Yesterday I was talking to a business owner, that was really arrogant on the phone with me. At the end of the call, I was thinking, that is probably because he did not understand or have time to understand what I was talking about. Maybe he was working on his product and he was trying to finish it, so it would be perfect.
But for him what really happened is, now I will rather buy somewhere else next time. Do you really want to run your business this way? Try to be helpful and do not take your customers for granted.
Create added value for your customers.
We have all been there: trying to get the business up and going, try to build and perfect our product or service. When we are all set to go, and start to market our product, nothing happens. Why? Because people will not buy your product because it is there, but because of the promise about the better life that your product will provide. Remember, the golden rule of buying is that people do not buy products, they buy the (added) value that they understand – the promise of a better life.
Recently a friend and coworker said to me, why does an individual feel that his problems are more important than the problems of everyone else? The answer would be because they are his. Let me explain this a bit further.
Many people feel this way because they are literally self-centered: their own experience is the focus of their lives. That translates to, when a self-centered person has a perceived problem, either the problem itself or its solution consumes all their thought, time, and energy.
In our nature is to glorify our problems, and we are ready to pay for the solution as long we have some bridge between the problem and the importance of saving that problem. If the value and the promise are high enough then the price is never an option. That goes for B2B and B2C businesses.
If a company wants to win customers, they have to stop behaving self-centered and start to behave customer-centered.
I do not want to claim that a good measure of self-confidence has no place in marketing and sales. I just want to emphasize the gap that lies between the thinking of typical sellers about the “solution that we can offer to our customers” and the thinking of customers about the “benefit I will receive for a solution”. When you are able to fill the gap between these ends, which are quite far apart from each other, you will know that you have set up perfect marketing.
Change your thinking from B2C or B2B rather to B2H. What B2H means? It means “business – to – humans”. Because we are all human beings, and we should be treated as so. Start empathize with other people!
Let me give you an example. Last year we were buying a new car because our family just got bigger. Messages about the low price, nice design nor that it is the car of the year and so on were not that important to us. Why? As long as the car dealer did not reach us with a message about the car security and a size that fits three children seats, 2 bicycles, and the stroller, I did not even think about buying this car! The added value to us was that we can have a car without worries about making compromises.
To achieve this kind of approach, you will have to step back a little, away from your product – stop thinking about your product and start thinking about your client concerns and problems. You have to move closer to your potential users. Go in your customer’s shoes!
Regardless of the fact that the move seems logical and simple, this is a step in which most of our business partners are stuck – and, I admit, sometimes we struggle too.
How can you give your customers added value?
- Get to know your customers!
Make buyer persona, your ideal customer profile, step into the shoes of your potential customer. What would need to happen that you would buy your product?
- Create a list of possible values.
Social, economic, material, .. there are different types of values. My advice is: for every value prepare an offer.
- Follow up with your customers and collect data.
There will always be unsatisfied and satisfied customers. Learn on them both and always try to maintain a good relationship with both of them. They are your biggest advocates and critics!
- Learn about your mistakes.
Mistakes are always good. That means you are one step closer to the right path!