People don’t simply buy your product or service. They buy how and why it’s going to benefit them. Knowing this, no matter what your vision is for your business, it must always be clear on its benefit to the end user. Lack of clarity on this is always going to hinder your sales. Your marketing materials, your presentations, and even your behavior should communicate your vision, or you may not get the results you’d like.
Think of Apple Computer. Just the sight of their logo evokes thoughts of iPhones, iPads, iPods, iMacs, and everything connected to those products. The strength of their branding is not an accident. Their marketing has always been driven by clear, concise, precise wording chosen according to the customer experience that they seek to create. In forming or revising your business vision, you ought to be more attached to the customer experience you wish to create than to your product or service.
In my consulting business, I’ve invested many hours of research into the subjects of vision, sales, communication,customer service, management, finance, and more. However, what has directed my study over the years is the needs of my clients and the experience I’d like them to have in working with me. Some questions you ought to ask yourself when constructing a customer experience are:
- What does the customer really want?
- What does the customer need but doesn’t want, and how can I package it in terms of what they want to maximize the benefit to them?
- What can I include with my product or services that will make my product or service worth ten times the price?
- What is the customer’s expected outcome, and how can I ensure that I exceed it? This is different from product/service features or benefits. This is the total outcome.
- How does the customer make value judgments on products and services, and how can I adjust my performance accordingly?
- What does my customer expect from the experienceitself, and how can I exceed those expectations?
- What can I do to make the process as easy as possible for the customer?
- What resources in my network can I make available to the customer to deliver value even beyond my services?
Once you start to see answers to these questions, you’ll find yourself in a much better position to create a customer experience that always over-delivers.