What Your Client Really Wants



Hi! My name is Sherri Wilson and I empower introverted entrepreneurs with genuine solutions to find their voice true to who they are. 

Ok, let’s jump right in to one of the most important questions you need to answer as an entrepreneur because it will 1) help you filter all of your interactions with others in a focused way that brings you more business and 2) provide you a framework of communication that eliminates awkwardness from not knowing what to say, which I call the “deer in headlights syndrome.”

So! Let me ask you a question. Why do you go to Walmart? For some I could ask why you DON’T go to Walmart. 

Business is all about the customer: what the customer wants and what they get. Generally, every customer wants a product or service that solves their problem, worth their money, and is delivered with amazing customer service.
— Fabrizio Moreira

The obvious answer is to purchase groceries and other items we need. But I know you guys are discerning and know that some of us go to Walmart because is it’s cheaper. Others like the convenience of getting everything needed in one place. 

Convenience and cheaper prices are strong motivators for us in spite of larger crowds, longer lines, and the lack of an aesthetically and pleasant experience compared to other grocery stores. 

As a side note, Walmart strategically sells some things really cheap but makes up the difference with items that are more or equal to other stores? 

I’m sure there’s another store you like to go to like United Market or Albertson’s or HEB. Why? Again the obvious answer is to get groceries. But most pick another store for quality, hard to find items, friendlier staff, the coffee shop in it, or even how close it is to your home, especially if you have just a few things to get. Why brave the crowds of Walmart for 2-3 items when you can run into a smaller chain even if it costs a little more?

I’ve taught you guys a lot of this already in “What’s Your Fizz?,” but I wanted to reiterate it and then go deeper. 

Even though we know that we don’t shop at a certain store for the products but for the benefits, many of us entrepreneurs still tend to think that our product or service is what our clients want from us. So we push the product or the service. But I want you to instead use this question for all your interactions:


Now before you think you know the answer, I want to stop you. Because you can’t truly know the answer to that question until you LISTEN TO YOUR POTENTIAL CLIENT TELL YOU WHAT THE PROBLEM IS. 

You can get a general idea of the problem you solve and your benefits for your website and marketing content. That’s fine. But I guarantee you that if you simply spout off your benefits to a potential client like a script without truly listening to them and understanding what they’re saying and need (even if they don’t), your potential client will feel you’re just following a script and don’t care about them. We all know how frustrating it is when sales people don’t listen to what you’re saying. 

Seeking the answer to this question provides a focus for you as you interact with your client. It’s like a filter for your brain to weed out the unnecessary and target in on the main problem. Like a stated, a lot of people aren’t even sure what they need but the more they talk, the more a picture develops. 

For example, let’s take the cheap prices of Walmart deeper. What if a single mom with three kids isn’t just looking for cheaper? What if Walmart is the only solution for her to feed her family on her very limited income? For her, the stakes are higher. Hear the deeper need. Go below the surface. 

One of my clients hired me to train his staff to increase sales, which we did. But the more I was around him and his staff, I realized that his deeper problem was a team not at the level needed to increase sales and expand his business. Some restructuring was needed so now my role switched to a more advisory role and soundboard for ideas and later to the problem of who to hire that’d be the best fit for his vision and his current team. 

And, finally, by keeping your eyes and ears open to what problems you can solve, your communication will be insightful and helpful. Your thought path will not be on just closing the deal and then you’re caught off guard (the deer caught in headlights syndrome) when a question or statement doesn’t fit your script. Instead you’re already thinking strategically and can offer genuine solutions. 

Here’s a final question to ponder: 


All of us are uniquely designed with skills, talents, and gifts to solve specific problems. I’d suggest evaluating a few things to answer this question:

1. What do people come to you most for when they need help? 
2. When you’re helping others, what energizes you the most?
3. What are you most passionate about?

The Process

Let me walk you through the process using my husband’s answers and then mine. My husband is a property manager. He oversees a few guys under him. Most of his guys come to him for know how. Like repairing something, building something, or anything related to property management including court-related things. What energizes him is helping others do things themselves by planning ahead. And his passion is doing it right, which requires planning ahead and having know how. He’s perfect for overseeing others and properties. I’ve also seen him coach others in personal life areas. 

The highest levels of performance come to people who are centered, intuitive, creative, and reflective - people who know to see a problem as an opportunity.
— Deepak Chopra

People want me to discern and solve problems that are hurting or hindering their bottom line by developing and implementing strategic solutions unique to that person or business and staff. I’m passionate about removing any obstacle that keeps an entrepreneur from reaching his or her goals. 

I guess you could say a sub-category of mine is communication problems. I empower introverts with the know-how and tools needed to find their voice as an entrepreneur. I train teams to communicate with each other based on each other’s personalities to reduce conflict and promote understanding. I teach professionals how to build rapport within minutes to truly connect with clients and increase sales and customer satisfaction. And I help my clients craft a message and identity that speaks to their target market. 

You might find you have sub-categories too. That’s just fine. Many of you are multi-passionate entrepreneurs and solve many problems. I encourage you to go through this process. You’ll be more targeted and confident in helping your clients.  Your business identity will become clearer. And you’ll be more sensitive to the problem your client needs you to solve. 

Today’s sales culture requires that you truly LISTEN and genuinely care about your client’s problem. This is the WOW factor your business must have that will generate referrals and bring repeat business. But, most importantly, it’ll bring meaning to what you do. 


1. Most of us mistakenly push our product or service missing the actual problems our clients need us to solve.
2. Instead ask, “What problem is my client telling me I need to solve?”
3. You discover the actual problem by LISTENING to your client. 
4. Don’t make the mistake of addressing your client’s problem with a script. Your client will feel that you don’t care and you’ll lose them. 
5. Seeking to solve your client’s problem is a filter for all of your interaction and promote strategic thinking.
6. What problem were you born to solve?
7. By solving problems, you’ll bringing meaning into your work and life. 

I’d absolutely love to hear what problems you were born to solve! Please post them in the comments below. And don’t forget to share this training because you care! Invite them to our group or share this training from the blog at geniuscommunication.org. Love you guys and see you next week!

Sherri Wilson