Discovering New Points of Differentiation

Copyright 2016 Dennis S. Vogel All rights reserved.
This blog post was transferred from another service.

I'm posting what other authors have written since I have family, financial & legal issues to handle since my father died & my mother is declining.

This is almost a guest post because the content was written by Ian MacMillan & Rita McGrath & published in the Harvard Business Review.

I won't post their whole article because I won't violate the copyright.

"Discovering New Points of Differentiation" by Ian MacMillan & Rita McGrath
From the Harvard Business Review July-August 1997 Issue -

This article is longer than some of my posts. There's a lot of vital advice in it.

You should seriously consider your commitment to sustained success if it seems like too much hassle to use the advice in this article or what I've written before.

Victory in many situations is achieved by doing what competitors can't/won't do.

If you only do what competitors do, you'll lose a contest or just have a stalemate at best.

If you only do what you've always done before, you'll lose progress.

Ian MacMillan & Rita McGrath have designed a 2-part approach to help companies identify points of differentiation & generate successful differentiation strategies.
The 1st part, "Mapping the Consumption Chain," captures the customer's total experience with a product/service.
The 2nd, "Analyzing Your Customer's Experience," covers directed brainstorming about each step in the consumption chain.
Even the most mundane product/service can be differentiated.

Businesses can differentiate at each point of contact with customers - A: when consumers realize a need for a product or service; until B: disposing of it.
Ian MacMillan & Rita McGrath call it the Consumption Chain.

Business owners should be aware of customers' whole experience with a product or service even if it was purchased from a competitor.

Optimal success is possible because product or service offers can be positioned in new, relevant ways than would otherwise be possible.

Some examples apply to manufacturers more than retailers. You should use these examples as a guide to choosing suppliers.

There Are Some Things You've Got To Do To Succeed

My motivational message to you is similar to this partial quote from Sylvester Stallone's movie "Rocky Balboa". You should read the whole quote, you can get to it with this link - http://www.imdb.com/title/tt0479143/quotes

"It's about how hard you can get hit & keep moving forward. How much you can take & keep moving forward. That's how winning is done!
"Now if you know what you're worth then go out & get what you're worth. But you gotta be willing to take the hits, & not pointing fingers saying you ain't where you wanna be because of him, or her, or anybody!"

My paraphrased version is - What counts most is what you do now & in the future.
You've gotten to where you are by doing what you did before, but that's all over now.
To win, you need to do what may feel uncomfortable.

When something works imperfectly, refine it & move on.
If you do what doesn't work, move on. Do something else.
Be willing to take the hits & setbacks. Don't blame others for what you fail to do.

Find somebody who knows how to apply these concepts in "Discovering New Points of Differentiation".

Pay him/her a percentage of the sales revenue generated from his/her implementation.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2016 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/

Treat People As They Can Be & They'll What???

Copyright 2016 Dennis S. Vogel All rights reserved.
This blog post was transferred from another service.

During the last few years, I've prioritized family issues & left other things undone. It increased when somebody returned to cause more conflict.

Benefit Of A Doubt

Up to a point, it's good to want to believe the best about imperfect people. In some cases, maybe they made a mistake &/or we misunderstood them.

We're still apt to be vulnerable if we figure they didn't mean to hurt us. Yet, manipulators use vulnerability against us. They hurt us more.

When we're burned after giving a benefit of a doubt, we might doubt ourselves. Self-doubt leaves us open to more problems.

If we perceive enemies as friends, enemies will hurt us even if we don't realize it or refuse to believe.

If we overreact by perceiving friends as enemies, enemies win again. Enemies don't want us to have friends & allies.

Undermined By An Enemy - - & Myself?!

Years ago, I set a goal of posting at least one blog message per month. I was doing it until 2 months ago. I didn't post anything in February & March 2016.

I'm not asking for sympathy. Many people have expressed condolences about my parents having died.

It's another case of I could have, should have, would have, but I just didn't have enough presence of mind.

I was using my time & energy on my parents' issues & accepted what I thought was help.

Let That Be A Lesson To Me & You

I've been learning some lessons the hard way. I want to help you avoid or mitigate similar troubles.

