How To Know What They Want - Part Of Emotional Intelligence

When I was an MBA student at the Harvard Business School

, marketing professors kept saying, Know what business you are in! That seems obvious on the face of it. However, seeing below the surface is the trick. For example, if you answered, In this case, the company is in the business of selling perfume. The professor would ask, And why do customers buy it? You answer, So they can smell nice.

Then the professor would guide discussion until we realized, This perfume company is in the business of selling hope. And women buy because they hope to fulfill a fantasy of being very attractive. We were thus trained to identify the essential quality the customer was buying.

Another example. What is the essential quality people are buying from Volvo? Safety. That is the companys brand.

In your business, what is the essential quality your customer or client is buying or

wanting? What is the essence of what you provide? That is your brand, not just a logo, etc. Can you name that essence in a few words?

For example, as an Executive Coach, the essential quality I provide clients is resourcefulness. Clients use me as a sounding board that increases their resourcefulness in strategic thinking, decision making and relationship building.

I can name a lot of other things they get from my Executive Coaching Programs, but I would be wise in my marketing to keep it simple, keep my messages focused on the essential thing I offer. To see the variety of outcomes, the results of my Executive Coaching Programs, visit my web site, and click on navigation bar on "Results of Executive Coaching."

What about you? Can you name that essential thing and keep a focus on it during your marketing?

I believe you can apply these branding ideas to people inside your company too. When you deal with people inside your company, do you know what they want from you? Have you asked them? Done a little market research so to speak? If you can give them an essential thing they want, you can build stronger relationships with them. They will be more attached and committed to you and your company.

Copyright 2009, by William R. Murray, President of Eagle Alliance Executive Coaching, LLC. Reprint rights granted to all venues so long as this article and by-line are printed intact with all links made live.

by: William R. Murray

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