The superior services I described below may seem obvious, but do you promote services or assume people know what you offer?
Intel sells computer central processing units (CPUs). This is analogous to people's important, central issues.
When issues are important, people want to be sure they get the best help from insiders.
When you provide specialized knowledge, people will accept you as an insider. When you advise them about improvement processes, you're a teammate working with them, not just selling products.
CPUs process programs & data in a particular order. Processing is analogous to methods & timing.
"Garbage In, Garbage Out" means data, hardware & software quality affect results. Process quality determines whether people gain or lose benefits, so processes are as important as products.
Like developers write programs for specific results, you can combine products & methods based on customers' needs.
People often need help dealing with issues in organized ways. By offering more than products, you'll relieve stress by helping people fulfill needs.
Imagine how much influence you can have when people fulfill needs through your store.
Diagnostic questions & prescriptive guidance can encourage optimal choices. Example: 'Since you have (problem), (basic product) can fix it, but your best option is (advanced product) because __.'
You can be an improvement effort insider by gathering necessary resources, especially knowledge about choosing & using products for specific results.
You can be an insider by studying products & considering how people's circumstances fit local conditions.
With specialized knowledge, you recognize what's important & can recommend improvements. When you observe details & consider potential improvements, you can determine if problems can be fixed or prevented despite limitations of local conditions.
You know what to expect & when to be cautious by sorting through data & "noise". Data can be used to find answers. Noise is inaccurate & doesn't lead to answers.
When people lack information, noise might seem accurate. People might base purchase decisions on noise & be disappointed.
When you diagnose conditions, recommend products & give advice, you can offer: 'The right products produce the right results, so we'll recommend what you need. We have information about getting the right results because customer service is more than selling products.'
There's often conflicting information. People are confused & frustrated because just when they seem to find what they need, contradicting 'facts' come out. You can help people get what they need by accurately interpreting facts.
It's easier to identify what's missing or wrong when you know how things should fit together.
It's important to show connections among symptoms, causes, effects, problems & solutions. Example: Somebody might replace a tire without realizing a leak was caused by uneven wear from a misalignment. Problems will continue unless the alignment is corrected. Though tire replacement would seem cheaper without repairs, you can show what'll keep happening without a full solution.
You can help customers change, add or eliminate factors that cause negative results & support positive results.
To effectively compete, you should attend to details competitors ignore. Here are potential details to address:
Who has the resources people need?
Which factors are necessary for positive changes? Which factors are optional? Is it too late to change a factor?
How will people know which changes to make? Which process steps & products are vital?
Do people need new information to adapt to changes? Do people need advanced product technology?
Help People Recognize Needs & Solutions
People need help interpreting information & using it to produce precise benefits & improve specific conditions.
You can offer a service for consumers who don't have time or desire to learn complex subjects. Though you won't teach everything, you can teach enough to help people discern what's important to improve their lives.
Services can range from consultations to full service. As you learn what people have & need, you can outmaneuver competitors who only offer products.
Help consumers understand what they need to achieve results. Help consumers understand what you & they can & can't do (legally & practically) so expectations are realistic.
Help people match products with their needs. Example: Do people need big phone buttons because of visual impairments or arthritis? People, who have arthritis, need particular phone & button shapes.
Help consumers find options for changing conditions. If consumers use the same methods & products each year, results may be inadequate because something changed. Example: As climate change continues, plants grow differently & invasive insects move.
Since consumers can't specialize in all issues, they need insiders to track changes & develop improvements.
If problems start, consumers need early interventions to mitigate problems. As you track changes, you can warn about potential problems & develop solutions.
Fight, Flight Or Freeze
Stressed people's reactions are fight, flight or freeze. They might freeze if they don't know what to do. Their problems & stress will continue until you build confidence in solutions. Example: '(Problem) is serious, but (product) is effective for many. Installation takes a day & maintenance is easy.'
People might 'fight' & get suboptimal results without the right resources. Show you're an ally with necessary resources. Example: 'When __ strikes, you can solve it because we have (product).'
Choosing flight could mean hiring somebody to do tasks. You should inspire confidence with prescribed improvements. Example: 'Solving (problem) requires specialized products & knowledge. Learning the skills would delay results. We have what you need now, so we can start now! You don't have to struggle with (problem) longer than necessary.'
Your inside knowledge can help people in ways discounters can't. As an insider, you can guide people because you understand people's conditions & reactions. Example: 'Describe your situation, so we can recommend products.'
Establish your inside position by offering to help people use the best products. Example: 'In this climate, you need __ to make a lasting difference when you fix __. It's expensive to redo projects & sometimes you have one chance to get it right. We'll consult with you to determine how to use tools & materials.'
Ads should focus on consumers' frustrations & aspirations. Consumers might disregard ads that don't describe how products affect situations.
Show you know consumers' general situations with a preliminary diagnosis & prescription. Example: 'You should seal drafty windows because you're paying for lost heat. We'll match windows & frames with guaranteed sealants compatible with your weather conditions. Some sealants work for a few seasons, then effectiveness decreases. We've identified ways to help you avoid problems.'
Valuable Habits
Insiders know what value means to a niche, so they know how to add value to products & services.
People change habits if there's enough value in new habits, so make it valuable to habitually buy from you.
Some habitually go to discount stores to solve problems. Though some won't change habits, you can attract those who want real value by defining what value is & why it's important. Examples: Value is helping fulfill their responsibilities based on personal or social expectations. Value is also stress relief when issues are settled.
People often have little time & energy for thinking & learning. Offer information to help people find the value they want. You can do it with information levels from novice (product functions, maintenance & basic uses) to advanced, so people can focus on what they need.
Turn-Key Solutions
Turn-key solutions should be complete & high quality.
High maintenance, cheap products from discount stores aren't turn-key solutions without information.
Real turn-key offers are a step short of full service & include information & products people need to produce results. Some turn-key offers include preliminary service, so buyers can avoid a few steps.
Turn-key solutions should include full instructions because people need to know how to use materials & tools. Coaching would be a good bonus to avoid misunderstandings.
People prefer turn-key solutions to be like turning a key & driving because when cars work, people don't need to think about mechanical issues.
Differentiate Your Store
After discount store shopping without assistance, people still have to solve problems, then maintain results after projects are finished.
Valuable offers can include plans & checklists for confirming & maintaining solutions. Great customer service increases consumer value for differentiating your store & justifying profitable prices.
Describe how you diagnose & solve problems. Show your qualifications to consult with customers to choose full improvements compared to cheap stuff from discount stores.
Compare product quality & why it matters. Examples: Material thickness; Iron vs. brass
Good products break less & reduce injuries. Caution requires knowledge & safe products.
High quality solutions last longer & maintenance is easier.
High quality manufacturers might have better warranties.
Business Structure Makes A Difference.
Discount stores invest in systems for moving big amounts of cheap products instead of solving people's problems.
Solutions require useful knowledge. You should invest in knowledge about products & local conditions, so you can offer solutions. Example: 'Describe your conditions & we'll help with your plans. We invest in information & product quality to help you choose the best products for your improvement plans.'
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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