People Often Need Leaders to Create & Maintain Benefits.

In previous posts, I emphasized using your ability to optimize benefits as inspiration for people to accept your leadership. Your leadership should include guidance & influencing perceptions, not just stocking shelves.

Show how people create more advantages by integrating your store into their lives. Interactions & transactions often seem to be more beneficial for leaders & business owners than followers & consumers.

Since customers compare competitive offers, use ads & consultations to describe how you help people create specific optimal value. Help people recognize value, so they can justify purchases. It’s harder for people to justify purchasing if they benefit too little & retailers seem to benefit too much.

Analogy: Think of consumers’ conditions as balance scales. Disadvantages, problems & risks are heavy enough to outweigh consumers’ current resources & efforts. Imagine you’re on a third arm & your profits tip the balance closer to your advantage.

Though your profits come from helping consumers, it can seem like the balance tips more in your favor without enough value for consumers. Your profits might seem to reduce consumers’ resources without proportionately reducing heavy problems.

To justify costs of your leadership, help consumers perceive value of reducing or eliminating negative conditions. Explain value to customers so they perceive how you tip that 3-arm scale for them & reduce the load of problems.

Example: ‘When you use (products) & this plan to (create result), you’ll benefit because __. Will (result) fulfill your goal, or should we explore something else?’

Define Full Prevention & Solutions

Checklists show what’s needed & guide planning by helping customers perceive total problems.

Describe effects of kits compared to untreated or insufficiently treated damage.

Example: ‘Damage you’ve described will cost $XYZ to repair. If you delay full repairs, the damage will become worse & more expensive to fix because __. Though other stores offer some products, let’s work together on achieving your goal by coordinating a plan with the right products.’

People recognize leaders as having access to resources including knowledge needed to plan methods for using resources. You produce value by determining the best plan, methods & resources to achieve goals.

Since people have different perceptive abilities, customers might misinterpret how conditions change. Explain how to find answers for your questions, so you can deduce what’s wrong & plan to make it right.

Consultation Example: ‘We’ll review your answers & checklist results to determine your ability to achieve your goal & your comfort with a plan. We'll create your kit as you agree to the feasibility of each part & step. Here’s the information checklist we’ll use to choose products & plan methods.’

This customer service structure is your basis for offering competitive value.

Offer Example: ‘In today’s complicated world, causes bring effects & those effects cause other problems. Discount stores sell products based on profitability. (Store) offers reliability, so you get information about specific causes & effects before product suggestions. Since reliability brings satisfaction & your goals define your satisfaction, let’s evaluate what happened & what you need. When we define reliability for your circumstances, we can be sure our planned methods & products fit specific results. Even if discount stores let you return unsatisfactory products, they aren’t helping you achieve goals. Since you need successful projects, you don’t have time for exchanging products & getting refunds. Let’s start your successful project while you’re in (Store), so you’ll have everything from planning to completion.’

Since people hesitate when they aren’t sure what to choose & how to do projects, you should lead customers so they don’t miss out. Project success depends on knowing which causes are starting, fully happening or ending.

Checklists help in confirming causes are over so customers can start repairing effects. Success requires knowing which causes bring which effects & possibly prioritizing major problems when resources are limited.

Offer Example: ‘Since people have multiple challenges, bring your concerns to (Store) to be sure you solve the highest priority problems. Though it’ll still be an imperfect world, (Store) offers checklists to find & reduce imperfections.’

Prioritization might be based on inaccurate & incomplete information. Since it’s an imperfect world, people decide based on incomplete perceptions. Also people disregard what doesn’t fit their paradigms.

Leaders help people adjust thoughts & feelings. People feel X when they experience Y, so they think Z. When people think better experiences are possible & feel those experiences have important benefits, they think of ways to gain those benefits.

You can guide their thoughts by offering results from effective, efficient processes, so people believe results are possible.

When you have descriptive case studies/testimonials, you can introduce options so customers can imagine benefits.