If you notice anything like what I've described below, you should correct your situation as quickly as you can.

It's easy to be in denial, but in denial, we make ourselves even more vulnerable to trouble.

I've thought of the least offensive way to describe the circumstances (below) while still conveying some value.

Everything I've revealed about this problem below is already known by others.

I've shared private information only in private.

Part of my problem was sharing too much private information because I trusted the wrong person.

Those, who know the details, already realize what happened.

Admit Mistakes & Learn Lessons

We won't learn vital lessons if we deny our mistakes.

Though it's apt to hurt our pride, we need to acknowledge we were fooled.

As Doctor Phil MacGraw Ph.D & others tell us, we can't change what we don't/won't acknowledge.

We can't solve problems by refusing to acknowledge them.

What I've written below is an example of admitting more than just "Ok, so I made a mistake".

After acknowledging details, I can focus on what I should've done to avoid or mitigate being vulnerable to a manipulator.

Not Perfect Or Innocent

This message doesn't reveal any private details. The only highly personal & embarrassing details are about mistakes I've made.

I'm not claiming to be perfect or an innocent victim.

Blaming a victim is unjustified because nobody should victimize anybody.

We can change ourselves & our actions but we can't change victimizers.

By studying what was done, we might learn to avoid some victimizers by being aware of how we became vulnerable.

We can be safer, though we may never be totally safe from all trouble makers.

Was I A Willing Victim?

I was making excuses for somebody, who recently returned after years of an unexplained bitter absence.

Why did she pick this time to return? Did she just want to grab some money & other things? Or did she want more?

She helped for a little while, though she lives 20 miles away.

She helped to reduce the clutter my parents accumulated. She hauled away only what she wanted.

She added more problems than she removed.

I wanted to believe she was being helpful this time, but I wasn't cautious enough, so I trusted too easily.

By making excuses for her, I was also making excuses for why I trusted her despite my inner wisdom.

When People Reveal Their True Natures, Don't Try To Prove Them Wrong

Did I really believe she changed? Or did I only want to believe this new 'loyalty'?

Relatives warned me about this trouble maker - including my brother, who lives more than 900 miles away!

My brother "saw" the problem, why didn't I "see" it?
Because I didn't want it to be true.

I knew what the situation was.

I noticed the indications but I wanted to believe things aren't always what they seem.

She didn't help with legal, financial, hospice or death issues, she just wants to criticize me without knowing enough details.

Instead of helping, she's causing more trouble.

People reveal things about themselves, even if they try to avoid it.

Sometimes, people recognize liars & start to doubt lies.

Eventually, people's doubt decreases a liar's "credibility" until it's gone.

We often can't afford to wait for people recognize liars because by then, distrust & confusion increase.

That effect decreases or eliminates our effectiveness. It interferes with our ability to be productive.

Treat People As They Can Be & They'll What???

In this next quote from "The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change", Stephen R. Covey expressed what's true about some people.

"Treat a man as he is & he will remain as he is. Treat a man as he can & should be & he will become as he can & should be.�

If somebody wants to hurt you, s/he will hurt you no matter how you treat her/him.

Anybody, who refuses to change, is immune to favorable treatment.

Without external incentives or internal reasons, people are unlikely to make positive changes.

Causing any kind of pain for another is a sadistic reward (incentive) for anybody who's crooked enough to enjoy hurting people.

Good & bad habits are established, eliminated or replaced by repeated actions or resisting current habits.

Lazy Critics Don't Improve Anything

I've often offered this "family" member the chance to be involved or take charge.

She has enough time & energy to criticize & complain to others, so how could she not have enough time & energy to do what's right?

To cause more conflict, she told my parents some exaggerations & total lies. They were dying (in hospice care) & she was causing them more stress & pain!

She tried to get them to distrust me though they didn't know whom else to trust. She refused to manage their affairs, so she didn't help them at all.

I had a hard time in diagnosing the problem because she wasn't trying to replace me. She just wanted to hurt us.

Sometimes we might notice a change, but have no idea what the change is or why it happened.

