KISS = Keep It Super Simple Because Customers are Simply…Not as Smart as You

KISS = Keep it Super Simple 

Can we discuss a little secret? 

Just between us. 

Especially since we are now BFFs. 

Well…here it goes…

Customers are simply…

…not that smart. 

That’s right. I said it.

However, please keep it a secret though. 

For instance, let me share you a perfect example of a customer who is…well…just not very smart. 

You guessed it, that customer is yours truly. 

Today I had to hire a plumber.

Why? 

It’s not that I am not real smart.

Truth be told, I am a complete idiot. 

For example, I have a severe allergy to any type of tools. 

A hammer, wrench, pliers as well as any other tool for that matter just do not fit very well in my hands without something extremely negative happening. 

Especially sharp tools. 

If someone sees me with a tool in my hands, they have been instructed by my wife to call 9-1-1 immediately. 

This includes my daughter, family, friends, neighbors, UPS driver, mail women, our dog and anyone else within visual range. 

Apparently the instructions go as such, “Call the police without hesitation if Curt is seen in the yard with a tool of any type.” 

The Sunday Plumber

Bottom line: I need help and therefore have to call an expert when it comes to any type of repair around my home. 

Well, one day we have a serious leak in our basement at the washing machine. 

Therefore, I needed to call a plumber.

On a Sunday. 

Two gentlemen showed up.

I gave the two minute speech on “I have no idea what I am talking about” and continue explaining how when I turned on the dishwasher, water was pouring out downstairs in the laundry room. 

They walk over to my kitchen sink.

Wait, it’s coming out underneath the washing machine downstairs. 

They politely explain plumbing 101 and probably wish I would just go outside to play in the driveway (or on a busy street). 

Consequently, they grab a mechanism out of their truck, the famous snake. 

Run the snake down the drain. 

“We got it”! 

Twenty minutes in total.

On a Sunday. 

$324.

Yes, I am reading your mind. 

I paid $324 because I am an idiot and have to pay $324 for 20 minutes worth of THEIR expertise. 

Yet, these guys were awesome! 

Fun, friendly, and efficient. 

Most importantly, they were kind and gracious to my deficiency in home repair. 

KISS Because No One Wants to be the Fool 

So how do you treat customers when those “dumb” questions come your way? 

Another perfect example…Men hate asking for directions!

Why?

We hate looking like a fool.

God forbid we don’t know where we are going. Our precious egos are pathetically fragile and delicate.

Thank God for technology.

As a result, we no longer need to stop at the gas station for directions to actually admit, “I am Lost”. 

Mark Twain famously stated:

“Better to remain silent and be thought a fool than to speak and to remove all doubt” . 

Instead of treating a customer with a dreadful condescending attitude, what if you delivered engagement with the passion and enthusiasm as your favorite teacher or coach growing up? 

No eyes rolling.

By the way, for any of you currently raising teenagers or in the past, you know full well that you can hear eyes roll. Even when they are standing behind you. Just saying. 

Anyway…another example…

The patient and understanding adult who LOVES when the five year old asks WHY for the 80th time. Yet, still responds with an unapologetic fever and devotion. 

You possess a passion and expertise to a situation that your customer has yet to experience. 

Be grateful that there are people on this planet that are…putting this as politely as possible…not as smart as you. 

Where is the restroom? 

Do you see the sign above your head? 

Well, customers are busy and distracted. 

Customer looking at the menu. “Do you have X?” 

You want to say, “Do you see X on the menu?” 

You have the menu memorized and know it in your sleep. 

Be grateful that this person feels comfortable as well as vulnerable enough to ask for your expertise. 

Most importantly, thank them for asking questions.

Make Your Customers Feel Like a Genius

To sum up, just be as efficient as possible with answering those questions ahead of time which make your process scalable. 

Put those answers on your website. 

Make a video. 

Create a blog post. 

Work on a thorough FAQ page (frequently asked questions). 

Make is as easy as possible to do business with you. 

 

Thanks for stopping by. For additional fun, check out these articles: 

Warning: You are Entering the “Courageously Uncomfortable” Zone

 

Stop Being the Best Kept Secret