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Be the Guide, 2020: The Role You’ll Need to Play to Help Customers in 2020

Customers aren’t looking for another hero, they are looking for a guide. When you position your client as the hero and you as their guide, you show them how you can solve their problems. Spiderman had Aunt May, the Karate Kid had Mr. Miyagi, and Marty McFly had Doc Brown. We have all had guides in our own lives. Our parents helped guide us with decisions about college. Grandmothers help guide new, young mothers stressed with the new responsibilities of motherhood. Guides are all around us, but we must be selective on who we allow to give us advice and show us the way. You must position yourself as the person with the wisdom capable of solving your clients’ problems. 

5 Tips to Better Play the Guide for your Clients in the New Year:

1. Express Empathy – As a guide, you have the wisdom and experience to share with your clients. For them to be the hero you know they can be, you have to show them you understand their problem. When we empathize with our customers’ dilemma, we create a bond of trust. People trust people who have experienced similar issues and lived to tell the tale.

2. Demonstrate Authority– This is a step a lot of people miss; because they are wise and experienced, they tend to shout it from the rooftops. Think of this step as a parent that is trying to guide their child. A good parent is patient and understanding, but assertive. Mr. Miyagi established authority with trust, not dictatorship.

3. Remain Calm“Daniel-son, no such thing as bad student, only bad teacher” The guide is the teacher, the one that remains calm under pressure (you never see Mr. Miyagi or Yoda lose their cool). It is the guide’s responsibility to keep the hero (or client) grounded. When the Karate Kid gets mad after getting in a fight, Mr. Miyagi remains calm, reminding him, “Lesson not just karate only. Lesson for whole life. Whole life have a balance. Everything be better.”

4. Plan“Wax on, wax off” – A plan creates clarity. When the Karate Kid was painting fences, waxing cars, and balancing on stumps – he didn’t understand why, but Mr. Miyagi did. Sometimes you may suggest things to your clients that they don’t understand. It is your job to create a plan and keep the course – this will eventually add trust, and you will have a client for life.

5. Calls to Action “Roads? Where we’re going, we don’t need… roads!” Customers do not take action unless they are challenged to take action. Marty would have never jumped in the time machine without TRUST in the Doc and without being challenged to take action. 

Need a guide? We can help! Give us a call at 838.209.8066.

“Well, good luck for both of our sakes. See you in the future.” -Doc Brown

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Blake Crawford

Blake is the Creative Director here at Greenstone Media. He helps companies tell the story their customers need to hear. When he isn't working, Blake enjoys hiking, playing guitar, and writing songs.