Promote products in contexts of experiences. Example: Bicycle seats can be designed for people who have back injuries.
If you promote a back support seat for a price, people won’t instantly think about experiencing enjoyable rides without back pain & good health from exercising. Your ads should get people immediately focused on benefits.
Jobs-to-be-done are purposes, experiences &/or tasks that create benefits. Jobs-to-be-done (exercises) can be combined with benefits (enjoyable rides).
Customer Intimate retailers know products are special for specific people because of important benefits. By learning about people & products, you can find products to fit experiences.
Urge people to invest in satisfying experiences when they trade up. Trading up to buy better tools can bring better results without injuries.
Experiences are apt to come from combining products & activity insights. Activity insights explain using products to increase benefits, work around limitations & reduce risks. Example: Ways to use tools without suffering repetitive motion injuries.
Customer satisfaction requires focusing on their details. Dedication to details shows people are important to you.
Some important details are: Do customers want new or repeated experiences? If they want repeated experiences, do they hope to improve results?
Experiences can be as satisfying as the best parts or as unpleasant as the worst parts. Compare customers’ previous experiences & expectations to decrease disappointments & increase satisfaction.
Disappointments are gaps between experiences & expectations. Some gaps can be from misunderstandings or quality problems. Which products & insights could you add to eliminate gaps?
Did customers misunderstand product specifications? Would better products realistically fulfill expectations?
As you help customers review projects, were they disappointed with product instructions or project plans? You might clarify things or adjust results.
As you do this with customers, you’ll gain insights for attracting your niche by improving your offers.
Help Customers Shape Experiences by Shaping Conditions.
Describe how you increase benefits & help people avoid problems.
Example: Using a boat & trailer should include easy transporting, launching & cleaning (removing invasive species).
In which conditions will people use a boat? What’s apt to stick to it?
Focus on making the hardest tasks easier with products &/or technique adjustments. Should people use specialized products for removing specific objects or general cleaning materials?
Customer Intimate retailers should accommodate people’s physical limitations with adapted products & instructions.
Product leaders might brag about the latest technology but neglect personal issues. You should show how products improve customers' lives by addressing personal issues.
Ask customers to express goals & related frustrations, so you can help with plans, materials & tools.
Example: ‘Many things can interfere with your home improvement goals. When you notice problems, bring questions & pictures, so we can keep your projects on track. Whether you need new or established products, we can make technology work for you, so products & methods aren’t confusing.’
Consulting with customers will put you on the front lines of making products fully effective & efficient. As you solve problems, you'll learn about customers’ issues & fine-tune your retail specialty.
When basic competitive offers are similar, you can improve offers by asking about consumers’ details. With details about conditions & people's techniques, you can increase benefits &/or decrease problems by adjusting what people do.
Example: If you & competitors sell similar plants, satisfy customers with better insights about using plant subspecies or planting at different times in different places.
Believable, Meaningful Promises
People are often disappointed by big claims, so sometimes they only believe small improvements. Improvements just have to be significant enough to solve &/or prevent problems.
You’ll learn what customers need & believe by tracking responses to ads & communicating in your store.
Combine benefit promises & explanations about how experiences are improved.
Example: ‘(Product) lets you adjust humidity & heat to achieve your desired comfort. (Product) adds the moisturizing warmth you need on dry, cold winter days. Instead of paying more for a separate heater & humidifier, invest in (product). This one unit requires less space & electricity. You can put it where you need quick, concentrated comfort. Now you don’t have to wait while other products spread humidity & heat in each room.’
Since preferences vary, each improvement can add to your superior options & people can choose the best experiences.
Example: Determine from start to finish what makes boating safe & pleasant. What can you offer to make steps safer or more pleasant? How can you make necessary routines easier & improve results?
You can guide people to choose experiences with product & project checklists plus suggested safety & pleasure criteria. These criteria would include descriptions of important benefits.
Potential Offer: 'When you use these checklists to ensure your safety, it’ll be easier to focus on pleasure. It’ll be easier to plan your pleasure because these experience planners will guide you in choosing & using products.'
Ask about people’s possessions, plus current & desired results, so you can coordinate what they have with new products to avoid gaps.
Check if new technology is backward compatible, so people don’t rely on unsuccessful combinations.
Explain causes & how to avoid negative effects. ‘If you don’t have (product), (problem) can happen because __. Tell us what you expect; we’ll explain how to make it happen.’
Suggest criteria for determining if they already have full benefits or should upgrade. Compare benefits of new & previous versions. ‘If you expect (benefit), it’s time to upgrade.’
They might want to upgrade because they don’t have a complete benefit.
You can have methods to design complete benefits by comparing & contrasting product specifications with current & desired conditions. ‘I understand your current conditions are __ & your desired conditions should be __. Product A can fulfill your main expectation. Product B can fulfill your secondary expectations. Let’s consider __.’
People reject some products because they lack time to learn how to use products &/or for setting up projects. What would streamline project set up?
If product instructions cover multiple conditions, you can help people focus on what fits their needs.
People buy multi-purpose products to save money & conserve space. Some multi-purpose products produce lower quality results than specialized products. Help people choose products by comparing needed results & product quality.
Be sure to offer benefits that justify people's personal & financial costs.
Example: Better quality products can produce faster, longer lasting results, so people can reduce some personal & financial costs by not needing to repeat some tasks.
Help people plan, so they can recognize if they’re prepared for conditions. If necessary, you can offer other resources or refer people to other businesses.
Improve Services with Processes
Customer Intimacy can be a matter of using details to create experiences.
Processes make it easier to produce predictable experiences. Processes can be verbal. Ask questions, present ideas & ask for feedback.
After you present products & ideas for customers' needs & desires, ask for details about how well their gaps would be filled. Specific answers can bring chances to explore opportunities.
Here are potential issues:
What interferes with achieving & maintaining positive conditions?
Ask about what people enjoy & present potential options to help them determine what would be comfortable.
Are people confused about conditions &/or potential changes?
People tend to feel more confident about controlling what’s familiar, so they may want similar experiences even if significant changes might bring benefits.
Explore people’s tolerance for risk. Some might feel a situation is risky, but it might feel tame to others.
You can offer different options, so people will be ready for contingencies. People can choose other options if changes don’t match their main plan & resources (including skills).
Here are question examples for starting a verbal process about social experiences.
Group Events: If customers like parties, which factors added enjoyment before? Do customers want more of these factors or do they want a different experience? How much help do they want with planning?
With the answers, you can recommend a product mix to enhance activities & suggest how to make activities fit event expectations.
Events for a few people: Factors/resources: Sunshine & a lawn can be combined with food & games to make a picnic. Would customers enjoy preparing food together? Do they want warm or cold food? Do they like physical activities or board games?
Each answer adds small details but also brings you closer to special experiences.
Here are examples for a verbal process about building projects.
Is the enjoyment based mostly in simple products or skillfully using complex products?
Does this desired experience require adapting current products or using new product versions?
How much time do they have to learn about products?
When people improve their experiences, they can enjoy their memories of experiences. Memories can be valuable because memories last longer than most experiences can. Ongoing experiences can be enhanced which enhances memories.
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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