Customer Psychology Series Part 2: 'Just Handling Procedures Isn't Enough!' | The Psychology of Customers Seeking 'Expertise'
Hello, this is K.G., a former civil servant turned administrative scrivener.
Well, I would like to write about the second installment of the customer psychology series.
The first installment is here
The theme for the second installment is customers who 'seek expertise', and I will delve into their psychology.
Last time, I explained customers who harbor 'anxiety,' but this time I will cover a more proactive and motivated customer segment.
They are not simply looking for someone to handle procedures for them; they find value in the expertise that an administrative scrivener possesses.
Honestly, my gut feeling is that this type of customer is rare.
However, if you can understand this customer type and provide higher value-added services while building a long-term relationship of trust, you can also aim for higher fees.
Characteristics of Customers Seeking 'Expertise'
Differences from the Anxiety-Relief Type
There is a clear difference between the customers who harbor 'anxiety' that I explained last time and the customers who seek 'expertise' this time.
Anxiety-relief type customers:
'Wanting peace of mind' is the primary emotion
As long as they can reliably obtain the permit/license it is fine
Risk avoidance is prioritized
Expertise-seeking type customers:
Obtaining the permit/license is a prerequisite
Seeking further industry knowledge and information
Looking ahead to business growth and expansion is in their sights
In other words, customers who seek expertise are looking not only at the certainty of the procedures but also at the future development of their business.
What they are looking for
What this type of customer is seeking is specialized information that is not generally available.
Industry-specific knowledge: The realities and trends of the industry related to permits and licenses
Practical know-how: Practical information that cannot be found through research
Success stories: Methods used by successful operators in the same industry
Internal government affairs: Key points for review and administrative policies
Future prospects: Trends in legal amendments and policy directions
When starting a new business, they are in a state where they don't even know what is necessary or what they should know.
That is precisely why they expect professional advice from an administrative scrivener who specializes in that field.
How to perceive high expectations
High expectations are an opportunity
This type of customer tends to have clearly higher expectations for the administrative scrivener than the anxiety-relief-seeking customers from the previous article.
What they expect:
Value beyond mere procedure handling
Advice as an expert well-versed in the industry
Provision of useful information that leads to business growth
However, these high expectations are not a threat, but a great opportunity.
This is because customer satisfaction is highest when expectations are exceeded.
High expectations mean that the impact when they are exceeded is also significant, making it easier to build a strong relationship of trust.
Risks of falling short of expectations
On the other hand, there are points to be aware of.
If you are talking to an administrative scrivener who is supposed to be knowledgeable about the industry, but they don't provide much useful information, how would the customer feel?
'Doesn't this person know less than I do?'
If this impression is formed, building a continuous relationship afterward becomes difficult.
Simply completing the procedures is not enough, and the value as an expert is not recognized.
Characteristics of this type of customer
Attitude toward business
Customers who seek expertise have clear characteristics.
Stronger enthusiasm for their business than the anxious type
Possess a perspective that looks toward the future
Can appropriately recognize risks (common with the anxious type)
Want to further utilize expert advice to expand
This type of customer possesses a strong desire for growth in addition to the ability to assess risks.
They expect the administrative scrivener to play the role of not just defensive support, but also an offensive partner.
Thinking regarding fees
Interestingly, this type of customer also has a unique way of thinking about fee amounts.
Higher fee settings are possible:
They understand the value of expertise and
They are seeking services beyond just handling procedures
Properly judge cost-effectivenesscan
As an administrative scrivener, if you can grasp that the customer's expectations are high, you can propose a fee setting that is commensurate with that.
The key is to clearly present value that justifies a high fee.
If you present a quote along with a concrete proposal of 'we can provide these types of services,' it becomes easier for the customer to be convinced.
Effective approach methods
Push-style sales
For anxiety-relief-seeking customers, it was effective as long as you could 'provide materials for peace of mind.'
On the other hand, for expert-knowledge-seeking customers, a push-style approach is effective.
Proactive information provision:
Information for succeeding in the industry
Methods used by successful business operators
Administrative trends and policy information
Outlook on legal revisions
Analysis of industry trends
Rather than a wait-and-see attitude, a stance of proactively providing useful information from our side is required.
Providing 'plus-alpha' value
The information customers seek varies. Not everything will hit the mark, but providing something extra every time is important.
Examples of continuous value provision:
Sharing and explaining industry news
Information on related legal revisions
Analysis of trends among competitors
Proposals for new business opportunities
Information on subsidies and grants
Through such continuous provision of information, you will be recognized by the customer as someone they can consult with about anything related to this industry as a presence.
Aiming to be a "presence you can consult with about anything"
The ultimate goal is to build a relationship where the customer will "consult with you first about anything" related to their business.
If this relationship can be established:
When a new license application arises, you will be the first person they consult with
You will be entrusted with all procedures accompanying business expansion consistently
The likelihood of being introduced to other business operators will increase
It will become a long-term and stable source of revenue
This type of customer can become a very high-quality customer if handled appropriately.
Honestly, I believe that if you can acquire just one company of this type, for a sole proprietorship, it is at a level where you could make a living from the work of that one company alone.
Also, if you are recognized by that one company, it means you are providing high-quality service, so you can approach other customers with confidence.
Actively promoting the aspect of being a former public servant
Here too, the aspect of being a former public servant has high competitive advantage.
・As a former public servant, you are well-versed in administrative trends and have a deep understanding of internal affairs.
・You possess information known only to former public servants that is not generally available.
・While the customer cannot tell whether you truly possess specialized knowledge, being a former public servant who was in charge of reviews provides overwhelming persuasiveness
Because of these strengths, I feel that being a former public servant is an overwhelming advantage for customers seeking "specialized knowledge".
Key points for service provision
Visualization of expertise
To have the customer recognize that "this administrative scrivener is truly an expert"
Updating industry knowledge:
Always catching up on the latest industry trends
Studying success stories of competitors
Closely monitoring changes in administrative policies
Organizing and providing information:
Providing information as systematic knowledge rather than fragmented pieces
Providing information tailored to the customer's business stage
Offering advice with a view toward the future
Articulating value
The value of specialized knowledge cannot be conveyed unless it is properly articulated.
'This information is not generally known'
'In success stories from the same industry...'
'According to the latest administrative policies...'
'When the administration takes such actions...'
By clearly communicating the scarcity and value of the information provided in this way, customers can truly appreciate your value as an expert.
Summary
Customers seeking specialized knowledge are an ambitious, growth-oriented segment that expects more than just simple procedure handling.
Characteristics of this type of customer:
Obtaining permits is a prerequisite; they seek further specialized knowledge
High expectations for administrative scriveners
Looking ahead to business expansion
High likelihood of accepting higher fee structures
Effective approach:
Proactive, push-style information sharing
Providing 'value-add'every time
Building a relationship where they can 'consult on anything' related to the industry
If you can consistently provide expertise and advice that exceeds the expectations of this type of customer, you can build a strong foundation of trust and a long-term business relationship.
This is a customer type that tests yourtrue expertise as an administrative scrivener, but that is precisely why it is rewarding and an opportunity to be recognized as someone who can provide high value.
In the next installment of the Customer Psychology Series, we will delve into a different type of customer.
If you found this article even slightly helpful, please
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Also, on my NOTE, I will be introducing various information such as:
・Worries during my time as a civil servant and thoughts at the time of resignation
・The overwhelming competitive advantage that former civil servants possess
・Preparation for independent practice, etc.
・Sales methods after opening a practice, etc.
So please read my other articles as well, and I would appreciate it if you could leave a
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