To protect ourselves & others involved, we need to get their help to find the problems & do our best to fix those problems.

Yet my parents couldn't help me or themselves enough. The trouble maker knew that was the case.
Destructive Criticism

I want constructive criticism (advice), but in this situation, there was only destructive criticism.

Supposedly, critics know how to do what's right, yet they refuse to do anything positive.

They spout destructive criticism because they have no intention to do anything worthwhile.

A few critics will push people to do the wrong things! If we'd do what these critics demand, we'd make things worse.

They'll claim we did things the wrong way or deny telling us what to do.

They often strike when we're distracted & exhausted.

It's hard to make decisions when we're exhausted & that's the worst time to make decisions, but we have responsibilities.

Responsibilities include making decisions.

Meddlers make our responsibilities even harder, though they won't admit it.

Why Are These Jerks Here? - What Are They Doing Now?

People can set us back, especially if we choose to not notice & stop them.

We might be disappointed or betrayed by doctors, lawyers or accountants.

We could be sabotaged by clients, employees, partners &/or other members of organizations.

We might contribute to their sabotage by trusting them &/or not disrupting their negative efforts.

We don't have to be paranoid, just observant. Pay attention to what people say about themselves & others.

Notice what people do. Statements & actions have contextual meanings whether somebody is joking, sarcastic or serious.

You might notice inconsistencies among their statements, actions & what they don't do.

Respect & loyalty should be earned. Courtesy should be automatic unless it'd obviously be wasted on somebody.

We should be perceptive enough to know what's affecting us but avoid being overly sensitive (easily hurt).

It may seem less troublesome to avoid confronting trouble makers. Trouble makers may want us to avoid confronting them.
Deal With Jerks & Still Do Our Best

We need to realistic about what we demand of ourselves & what we let people demand from us.

Even if we won't admit it, we might hurt ourselves by trying to do too much or what we're not ready to do.

People, who love us, might give us constructive criticism & advice. Even if we think they don't understand, we should realize they have perspectives we wouldn't have without their help.

People, who know us, will probably notice what we deny about ourselves & our other inconsistencies.

Authenticity reduces our inconsistencies. [Please read the "Authenticity Side Bar". The link is below the title & link of this message.]

Whatever your issues may be, other people might notice the issues (potential & actual problems).

People know things about us, even if we don't know or deny those things.

To learn about how people know things about us, you can do an Internet search for "Johari Window".

Copyright 2016 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/


Subject: Authenticity Side Bar
This side bar can help you, your staff & family. This insight can help you understand what bothers some people & why.

"Self Matters Creating Your Life From The Inside Out" by Phillip C. McGraw Ph.D. (aka Dr. Phil) Chapter 2.

Anybody, who isn't authentic, is very likely to be insecure. Insecurity can be like building without a foundation or faulty foundation.

A building like that can be moved or knocked over by a relatively weak force (wind or flood) that would have less effect on a sturdy building.

People, who are unauthentic, endure a lot of stress because they're insecure to some degree (consciously &/or subconsciously).

In effect, they're trying to be who & what they are not. Being a fake is being insecure.

People, who are unauthentic, may've been like that so long, it's familiar. It's familiar enough to feel natural.

Even a comfort zone can be stressful. Trying to maintain a false personality often requires more energy than being authentic.

Being inauthentic is a negative combination of suppressing the real personality/identity & propping up the false identity.

Insults & perceived rejection hurt them a lot because they don't have a solid self-esteem or sense of self.

Secure people don't use a substitute ego. This is how I define/describe a "substitute ego".

Some people, who have weak egos, use somebody or something outside of themselves.

Analogy: (It's corny, but has a good point.) A platypus (aka duckbill) could try socializing with ducks because it has bill & webbed feet plus lays eggs.

A platypus could try socializing with beavers because they're mammals with similar tails.

If a platypus could try to be a duck or beaver, it would be unauthentic & less apt to be accepted by ducks or beavers.

If somebody asked, "Hey platypus, what are you today? Maybe you're a turtle."

That insecure platypus would have a problem.