Consultation Example: ‘A customer was frustrated because __. Let’s review this case study about how (products) were used with specific methods & to create (result). Did this case start like yours? Since (product) specifications fit the solution you need, let’s check how comfortable you are with the instructions. We can adjust ways to use (products), so your benefits will be __ & is compatible with __. In X years, it’ll be time for a maintenance kit. Are we both understanding how you can use (products) with these methods & get the right result?’

Connect Customers’ Thoughts & Perceptions to Value

When you help customers' integrate thoughts & perceptions with new information, they'll recognize value of your offers.

Which information can connect people to what they need &want? It’s a matter of connecting customers’ thoughts & perceptions to what will bring fulfilling options.

Consultation Example: ‘Based on your answers, this information will help you understand how these products & this plan fit your repair & prevention needs. When you finish your project, your confidence will reduce your stress.’

Lead people to turn wishes into desires & plans. Goals can feel out of reach because people don’t have accurate plans. Accurate plans are based on what’s possible with available resources.

Desires are demoted to wishes after disappointments. If people overestimate resources &/or misinterpret conditions, desired results could be unrealistic or achieved results could be impractical.

Offer Example: ‘Since discount store shoppers don’t get any guidance, it’s possible to buy products & create results that don’t prevent or solve problems. Each person specializes in something & some problems don’t fit your specialty. (Store) specializes in (results). Everybody needs a team. It’s time to prevent/solve (problem) with a team effort at (Store). Since team efforts require resources & plans, that’s what (Store) offers you to prevent/solve (problem).’

Leaders Clarify Perceptions & Challenge Thoughts

Based on your product knowledge & conditions awareness, you can help people sort through facts to find what didn’t work & why.

Misunderstood perceptions & unchallenged thoughts can become beliefs. Clarification can renew confidence.

Consultation Example: ‘Though (product A) can be adequate for similar conditions, (product B) is better for us locally. Though you used the right techniques when (product A) failed, it was like a domino that knocked the rest down. (Product B) is effective with different techniques, so let’s form another plan based on current information.’

Provide information for each step including evaluating preliminary & final results plus determining which maintenance practices are necessary & when.

Since some decisions require unfamiliar research & comparisons, people should use processes for finding necessary information & determining which sources & facts are pertinent.

Easily obtainable resources can seem sufficient to people who don’t know total possibilities.

When you help people find new resources, help them recreate conditions. Nudge people with new beginnings & different (well-chosen) resources.

Offer Example: ‘(Store) project kits are made for local conditions & customizable for your needs & desires. With new products, methods & information, you’ll create more comfort. During our consultation, we’ll identify what you need for success & make a kit for your personal project. You’ll have less stress & more success when you start your project confidently.’

Until people know consequences of actions, they won’t know what to do. After people learn about methods, they need to learn about products or vice versa. Since they might need to iterate between choosing products & planning compatible methods, people should have processes.

Comprehensive plans leave very little or nothing to chance, so people are confident enough to strive for progress. Hesitation prevents their benefits & your sales.

Since anybody is apt to make mistakes, the confidence you inspire can bring people back because they want to reduce costs & avoid costly mistakes. Even after mastering some skills, customers might hesitate about unfamiliar activities. When you & other customers show how to create results that fit needs & desires, potential benefits outweigh people’s perceived risks.

Customer integration includes helping people make optimal decisions, so they can optimize results. Stress relief begins when you help people feel comfortable because they know they have essential information.

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

Copyright 2021 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/

Serve by Leading People to Optimize Their Results.

Customer integration is established through retailers’ leadership. Whether customers are battling problems or optimizing experiences, they evaluate leaders based on benefits.

Lead people by showing how you’ll optimize their results. Since effective leadership includes effective planning, you should inspire consumers’ confidence by offering specific effective, efficient results from products.

By leading people to results, you’ll offer better service than product pushers.

Is It Time to Change?

Instead of trying to optimize results, people might retry products & methods instead of risking what’s unfamiliar. Link unfamiliar & familiar things with descriptive connections.

Offer Example: ‘The previous top technology was using (products) to (produce result). Those products, methods & results were adequate, but required too much time & effort. You’ll achieve more (result) when you upgrade with (new version), because __. Though previous versions could __, this upgrade helps you with better (result) because it __.’

