People do tasks because they 'have to'. They want to get tasks over with & not think about them. If they don't give tasks much thought, they might not know about better ways.
Think about customers' conditions, ask "Where's the struggle?" When you find struggles, offer easier results. You can increase profits by decreasing people's struggles.
If people only want easier results, they might reject offers of better results. Describe how they'll get easier results. Example - "You'll easily rinse dirt way when __."
There are rules & expectations for life roles. People aren't always realistic.
They might achieve quicker, easier results if they redefine rules & expectations. You can offer - "Let's check your To-Do List for easier ways to do tasks."
Put helpful tips in ads to show you have solutions people need.
Example - Sell detergent pods with this tip: After working outside, put dirty clothes in a pail of water with detergent pods. The detergent will start cleaning the clothes. You can carry the pail to a washing machine. Dirt won't be spread in your house.
When you know their criteria, you can consult about methods & tools to determine what's realistic.
People might do their best & be disappointed with results, so recommend better methods & tools.
Your offer can be - "Are you disappointed despite doing your best? We'll show you how to use new materials & tools, so you'll get the results you deserve. It's our job to supply what you need, including instructions."
Continuing Priority Cycles
As conditions change, people adjust to changing problems & needs. Each adjustment could require different products. Products can be risky & pose other problems.
Guide people in prioritizing problems & choosing products based on their needs & resources. As you show how to use products to solve problems, people fulfill needs & take another priority.
Each consumer priority change brings another chance to make your business valuable. Create value by matching products & local needs.
Make complete offers of products with instructions to solve problems, so people will buy all they need from you.
People might need medical advice because they have physical restrictions & need help adjusting actions.
If you allow trial purchases, they can bring products to medical appointments for help in choosing & using the best options. They can live independently & still fulfill their roles.
As our population ages, people are in transition. You might need to adjust your business according to people's desires & needs.
Example - As lives change, people change how they do tasks. Changing tasks requires extra effort & results aren't satisfactory until people gain mastery.
Learning new methods requires mental energy, so people may be distracted. Tired, distracted people need guidance in planning tasks & setting easy steps to achieve results.
By consulting with people, you can save them time & reduce frustration.
People prioritize changes because they can make only a limited number of changes at a time. Changes require resources & limited resources restrict options.
They're apt to buy if your solution fits most or all of their priorities.
People might base resource priorities on shortages, so they conserve their scarcest resources, especially time, money & energy. They might invest a little more money to save time.
Offer products & plans to save resources based on their conditions.
Same Life Goals, But Different Lives
As conditions change, you can help people adjust tasks. Evaluate what they have & determine what they need. Offer solution packages so people won't have the frustration of going to multiple stores.
People might want what neighbors have, but they have different needs & resources. Example - Home owners might want great lawns like their neighbors. Soils are different, so their lawns won't be the same. Previous residents might have used different seeds, fertilizers, pesticides & weed killers.
A customer might use a neighbor's lawn as a standard. How does that customer describe an ideal lawn? Is an ideal lawn achievable without replacing sod?
If they can afford what's ideal, can they maintain it with satisfactory quality?
Help customers achieve & maintain an affordable version of ideal conditions based on priorities, budgets & standards.
You should sell satisfaction by focusing on long-term value.
Basis Of Comparison
When people want benefits, they might not think about drawbacks.
People should include positives & negatives when comparing results & experiences.
Example - Travelers see great sites. People might be jealous because they can't physically sit for hours in a car or plane.
They could see sites with a big screen TV, but they'd miss cultural benefits. Some things could be added as replacements & problems can be eliminated.
Examples - "Experience Site Seeing & Movie Theater Thrills Without Discomfort of Hours Of Travel & Pain of Small Seats"
Benefits & problems can be listed like this: "Do you want - (benefits list). Do you want to avoid - (problems list)."
An electronics store could arrange with restaurants to provide exotic meals for big screen TV buyers.
Other experiences can be combined. A motel & restaurant could emulate cruises at lower costs by combining lodging, exotic meals & entertainers. Museums & ethnic groups feature art & entertainment of foreign nations. Zoos & ranches might have exotic animals.
Businesses can work together to offer "A 'Cruise' Experience Without (two main problems). You'll save $XYZ & still get these benefits: (list)"
Some people would go on cruises if problems didn't prevent them. Each eliminated problem should be highlighted in a 'without' statement.
Develop benefits to promote as reasons to accept the offer. Example - This 'cruise' alternative is available to people who don't have passports & don't want vaccinations.
Projects & Goals
Helping with projects could be your competitive edge over discount stores. You can help in planning projects including choosing tools & materials based on people's limitations & resources. Are they ready to start the project & maintain results? If they can't afford each detail, discuss adjustments. What do they need now & what can they delay? What are they willing to do without?
Solve Problems, Not Symptoms
People work hard & are frustrated when a problem doesn't go away. They get only temporary relief if they work on a symptom or related problem. It's like wiping up a puddle without fixing a leaking pipe.
They only get full relief by solving the main problem.
People might buy what's necessary for a symptom & feel cheated because their problem isn't solved.
They might go to another store in hopes of getting something better. A retailer, who helps them solve a problem, can earn more sales in the future.
You can use point-of-purchase signs to urge people to think before buying. Here's a sample sign: "Please let us help you SOLVE A PROBLEM, NOT A SYMPTOM. We're here to help you, please ask us questions."
It's hard to create a standard way to identify & solve every possible problem because situations vary.
Here are some questions for isolating & possibly identifying the main problem: Example - There's rotten wood because water leaks from a pipe. If a problem is solved, are related problems easier to solve? Which problem causes the most trouble now? Which problem will cause the most trouble in the future? What's the source of the trouble?
When A Diagnosis Is Hard
Unfortunately, sometimes a way to diagnose a problem is to start treating symptoms. Example - You can wipe up a puddle & watch where water starts accumulating.
You can use a search engine to get diagnostic charts, symptom checkers & potential solutions.
If you use magazines, books, videos or blogs for tips about diagnoses & solutions, you shouldn't lock into a diagnosis too early. You can go astray with a preconceived idea. Compare details between those case studies & your conditions because a difference can change a diagnosis.
You might have theories about what's causing trouble. Forming & dismissing theories can be like trying on shoes & eliminating what doesn't fit.
A diagnosis depends on accurately identifying symptoms & checking if there are enough related symptoms to indicate a specific problem.
Hopefully, you'll recognize the problem based on how it fits the diagnosis criteria.
Finding A Solution
When prescribing a cure isn't easy, you might need to find a solution by iteration.
You can evaluate results of each treatment. Has the problem faded? Is a potential solution closer? As you try a remedy, are symptoms subsiding or getting worse? If the problem lingers, are the most troublesome symptoms subsiding?
Some manufacturers recommend how much of a product to use & for how long. Without those recommendations, it can be hard to determine whether to stop a "solution" & try another.
Something to consider is - Are other potential solutions similar? What are risks & side effects of other potential solutions? Is there a satisfaction guarantee for other products? How comfortable are you with other products?
If you offer tool rentals, people could rent what they need until they solve a problem. People might buy tools if problem recurs. If they start with a small amount of materials & find what works, they can buy enough to solve a problem.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2018 Dennis S. Vogel All rights reserved.
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