To feel better that insecure platypus might say, "You'll never swim in this water. It's best water in the world!"

Having a perceived connection to "best water in the world" would be the platypus's substitute ego. S/he would feel deeply insulted if anybody made a negative comment about that water.

A secure platypus would realize that jerk has a problem in an addition to being a problem.

Copyright 2016 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/

Hierarchy of Needs; Attention, Interest, Desire, Action Plus Related Criteria

Copyright 2016 Dennis S. Vogel All rights reserved.
This blog post was transferred from another service.

As much as you can, you should determine your business's role in helping people improve their lives.

You won't know every detail as I've listed below, yet you should have one or more composites (aggregated models). Based on those composites, you can determine how to best serve your clientele.

Founder of The Limited (clothing retail chains), Leslie Wexner used the public image of Cybil Shepard as a guide for determining needs & desires of women served by some of his stores. He didn't know much about Cybil Shepard, just what she was like in public.

For brevity, I didn't go deeply into any of factors. I just want to introduce these & possibly add more details in the future.

These factors are in a hierarchy.

Abraham Maslow's Hierarchy of Needs

Here are my interpretations of this Hierarchy of Needs related to marketing.

Fulfillment of each level above #1 requires a modicum of maintenance of the lower levels. It's hard to be fulfilled without optimum health & safety.

1. Biological & Physiological needs - People need to maintain a comfortable level of health or, if necessary, regain that level.

The most basic of these needs are breathing, drinking & eating.

2. Safety needs - People need protection from environmental & weather related hazards plus personal security based law & order, limits, stability, etc. The urges of fight or flight strongly apply at this level.

This is self-preservation, maintaining homeostasis & protecting what one considers to be important to herself/himself.

Note: Some are comfortable with risky behaviors &/or being self-destructive.

3. Belongingness & Love needs - These involve being cared about (somebody is personally concerned about me & I'm personally concerned about somebody) & many times being actively cared for by somebody. These are outer directed but also focused on how they affect somebody personally.

Light hearted example - I know there are people who are glad I'm alive - people in a life insurance company. That isn't an example of personal concern.

4. Esteem needs - These involve feeling valuable to oneself & to others at varying degrees. These are inner directed.

5. Self-Actualization needs - These urge people create & sustain value for others & oneself.


Personal Case Study

For brevity, I didn't go deeply into any of factors. I just want to introduce these & possibly add more details in the future.

These factors are in a hierarchy. How much emphasis to put into any of these depends on niche members' quality of life & responsiveness to marketing messages.

I'm violating some personal privacy to show how to apply this marketing wisdom.

Awareness - I know healing is more than dealing only with symptoms. After losing confidence in medical doctors, I reconsidered the validity of Chiropractic care. I studied it more & determined it's true - consistent nerve impulses are better for optimum health.

Priorities - I needed to improve my health, so I could improve my life & fulfill my responsibilities.

Value - I needed & wanted a better life, not just an existence.

Relevance - I know I needed to do more than just to address this problem. This problem has prevented progress in other aspects of my life. My problem was more than physical pain, I was declining.

Trust - Chiropractors are dedicated to the same goal; we agree about the importance of remedying & avoiding subluxations.

AIDA - When I heard about foot scans & inserts, I decided to get some.
Attention - I heard about foot trouble causing &/or aggravating other problems. It resonated (rang true). I recognized the validity.

Interest - After my parents went into an assisted living facility (& especially after they died), I was the only person willing & able to be in charge of their affairs. We couldn't afford to pay anybody to do what I did. I wasn't ready for the physical demands of dealing with their possessions. To inventory, sort & clean, I had more bending, squatting & reaching to do. My knees were getting far worse despite self administered adjustments.

Desire - I needed, wanted & deserved a better quality of life - vitality sums it up in one word. (This is a quick way to define the main issue.)

Action - By myself, the most I could do is maintain my current condition, but instead of maintaining, I was only decreasing my rate of decline.

Satisfaction - To a limited extent, I was improving with spinal self-adjustments, but I knew I'd need professional service soon. Yet, by doing what was necessary for my parents' estate, I was neglecting my personal needs. For full satisfaction, I needed Chiropractic care.