If current products &/or methods didn't totally prevent or eliminate negative causes, people need guidance to 1) confirm causes & effects; 2) identify better options; 3) coordinate efforts to improve & maintain results.

Explain how to progress from current conditions to fulfilling desires. Explain how you’ll use knowledge about products, methods & people’s conditions to develop customers’ benefits. Show your desire to understand their needs with consultations.

Consultation Example: ‘What are your primary & secondary goals? Let’s review your results, so we can determine what you need for progress. Which products did you use & what were your methods? Apparently you found (product) creates tolerable results, but it seems you need more than that. This new (product) version does _ like you’ve experienced, plus it does __. Let’s review product specifications & instructions to determine your comfort level & what you need to learn. Let’s plan preparation steps all the way through to maintaining your results.’

The Next Step Is __ Because __.

When people aren’t sure what to expect, they don’t always know what future steps should be. Though people might recognize some action is necessary, they don’t want to start without knowing what will be effective. Yet, delaying could allow deterioration, which could make products & future actions less effective.

Offer coaching about what to continue or stop if people are frustrated with certain products & actions.

Since planning should be more than combining individual product instructions into projects, people need the right timing for each step. By customizing project kits & instructions, you can prevent confusion about what to do & inspire customers’ confidence in results.

Offer Example: ‘When you’re considering your project for (result), carefully think about your options. You can choose (Store) for consultations & customized kits. Or you can get individual products from other stores & hope all products are compatible with each other & your goal. You’ll be less stressed at (Store) because you’ll be confident in each project step.’

Consultation Example: ‘When this adhesive becomes pink & thicker, you can attach __. After it’s firmly bonded, insert __. Your previous trouble happened because older adhesives weren’t as strong. Now you can be sure parts will stay together, so you can confidently do each step.’

People might be more confident about familiar products & actions than new options. Since people have imperfect perceptions & limited abilities, it’s hard to determine if one person’s efforts are the best possible with current resources. Customers can team up to report project results. All members can learn & extrapolate which options fit their conditions.

Example: Overall neighborhood conditions were __. Noticeable differences in their yards were __. Neighbor A used (ABC) to do __ & results are __. Neighbor B used (XYZ) to do __ & results are __. This indicates __.

People might wonder if more steps are possible or advisable. When you keep previous results on file, you can make comparisons. What is changing/has changed since the last time people had (& were satisfied with) particular results? When did that change start? How different is it now? As conditions started changing, was everything working well or was something declining? If results declined, is that because devices are wearing out or are conditions becoming tougher? Have customers’ needs &/or expectations changed even if devices &/or conditions are essentially the same?

Improved Product? What About Improved Benefits?

Sometimes consumers don’t perceive ‘improvements’.

Upgrades might help but mandatory upgrades can be inconvenient. It can be like software companies only providing security updates for more advanced programs. Do advanced programs provide enough new benefits for all customers who would have to buy new computers?

If there are hassles or other costs in upgrading, perceived benefits seem less valuable. When people are satisfied with current product versions, more features or new versions of previous features might be unsatisfying.

If needs & desires aren’t fulfilled or conditions have changed, new product versions might be beneficial. Are new versions as effective for previous & emerging problem variations?

Somebody, who owns a small lawn, might be unimpressed by self-propelled mowers because that benefit is negated by frequent turns.

Don’t expect people to think the latest product is greatest. Instead of trying to replace consumers’ thoughts with yours, you can suggest issues for comparing goals & products.

People will be more impressed by your knowledge when you explain how facts make products & services more beneficial. Challenge people to compare results of your knowledge & high quality products with barely adequate products from competitors.

You can influence consumers’ purchase processes when you know why & how their processes start, proceed & end. Do consumers independently perceive threats or learn from others? What would help consumers identify/confirm needs & define desires? What would help consumers prepare for decisions, purchases, using products & evaluating results?

