Customer intimacy makes your store a valuable product & information source that improves lives.
You should offer happiness elements based on customers’ definitions & ways of pursuing happiness. Do customers explore new experiences regularly or occasionally to end monotony? Do customers try avoiding problems by repeating experiences to maintain safe, predictable happiness levels?
Problems can cause losses & interfere with pursuits of happiness, so avoiding losses is a high priority. Help customers comfortably balance exploration & familiarity.
Nebulous happiness is hard to achieve. After helping people identify what makes experiences enjoyable, offer necessary products & plan the steps. When people know how to consistently plan experiences, they can avoid mistakes.
People don’t want to lose what they’ve gained & problems make people vulnerable to losses.
Do customers use familiar, but possibly suboptimal ways to mitigate lingering or intermittent problems? Well-known methods & products seem easier & better than what’s unknown. Explain better options to make them familiar.
Expand your knowledge because better explanations can make offers successful. Learn about new conditions & problems, so you can find causes & recommend products.
Stand out from competitors by offering each element of new solutions & experiences including instructions for adjusting for conditions.
Successful offers often depend on these insights: People prefer what’s comfortable & familiar. People are more apt to buy what they want than what they need. People often emphasize avoiding problems more than gaining benefits.
Influence choices by explaining key details to increase desire & familiarity. Offers can seem too good to be true until you explain how products avoid problems & produce benefits.
Offer kits with product explanations & step-by-step instructions, so results & experiences will seem realistic & familiar. Descriptions can virtually build familiarity by helping people audition experiences in their imaginations.
Do you offer enhancements for familiar experiences? Describe enhancements based on added value & reduced frustration. Example: ‘Use Grill Monitor, so you won’t increase the cooking time by repeatedly opening your grill to check temperatures. Plus, you can spend more time with guests. Grill Monitor works by __.’
Offers are more powerful when you improve conditions by decreasing negatives & increasing positives.
Offer stress relief, plus things people can enjoy after problems are solved. Identify problems & distractions you can reduce & which benefits bring happiness. Make things as clear as possible.
Offer to increase specific benefits by reducing specific problems. Example: ‘Tough Shine resists rust, so your car lasts longer & looks good for your pride of ownership & higher trade-in value.’
When multiple step projects are necessary to reduce problems & produce benefits, plan tasks with instructions for specific product combinations in customers' conditions. Explain how different products would change results.
Boost Confidence To Make Offers Attractive.
Reduce people’s frustrations & stimulate confidence with each offer, so they return.
Help people increase skills, boost confidence & self-satisfaction by achieving goals. As people work with high quality products & methods, they’ll become confident in end results. It can increase their confidence in your ability to guide them in future projects.
People accept offers based on confidence in themselves, businesses, products &/or services.
How do customers describe their concerns? Example: What do long-term quality & dependability mean? Do people expect fully solved problems without frequent maintenance, so they can focus on other things?
Happiness can be affected by people’s confidence in their abilities to create & maintain results. People can be more comfortable if somebody explains how product quality matches their conditions & if results will last as long as they need.
Planning boosts confidence when people know what to expect. Confidence also is easier when people know how perceived risks are controlled.
Perceived risks generally decrease happiness. By applying information, you can help people adjust perceptions.
Often people will perceive risks until there are positive actions. That only works when people are confident about methods, products & results. They need know how to solve problems with product & method combinations even as conditions degenerate.
Limited Risks
When customers consider product quality, do they think about inadequate results or total losses? Risk reduction is easier when people know how products fit into causes & effects. Explain why products affect results.
Show how combining resources can produce strengths to avoid specific weaknesses.
When problems happen, guide customers in checking results, determining what to salvage & making new plans for new conditions.
Plans can ease people's concerns with step-by-step instructions of when & how to start projects.
Even when potential risks can’t be eliminated, people want to limit losses at threshold levels.
To eliminate as many risks as possible, advise customers about all necessary resources.
When you help customers compare offers, ask about their current & needed resources to determine if they're ready. Which products, services &/or information would complete their projects?
In dealing with current or potential damage, people should compare repair & prevention options, plus consider risks of waiting. ‘How long can they wait?’ might mean ‘Will conditions decline until problems are solved?’
Without guidance, people might misjudge problems & use inadequate products from discount stores. People feel good about saving money, especially when they feel they’re risking less money. They might save money for a short time until discount store products fail.
People need to know how to compare risks & choose less risky options.
Consult with people on evaluating conditions & combining specific products & information to produce & maintain customized benefits.
Help customers get full value from high quality products by identifying what will fulfill their desires.
Define long-term results & plan methods to maximize key product attributes. It should encourage people to invest in high quality instead of settling for what’s barely satisfactory. Example: Walk-in bathtubs with fast drains are good if pipes are watertight & unclogged. Explain what contributes to corroded & clogged pipes, plus how to avoid problems with proper care.
Avoid Disappointments
When people avoid disappointments by not trying, they deny themselves chances to grow. They compare what they want to what they have & the gaps seem too big.
People don’t always think of incremental growth. If they can’t afford to close big gaps, determine if step-by-step solutions & preventions are practical.
To manage jobs-to-be-done, people need to know what could limit project & experience quality.
Encourage people to buy from you to get advice about methods that fit product specifications. Help people set realistic goals for result quality.
As people describe desired results, consider if those results are compatible with people’s lives. People don’t always know how things are linked.
Example: If customers want flower gardens, do they want to replant each year or maintain the same plants? How will they deal with insects & wild animals? Do they have outdoor pets?
When people have jobs-to-be-done, they might not have clear goals or firm results. They might take steps from tentative starting points & get stuck. Help them define criteria & quality standards, so you can recommend products.
Since conditions restrict possible results, ask if customers are comfortable with those restrictions & possible results. Based on that, you can help them continue.
If they need long processes, milestones should be recognizable to know if they’re on track. To get back on track, they might different methods &/or products.
People might trade down to buy commodities for less important factors that have minor effects on total quality.
Help customers determine if short-term minor effects might have bad long-term effects.
Even if people want challenging projects, they need to match product strengths & limitations with local conditions. To achieve & maintain desired quality, people need to know when to trade up for key products & which commodities could be adequate.
Irresistible Offers
Consumers might resist what you think are irresistible offers because they don't understand some things. When you’re a subject authority, you might not know what confuses novices.
Make notes about what seems to confuse people, so you can offer essential guidance in the present & future. Check advice web sites for people’s questions.
Don’t try to compete directly with big retailers because they succeed with different value propositions. Base your value propositions on your methods of helping people maintain or improve their conditions.
Explain how your offers help to maintain or gain results & avoid problems. Sometimes people want to maintain results plus reduce vulnerabilities.
Those issues may be clear to you, so people need you to clarify & simplify their needs.
When people don’t understand, issues feel complex & risky, so hesitation feels more comfortable than potential mistakes.
Use your knowledge to explain your recommendations, so people feel comfortable. Show you care about people, you know about their conditions & have product knowledge, so they’ll feel more comfortable.
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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