on several…

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  4. Judith Verwij

    on 21st Nov, 14 03:11pm

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    (1 comments)  

    Brilliant!

    I printed out the list to keep next to my pc so I can see it when I communicate with my beautiful clients!
    It makes me focus on the people i love working for and love working with!
    Thanks!

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  5. Kristin Daly

    on 21st Nov, 14 03:11pm

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    (1 comments)  

    Brilliant! So true that when I show them my imperfections, I’m a genuine human being, and that’s what we all want.

    Love your customers <3

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  6. Fiorella Martijnse

    on 20th Nov, 14 05:11pm

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    (4 comments)  

    I love this list!
    And you are so right!

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  7. Anita van Hooijdonk

    on 20th Nov, 14 02:11pm

    0 stars
    (5 comments)  

    Dear Vered and other readers,

    I think you hit the truth and I know of course both sides; being the client and being the saleswoman.

    I get a lot of credit by admitting the things that I do not or did not know (and found out later); or the things I find difficult and do them anyway. Just showing that I’m human basically and not perfect. And thanks for pointing it out so clearly!!

    I also found out that a manager wants a little bit of credit for everything she does for her employees and if you can make them see that….

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  8. Marjolein Kalter

    on 20th Nov, 14 12:11pm

    1 stars
    (66 comments)  

    hahahaha

    Pema Chödron says:
    JUST LIKE ME!!!

    And she helps to practice this to send you home in a traffic jam….

    Thanks Vered

    Marjolein Kalter

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  9. BoukjeBarbara

    on 20th Nov, 14 09:11am

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    (18 comments)  

    Hi Vered,
    I love to admit to myself that I am secretly thinking that I am the best person in the world to be their coach.
    with it comes
    * that the other person is the best in the world to be my client/friend/ambassador
    *I support them to think the best about themselves

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  10. Marjolein Kamstra

    on 19th Nov, 14 10:11pm

    0 stars
    (15 comments)  

    This is such a funny list! Seeing these one after another is the aha for me.

    This is what clients are like. This is what WE PEOPLE are like.

    I’m probably just the same – although, I must say, that secretly I think I am a better person than most people.

    Hahahaha 🙂
    cheers, Marjolein

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  11. Elfriede Krauth

    on 19th Nov, 14 12:11pm

    1 stars
    (47 comments)  

    My aha was that clients don’t want to learn. They would rather have it in a form of a pill.

    I’ve become such a fan of learning this year, I thought everybody would love it.

    thank you for pointing that out!

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  12. Eline van de Veen

    on 19th Nov, 14 11:11am

    0 stars
    (17 comments)  

    very interesting list Vered, thank you.

    I wonder how to sell do-it- yourself-services from the expert business model (book, training etc) if 8. they want me to do the hard work for them.

    Although I make it more easy for them and I can take them by the hand; they need to invest themselves in their goal. They do get it 26. more cheap than a private consultation.

    Thanks! Eline

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  13. Julia Arnscheidt

    on 19th Nov, 14 11:11am

    1 stars
    (26 comments)  

    Hi Vered,
    I like the ´money is not an issue for me when it comes to my obsessions`.

    As I help busy parents to create more time in their lives, I may need to focus more on the wellbeing of their kids in my communication. And on time for their hobbies…

    However, how do I know what their real obsessions are? It can be numerous… Any tips?

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    • Marleen Dresscher

      on 19th Nov, 14 03:11pm

      0 stars
      (1 comments)  

      Hi Julia,

      I think the obsession for busy parents with children is……..peace of mind, mindfulness, learning to be in the moment and enjoy that moment.

      Whether that moment is at work, with the children or spending time on their hobbies (which can be many).
      Teach them to enjoy the moment, and to guard their boundaries.

      Teach them how not to be distracted by less important things (internet, television, phone etcetera) which at the end of the day have taken possibly hours away, hours which they could have spent meaningful, hours that could have given them a great feeling.

      Does this make sense?

      Marleen

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      • Julia Arnscheidt

        on 20th Nov, 14 05:11pm

        1 stars
        (26 comments)  

        Hi Marleen,
        I think what you are suggesting is more what they need but not their obsession.

        Their obsession is their kids and making them happy.

        Don´t you think?

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  14. Josselien Janssens

    on 19th Nov, 14 10:11am

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    (2 comments)  

    Not surprisingly, I find that according to this list, I myself am exactly the same as my clients.

    Knowing this, means that my market research can really focus on ensuring how to capture my clients needs, and make sure that I communicate how and where I stand out from the competition in terms of tending to those.

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  15. Jaana Siltasalmi

    on 19th Nov, 14 10:11am

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    (4 comments)  

    I love number 24 – 30, especially 29! Hahaha!

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  16. Melanie LO

    on 19th Nov, 14 10:11am

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    (17 comments)  

    Well, this is it!
    So true!

    I think this is the best blog you have ever written.
    I recognize my situation in nearly everything.

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  17. Ilse van der Put

    on 16th Nov, 11 11:11pm

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    (2 comments)  

    The one about the memory of a goldfish…. I’m going to take action towards the clients I haven’t met for a longtime.

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  18. Jacqueline Moleman

    on 16th Nov, 11 08:11pm

    0 stars
    (7 comments)  

    I think this is all true for end customers.

    For professional Buyers it’s even worse… They feel like an end customer as described, but need to be THE professional for their boss. Which they not always are… So give them the internal selling story with your product or service, so they can sell the deal internally. That’s all they need. Oh, and don’t forget to deliver your promises or even better: Exceed their Expectations!

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