# education

    Know Your Customer

    Just yesterday, I went scouring for an e bike. I’ve fantasised about it, effortlessly strolling along the Yarra river with barely a drop of sweat. Quite a difference to my current furious pedalling and asthmatic wheezing.

    The first shop I walked into created a great experience. As I was a clueless e biking bean, the shop owner explained the different types of models, their different features, and what might suit my body frame better.

    He encouraged me to trial by zooming around in the empty streets, which I enthusiastically did. He didn’t pressure me to buy, and suggested googling and searching around before making a decision. He said (and I paraphrase):

    “Take all the time you need. The bikes I have here sell themselves and I’m happy for you to look around. If you ever want to trial any other models then feel free to come back.”

    The other shop was… well a little different. I immediately felt shut off and intimidated as the shop assistant came in with the hard sell. You know that tone when someone’s pitching at you? The over enthusiastic, semi-loud, fast paced spiel that makes you veeery uncomfortable… Well this guy had it all, and I was not prepared for it.

    My friendly

    “Hi, I’m just wondering what sort of e bikes you had?”, was met with

    “These are the best in the market, you want to go for these ones which have [insert name] motor, and [insert features I didn’t particularly want/need]“.

    I felt trapped. All I wanted was a description of each bike, but instead was suffocated from the plugging of their most expensive e bike at $5000-6000. If he had taken a moment to LISTEN to my budget (~$2000), needs, wants, he would’ve known there’s no way in hell I’d fork up that much money.

    Most of all, I was frustrated. Not able to get a word in, he had completely lost me by neglecting what I wanted.

    KEY TAKEAWAY:

    First, LISTEN to your customer’s wants and needs.

    Ask what they’re looking for, and meet them where they are. If the 2nd store had listened then pitched a more affordable model, I might’ve gone with them. Sure they didn’t make $5000, but at least they would’ve $2000.

    Instead they got nada.

    This message of ‘Know your customer’ extends to the education system. Know the student in the classroom and personalise the content to them. Show them you care about their needs and wants, and the more responsive they’ll be to learning.