Another way to express the meaning of Abraham Maslow's Hierarchy of Needs:

Here are some stereotypical (slightly exaggerated) cat & dog traits. These are not necessarily true in every case.

Self-Actualization doesn't matter to animals, the other four levels are important. Cats are OK with self-actualization as long as it doesn't interfere with a person's cat centered duties.

As long as a human provides suitable food & water plus toys, physical affection & comfort (clean litter box) - including a warm lap, a cat will tolerate that person.

Dogs will risk death or injury to help people because belonging & love are important to them.

Cats realize the importance of risking death or injury, so they expect that from people.

Copyright 2016 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/

Fulfill Customers' Needs With A Purpose Brand

The basic concept for this article is purpose brands.

You can check a search engine for a summary of THE INNOVATOR’S SOLUTION By Clayton M. Christensen & Michael E. Raynor. The Innovator’s Solution has an explanation of a purpose brand.

People, products, services & businesses can have purpose brands.

When you establish a purpose brand, you can establish yourself as a specialist, who supports people in fulfilling goals.

Offer Ways To Control Conditions

Some products help people regain control after an accurate diagnosis. The level of control can depend on the quality of products & diagnostic knowledge.

Cheap products might bring a low level of control & value. Discounters have persuaded consumers to think cheap products are valuable.

Get people focused on product value by explaining what value is. Generally, product value is producing & maintaining consistent positive results.

Positive results can include controlling conditions. It's hard to consistently control conditions with low quality products.

Since customers can't control all factors, they need superior products & plans to control what they can.

Effective plans include instructions for getting full product benefits in specific conditions. It's why customers need your knowledge.

Your guidance adds more value by helping people understand & control their conditions.

Help people identify negative changes & choose products to maintain or regain control quickly enough to reduce damage. Coach people on maintaining control, which depends on mitigating or preventing problems.

Ask about people's conditions & their definition of control. Would they be satisfied with reducing problems or do they expect to eliminate problems?
What do people want to keep, eliminate or add? What do they need to maintain?
What kind of improvements do people want? What interferes with desired results?

Based on their answers & available resources, what can you recommend for better results?

Ask questions to help people describe problems.
Examples: Does it look/feel like __? Has it been like __? Is it better/worse when __?

When you & customers share an understanding, you can set goals, then choose products.

If people don't understand product benefits, they might hesitate especially if they were frustrated by a cheap quality version. They might not know about attractive new options.
As a specialist, get people past hesitation by explaining products, so people get full benefits.

Persuading People To Buy

Compare life with & without potential benefits. Show what's possible to help people decide why they should buy. Show how easily problems can be reduced or eliminated.

Ask questions to clarify customers' thoughts. What are they confident about? What are their doubts? What have they tried already?

People might not be confident enough to start projects if they have nebulous goals. Defining problems & solutions can reduce stress & build confidence.

People will be more confident when they're sure about what they need & how to get it.

People are frustrated when they don't know what to do or expect. You can show people what to do & expect by diagnosing problems & developing plans.

People, who can't afford big projects, might benefit from progressive incremental improvements. What's the minimum increment they need to prevent losses?

Help people plan for the incremental improvements they need most & can afford.

You can develop full or incremental procedures by combining products with instructions to solve or prevent problems.

Reduce problems with maintenance instructions.

Basic procedures are based on controlling effects of local conditions & refined from successful results. Specific procedures are based on customers' conditions & expectations.

Developing Purpose Brands

Your store's purpose is filling gaps & eliminating obstacles. People's purposes are goals. What are people trying to achieve?

Analogy: If a customer needs resources to reach a destination, what's missing? What can you add? What are the obstacles? What can you remove?

Your store's purpose brand can fit combined purpose brands of products you offer.
Example: If some products enable independent living, those products could fit a general purpose of helping people live comfortably.

A home comfort purpose is wide enough for different weekly promotions. Promotions could focus on issue categories involved in improving or maintaining comfort.

Home comfort includes indoor & outdoor conditions.

