It seems strange how some businesses thrive despite unfriendly policies.
Computer-based businesses have flawed products & push people to accept Terms Of Service.
Big box stores compete by cutting quality & ignoring customers.
When prices are low, some consumers submit to discount stores' terms of self-service & cheap products.
Since unfriendly businesses succeed, can friendly businesses thrive by fulfilling consumers' terms & quality requirements?
What Are Consumers' Terms?
Consumers' general terms are needs, opinions & preferences, plus how, when & how often people fulfill needs & desires.
What can people afford? If they can't afford a solution now, what can they do instead? Example: If they can't afford window replacements, what would patch & prevent leaks?
Terms can include warranties because people want to preserve results.
Terms can be based on life stages. What do people want/need now? What do they want to achieve by a certain date?
Fulfilling Consumers' Terms
Business practices & inventory choices should be based on customers' terms.
When deciding which products & services to offer, consider these issues:
What are customers' long- & short-term goals? What could prevent people from starting or finishing projects?
How do people prevent or overcome negative conditions? How do people enhance positive conditions?
Which results do people want to maintain? What could interfere with maintaining results?
With your knowledge of customers' needs, local conditions & products, help people define their personal terms. It'll help your business become part of customers' lives.
People's terms could include getting maximum value from high quality products. Explain how discount stores focus on setting low prices instead of product quality & effectiveness.
You can differentiate your business by helping people choose & use products for specific needs.
When people buy inadequate products, they become discouraged. If they stop trying, they stop buying.
Encourage people to conquer problems based on their personal terms. Example: 'You have a right to expect better products & services. We choose products based on our knowledge of local conditions, so we can help you get the right results. Explain your goals & we'll help you with the high quality products & knowledge you need to prevent & solve problems better than before.'
When there aren't better offers, people buy from discount stores, even if they don't like discount stores.
By explaining why better quality matters, you can attract people, who don't like discount stores. Explain how better quality improves lives.
Example: 'Instead of preventing or solving problems, cheap products might let you down when you can least afford it. We'll help you find dependable solutions & improvements, then show you how to get long-term results.'
Encourage people not to settle for less than they require.
Example: 'When you need solutions, avoid discount store cheap products that cause more problems. We'll listen to your descriptions & help you with real improvements.'
Reset Consumers' Quality Requirements
Give reasons to invest in top quality products, services & advice to control conditions.
Example: 'Top quality products bring lasting effectiveness & control, so you can avoid expensive repairs. We'll help you determine what caused problems & plan what to do. We have updated knowledge & technology to help you get lasting results from reliable products. We'll match products with your goals & help you produce lasting benefits you expect.'
Superior service helps people save time & avoid mistakes, plus it's more than most big box stores offer.
You can offer: 'Improve your life an issue at a time. We'll help you with plans & products to solve & prevent problems. Compare that with discount store offers. We'll help you get better results in less time, so you'll have less stress.'
Similar Conditions, Different Experiences & Reactions
Though people's conditions may seem the same, people experience things differently.
Example: Insects affect people differently. Some don't like any insects. Other people want beneficial insects. Bugs might be OK outside, but not in houses. Many people are concerned about safety, so they only kill biting & invasive bugs. Some people carelessly buy & spread insecticides. Some people prepare when they expect damaging insects.
Help people live on their terms by helping them with plans to avoid problems.
Planning requires knowledge. You should be prepared with product specifications, so you can help customers plan.
Stores can thrive by accommodating people's terms - especially high priority terms.
When you order inventory & plan promotions, you should know when people's terms are rigid or flexible.
People want rigid terms fulfilled in specific ways &/or times. Terms can be flexible if people aren't strict about methods or times.
Discount stores might not fulfill people's rigid terms because of generic product categories & insufficient customer service.
Tell suppliers about customers' terms. Suppliers should know what to suggest or they can develop products.
You can make better offers by expanding your information sources about customers' problems & suppliers' solutions.
Example: 'Let's review what you need to make your home ready for winter. We offer the newest insulation & sealants. We can show you how to make necessary repairs. These repairs also will make insulation & sealants fully effective.'
You can help people adjust how they fulfill rigid terms as conditions change.
Example: 'When you choose from this product line, you'll find the protection levels you need through each season.'
Offer Ways To Control Conditions.
You can help people plan full or incremental improvements based on their finances &/or technology.
Compare customers' needs with suppliers' offers. Determine which products could be used to prevent, reduce or eliminate problems & increase what's positive.
Can current technology fully solve customers' problems? Are future technological upgrades likely?
As technology is upgraded, you can help people determine which version to choose. Can they afford the new version? Is the new version better for them?
Discuss whether upgrades might bring full or partial improvements, then compare costs & benefits
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People might focus on what's possible & important now without considering future needs. You can show your concern by focusing on current & future improvements.
Do/will people need different materials? If they change materials, do/will they need different tools & techniques? Will maintenance requirements change?
What do/will they need to learn about using products? As people change their conditions, what kind of side effects should be expected?
You can guide people's expectations according to current reality & to prepare for future advances.
Good Conditions Require Good Quality
Cheap discount store products might not last into the future. When you compare product quality, include the quality of future results.
Example: 'Good products have good warranties. With a __ year warranty, (product) will work for years after cheap discount store products have worn out or broken.'
Help people understand options.
Examples: 'With (option 1) you can __ compared to (option 2), which will help you with __.'
'Based on your needs & goals, (product 1) can help you ___. (Product 2) is a better investment since you want __.'
You can increase people's returns on investments with product lessons focused on their goals.
You can offer: 'Tell us when your needs change & we'll show you how to use (product) for more benefits.'
This kind of offer can help you adjust your business based on customers' lives.
Guidance Or Instruction
General task tutorials are available but aren't as helpful as lessons you can provide for using specific products for specific goals.
Solutions might be incomplete since people can't get direct guidance through video tutorials. Those instructors can't review results or adjust lessons for local conditions.
Instructions can show next steps. In-person guidance shows when to make next steps.
It's important to balance your need for competitive advantages with potential problems if people misinterpret your advice. You can specify how customers are responsible for results of applying your advice. You can get liability advice from a lawyer.
If you aren't comfortable with being an advisor, refer customers to hobby groups, instructors or related businesses.
When related businesses add products & knowledge, your collaboration can maximize benefits for customers.
Monitoring & Maintenance
Value should include forming realistic expectations, so people know the limits of benefits they're buying.
Big retailers' service seems to end when customers pay for products. You should show you don't abandon customers.
You can offer: 'We'll consult with you to be sure you get the right results.'
Based on customers' goals, should they buy a bigger quantity or higher quality?
You should advise customers about maintenance if results could be wasted without maintenance.
Knowing what to expect is important for planning & planning is important for achieving specific results.
Your offers can be powerful when you assure customers.
Example: 'We offer products & advice based on personal needs. Explain your expectations & we'll help you maximize results & reduce uncertainties by adjusting plans as conditions change. We'll work with you to reduce risks & stress with the right plans, tools & materials.'
People need help monitoring changing conditions & maintaining results. Use advertising to alert people about effects of different conditions.
Example: 'Because of the dry weather, you should __. We have the equipment & instructions you need.'
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2019 Dennis S. Vogel All rights reserved.
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