One of the most common reasons for the failure of large or small, business enterprises, is the inability to give value to customers. The concept of value is one of those things which are both simple and complex. Simple because it contains only three components; Complicated because it can only be defined by the customer, and may include concepts and opinions like tangible and abstract concepts. This article is deliberately simple, so that the concepts can be presented in their most basic form.
Understand that the first component of value is “utility.”
This means that whatever you are giving to your customer, it has to be fit for the purpose that the customer will give to him. In essence, for any goods or services that you distribute to the customer, being a utility means that a customer can increase the performance of his property or remove any kind of obstacle that he or she is more than his property Prevents the value from receiving.
If this is a car wash, then the car has to be cleaned.
If this is an ice plowing service, then the customer should be able to walk on the path you have mentioned.
If this is a cell phone, then the phone must be able to get a signal, the customer should be able to dial a number and connect with someone at the other end of the call.
If a computer report, the customer has to be able to click on a button on the screen, then the report should come out of the printer and it should be complete and correct.
Know that the next component is “warranty.”
This means that your client should be able to use the goods or services that you distribute.
For example, the car wash has to be open at the time when the sign says that the business will be open, and be able to handle the demand for its use, otherwise the line will grow, the customers will get tired of waiting and leave.
The service should be as secure as the customer; For example, there is no inappropriate risk for drivers or passengers.
If the service fails, it should be restored within a period of time when the customer considers to be appropriate, otherwise the customer will find another car.
The same concept applies to all other goods and services. They have to be equally available as the customer considers appropriate, provides the right ability to meet the demand of the customer, be as safe as the customer expects from them and is equally consistent with the customer.
Strive to identify and overcome the barriers of the customer’s perceptions.
The easiest way to explain it is to think about the day you bought your last automobile. Why did you pick it up? After all, all the cars are the same – four wheels, chassis, engine, transmission, differential, body, seats, steering wheel, glass, seat belt, etc. … or are they? The job of the salesperson is to identify these assumptions and to determine the best way to present the service – a car – in a way that will convince the customer that it is a vehicle that meets all the needs, real and considered goes.
Some customers will buy based on the perception of reliability, which will be created through personalized experience and / or word of mouth.
Focus on some price.
Focusing on some potential, or the comfort of the interior.
Some want speed, others feel that there can never be enough airbags on a moving vehicle.
The perceptions of the customer are what makes or breaks the transaction that exchanges value for money.
For example, most people will not pay $ 100 for corn beef, right? However, put a person in a situation where the person has not eaten for days and all of them will be found, and that person will exchange any value for that food. The art of boiling to get what the customer wants, wants it to think about the value, and make sure that the value you have for sale will be distributed to that value.
Remember that strategy and marketing are two different concepts.
The strategy is about deciding what you will offer for potential customers, how that price will be distributed, and how you will convince the customer that the customer wants to get the value from you. In essence, this value is about defining the proposal.
Marketing is about a way to communicate the strategy and value proposition to the customer, who want to buy service or goods from you.
Pursue positive returns.
Where does money come from all this? The customer should understand that the total value of the service is higher than its cost, and produces positive returns. Returns can be tangible (as a positive return on investment) or intangible (in the form of goodwill of the customer’s brand reputation, or the goodwill of the customer’s customers). Keep in mind that sometimes intangible returns can be much more valuable than tangible ones!