Indoor home comfort includes health, weatherproofing, furniture, storage, security, lighting, plumbing, privacy, entertainment & repairs.

Health includes in-home mobility, cleaning, exercise, heating, humidity & pest control.

In-home mobility is a concern for people using walkers, canes & wheel chairs, plus traditional bathtubs & stairs aren't safe.

Promotions Should Focus On A Purpose

Since your store's purpose is part of its brand & market position, state the purposes of your business & promotions in each ad.
Example: 'Shop at (store) to make your home safe & comfortable.' Promotion Purpose: 'Improve your health & be comfortable by reducing dirt, germs & allergens.'

Explain how products fulfill the promotion's purpose. Example: '(Product) traps allergens during routine dusting. Just seal used dusters & allergens in a trash bag.'

If your store helps people get full value from possessions, promotions would focus on making possessions fulfill their purposes.
Example: Cars should provide more than transportation. Safety & comfort also are important.

You can be an interpreter & problem solver. What do warning lights indicate? Some lights connect to multiple parts.

Help people clear up doubt & reduce stress by replacing basic parts & topping off fluids.

You can refer customers to technicians for technical problems.

You can offer: 'We'll help you find reasons if you get less than you expect from (product). We'll help you with precautions & recommend repairs.'
Offer Example: 'We'll help to get your money's worth from your __. We'll restore its full function with adjustments or repairs, so you'll __ again.'

If your store helps people do tasks, you can offer: 'Get better results in less time when you __. Don't put off (task) because old ways didn't work well or took too long. With new technology, there are new ways.'
Offer Example: 'Will (task) bring the right results? Explain what's wrong, so we can recommend the right tools, materials & actions.'

Purpose Brands Can Strengthen Businesses

Competitors could upstage hardware stores with more attractive hardware offers.

Purpose brands focus on benefits, not product or retail categories.

Home comfort purpose brands offer more than regular hardware stores by combining products for maximum benefits.
Example: If you serve people, who have limited mobility, study their needs for special shoes, clothing, furniture, exercise equipment, etc.

Your purpose can be helping people prepare for & adapt to changing conditions.

Study & fulfill local needs by adjusting product & service combinations based on the effects of changing conditions.
Discuss with customers what's practical & affordable for their current needs, then recommend products.

You can develop plans to solve customers' needs in stages.

Create options based on current needs & recommend future purchases to increase benefits of what customers bought before.
Example: Help improve customers' homes for current & future needs. Though customers might need walkers soon, they need new linoleum now. When customers need walkers later, their floors will be safe. Next, they might need a walk-in bathtub.

You can supply updated solutions as needs change. If customers want solutions now for predicted needs, explain advantages of step-by-step adjustments as needs become definite.

If needs are predictable & if customers will need upgraded products, schedule improvements just before their needs arise.

Instead of going for quick sales, show your integrity by helping customers compare the urgency of needs & potential benefits of future upgrades. Help customers avoid spending money now because better technology might be available when their needs arise.

How Is Your Purpose Brand Superior?

Explain how you use knowledge of your local area & products to help people: 1- avoid or solve problems; & 2- create or extend benefits.

If competitors only offer products, you should offer more value with solutions. Solutions are specific ways to use products to end or mitigate problems.

Explain why diagnosing problems produces better value than guessing. If people think problems are minor, they might buy cheap products.

Help people recognize trouble, so they don't misdiagnose problems as minor. Pictures & videos can show how problems become worse.

Invite people to discuss problems. These discussions are for your education & credibility, so you can find causes then eliminate & prevent problems.

Help customers diagnose problems, so they buy the right products based on a purpose without expecting too much or little. If customers expect too much or little, they might choose the wrong product or misuse the right product.

Purpose Brands Are Specific About Benefits

Purpose brands can establish high quality market positions, competitors might fail to match.
Example: Cars are made for various conditions, but you can specialize in maintaining cars for local conditions. Winter weather is hard on cars & roads.

As pavement buckles, drivers need mechanics to check for wear & tear, cracks, rust & loose connections. Maintenance services should be promoted as thorough & specific for driving conditions, locations, seasons, etc.

