A customer’s reasons for wanting additions or renovations often have multiple layers. Peeling back those layers is critical for proposing a design that will truly meet and fulfill your customer’s unique vision. How?
ASK, “WHY?”— MULTIPLE TIMES
For example, let’s say Customer A and Customer B both approach you with “I want a deck.” But why do they want a deck?
When you first ask “Why?” both Customer A and Customer B answer, “I want to spend more time outdoors.” But that doesn’t mean the same deck design will serve both customers equally well.
When you drill down further by asking, “Why do you want to spend more time outdoors?” Customer A answers, “Because I want a quiet, peaceful place in nature where I can read and meditate”; while Customer B says, “Because I love inviting friends over for cookouts and parties.”
Aha! Now you have the information you need. So, for Customer A, you might include a secluded nook for reading and a relaxing water feature; and for Customer B, you might include a built-in bar area, fire pit, and space for a big-screen TV.
The moral of the story: Ask “Why?” repeatedly to get to the root of a customer’s wants and needs.