Some maintenance is only oil changes & greasing. Define your maintenance offer & why it's important.

Specify features & benefits of your offers. Example: 'Maintaining reliability often requires minor repairs to prevent major problems. We check for safety problems & nuisances, so your vehicle will be dependable. We'll discuss what you need to keep your vehicle going.'

This is more reassuring than "routine maintenance". Reassurance is a major benefit.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2019 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/

Fulfill Consumers' Terms & Quality Requirements

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
.
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.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/

What's Your Equivalent of Intel Inside?

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.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/

Superior Customer Service Improves Customers' Lives

Typical product name & price ads don't help consumers choose based on needed results.

Advertising should emphasize how products & services are used to improve conditions. Emphasize how specialized knowledge & product quality can lead to lasting high quality results.

Advertise ways of producing value by combining knowledge, products &/or services, example: Small animal cages can be used to protect plants from animals (i.e., cages can keep animals out). Caged plants can be moved to manage exposure to sunlight & rain.

You can create more value for customers when you're more knowledgeable & innovative than competitors.

Superior customer service is based mostly on developing ways to improve customers' lives. You can create value by innovatively combining knowledge & products to create results.

As you consider people's conditions, think of ways to improve results. Expand safe ways to use & possibly combine products. Example: People rake leaves onto tarps, then haul leaves to collection points. Tent stakes can hold tarps while leaves fall from trees.

Show you want to do more than just sell products & services by using innovation to improve lives.

Help people focus on a full range of benefits, example: Hearing aids help people communicate & connect with loved ones. People can hear sounds they've missed for years. People enrich their lives when they hear lessons & entertainment. People can use audio-based safety devices, plus hear alarms & sirens.

Use Benefits To Offset Complaints

What are people's main objections about products?

Is product quality high enough for people's needs? Do products have the main benefits people need without excessive features? Do manufacturers make cheap products to fit discount prices?

Do you suggest product choices based on customers' conditions? Do you help with problems after customers buy products?

Here's a good product & service example:
A cell phone company advertises in senior citizen magazines. It overcomes service objections: "No Contracts" & "No Cancellation Fees". It offers "the simplest smartphone". A picture shows the large screen & easy-to-read menu. It has a longer-lasting battery & clear sound. When users don't feel safe, they can press a button to request help.

Its limited features & services appeal to people who want simplicity. This simplicity makes the phone & service affordable.

Representatives help customers pick or switch service plans. Technical support is free. Phones are available from retailers, so people can try models.

Clear Up Confusion

Helping people solve problems includes helping them decide. When people are unfamiliar with problems & solutions, they might be undecided because they're missing facts.

Here's how to clear up confusion & help people choose what they need: As you serve customers, document their conditions & questions with your answers. Your notes can help several people in similar conditions because they might have the same concerns.

When people describe their conditions, you can clarify their concerns. When people hesitate or object, you can check your notes & ask, "Are you wondering about __?" When you help people define concerns, you'll assure them you have answers.

You could use testimonials to help people decide which solutions to buy.

Consult with people about complicated products, so they're confident enough to do projects. Example: 'When You Have __ Problems, Technology Offers Solutions & Causes Confusion. We'll help you clear up confusion & choose solutions. Describe your conditions & we'll recommend improvements. You don't have to be an expert because we'll explain how to use products. If your conditions change, we'll help you adjust with step-by-step plans.'

Improve Lives With More Value

Though national retailers advertise based on general conditions, you can offer more meaningful local results. Diagnostic expertise can satisfy people who are frustrated by incomplete enhancements from big retailers.

You can use diagnostic questions to improve lives. Explain symptoms, causes & effects, so people can avoid or recover from problems.

In your advertising, explain the value of prevention, example: 'In Spring, look for __. If you don't eliminate it, it can become __. Prevention is easier & less expensive. We have __ in stock, so you can quickly __. We'll include a guide for diagnosing, preventing & correcting problems.'

Your guide can help consumers, who don't have deep expertise, avoid inferior results. Example: They might need mildew-resistant paint.

Your guide establishes you as an authority & is an incentive to choose your store.

Hope Is A Valuable Benefit

Though people probably won't say it, relief includes hope. Your solutions can increase hope & inspire more confidence in you.

Ask how people define relief, so you can determine how to help. If your recommendations don't fit customers' paradigms, ask questions to reach a mutual understanding about resolving their needs.

Relief can mean preventing & correcting problems. Relief also could mean more pleasure & less boredom.

Though general life dissatisfaction may seem minor, low morale is bad for health.

Increasing life satisfaction is a valuable service. People are more satisfied when they finish projects, complete collections & learn skills.

Check your inventory, services & knowledge base for ways to fill people's gaps. Gaps can mean people need skills, tools &/or materials.

People can be effective, efficient & less stressed when you help with plans.

You can help people learn better techniques with various tutorials. People might have some necessary skills, but not a full skill set. Example - Carpenters should know how to choose & use materials, fasteners & tools to get specific results.

When people rely on you, your store is mentally linked with optimistic feelings.

You offer hope about improving lives when you offer reliable ways to prevent & correct problems.

Since products don't improve lives without knowledge, your expertise can inspire more hope & confidence than discount stores do. You can offer tangible & intangible benefits of gaining control & decreasing stress. Gaining control increases hope & confidence.

You can offer: 'Decrease your stress as you prevent/solve __.' '(Business name) has products & information you need to control __.'
Explain what's possible, so people understand & can choose options. 'With __, you can __. When you're finished, you can expect __.'

Make decisions & tasks less complex by explaining causes & step-by-step plans to solve problems.

Small Adjustments Can Improve Lives

If you don't stock popular brands, show how substitutes can be adjusted or used directly to fulfill people's desires.

You can consult with customers to find or create what they want. Example: 'You need (result), so you need to know how to __. With your budget, I recommend (materials & tools).'

There's a variety of whole products, parts, materials & tools to customize.

I'm using plants as an example & analogy. You can apply this to other categories by considering what produces benefits people want.

Allergic people might like the visual stimulation or fragrances of flowers. People can get benefits of flowers from various plants, fragrances & artificial flower arrangements.

If you offer lessons on growing plants & arranging artificial flowers, people can create what they want.

During classes, people can socialize & collaborate in creating value. You can benefit from collaborations & adjust your inventory based on students' input.

You'll improve lives whether you customize products or teach people to do it. You can teach people how to make things fit their medical needs.

You can help people enjoy the creativity & practical benefits of hobbies. People might enjoy their creations more than mass produced products.

Creative people will prefer your store when you offer customizable products, materials, tools & lessons.

Emphasize how you'll make things easier by helping people create benefits. You can offer: 'Improve Your Life By Being Kind to Yourself! If you're missing __, we'll help you create it.'

Retailers often sell products without offering help. To differentiate your store, promote your ability to help people improve their lives. Examples:
'In (specific local condition), the best result is __. Here's how to achieve it: (methods summary). You need (products) & a plan to __.'
'In (personal/local condition), your options are __. We'll help you choose & use products for your best result.'
'Your life should be __. We'll help you find what you need & adapt it for the life you want.'
'You need more than products, you need results. You can improve your life with the knowledge, products & services we offer.'
'Your life can be __ when you have the right __. We have the knowledge & materials to help you develop __ based on your concerns.'

Differentiate your business by offering the extra value of preventing subsequent problems, example: Roof gutters & downspouts direct water away from basements until leaves & seeds get stuck. Sprouting seeds make problems worse.

If manufacturers thought about what could go wrong, they could've sold covered gutters years earlier.

If you notice flaws or predict problems, you can prevent frustrations & increase your profits. Carpenters & metal workers can help you fabricate solutions.

Compare products & services to local conditions & think about what's missing. Can you add or eliminate something to improve results? Tell suppliers about local conditions & ask for improvements.

Consumers need manufacturers & retailers to deal with quality details. Help consumers understand how details & features are beneficial, example: 'You won't have to pay anybody to clear these gutters because covers keep leaves & seeds out, so water flows.'

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2018 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/