Costs of Progress

There are processes in gaining benefits from new products. Processes can be inconvenient because of personal efforts &/or financial costs. Are efforts & costs offset by new benefits &/or new effectiveness or efficiencies in similar established benefits? Processes of buying & benefiting from products/projects can involve: 1) reprioritizing & delaying other activities to dedicate time & energy for new higher priorities; 2) learning about & comparing products; 3) multiple decision makers (each with different criteria & expectations); 4) financing & reprioritizing budgets; 5) adjusting habits/methods &/or learning new methods (which means productivity will probably drop temporarily); 6) making mistakes until methods are mastered; 7) finding storage space; 8) disposing of previous materials; 9) wondering about the wisdom of purchasing.

Perceptions of progress depend on personal & social standards.

As standards change, people decide about restarting or continuing efforts to maintain results. It’s why satisfaction can change even if results haven’t changed.

Success is judged based on experiences & standards, so offer consultations about physical & experiential qualities. When you ask about reasons for doing or not doing projects or adding options, you can help people develop comfortable long-term results.

Physical & experiential results are incomplete until related stresses are relieved. Though some stress might remain because of imperfections, adjusting options can fulfill more criteria better than average discount products.

People’s acceptance of options might depend on overcoming misconceptions. People might not ask questions because they don’t want to be judged. Offer Example: ‘When you need answers, your questions are NOT wrong! Smart questions bring you benefits. If you aren’t sure what to ask, express your concerns so we can find questions & answers together.’

Though too many retailers push products OUT, you need to bring people IN with their concerns, so you can integrate your store with their results. Without in-depth help, customers might not have results they’ll want to integrate.

People might base criteria for projects only on current resources & expectations which are limited by current knowledge. When you help people choose & use advanced resources by supplying new information, you can open more possibilities than discount stores.

Though people choose what to believe, offer information people need to eliminate misconceptions & problems by increasing their knowledge & benefits.

Help people make their best decisions by comparing advantages & disadvantages. Even if you don’t eliminate each current problem & project disadvantage, you can help reduce the most disruptive problems & disadvantages.

Consultation Example: ‘If we maintain (result) & reduce or eliminate (problem/risk), how would these differences help you? If we can’t reduce or eliminate __ but we increase (benefit), how would these differences help you? We can do it with __. When you were dissatisfied with this product/method, did you notice any progress? What can we do to fit your budget, preserve progress & increase your satisfaction?’

When people are stressed by a lack of control, it’s important to determine how much stress is from unfulfilled (possibly unrealistic) expectations or resource gaps. If goals are adjusted, which resources will fill gaps between current conditions & goals?

Though customers might want to reduce stress by controlling conditions, mitigation might be more realistic than full solutions & control. Determine what customers can prevent & what they can alter enough to mitigate risks &/or problems.

Thank you for using my blog. Please let me know if I should clarify anything. Copyright 2021 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/

Be a Market Leader by Leading Customers to Benefits.

In The Discipline of Market Leaders, Michael Treacy & Fred Wiersema wrote about product leadership as offering superior products & experiences.

Let’s add personal leadership because you should lead customers to benefits instead of hoping they’ll determine how products are beneficial. Your basic offer should be: Though your current condition is__, we can increase your benefits with these products & methods. As your current condition changes, we’ll use innovative products plus techniques to maximize positive changes & minimize negative changes.

Be persuasive by presenting benefits to match people’s goals & leading customers to choose & use products to achieve goals.

Show you believe customers deserve the best, by optimizing your store so your offers produce the best results. In Good to Great by Jim Collins, the first circle of the Hedgehog Concept is what you can be best in the world at. Let’s focus on making your offers are the best options for specific results.

To create the best results for your business & customers’ lives, develop a category of options & optimize the best option for each customer. Which resources make that option possible? How will you acquire & integrate those resources? What could interfere with that option? How will you reduce or eliminate that interference?

Even if you have the indisputable best offer according to the most authoritative criteria, you need to build a mental path to your door.

Analogy: After electricity is generated by combining factors, it follows the path of least resistance. After lightning finds paths from clouds to land, the Earth adds power.

Your offers should have enough power to get through mental resistance & integrate with the power of people’s desires for benefits. It can be like people comparing pictures. When offer descriptions match people’s goal visualizations, people believe your offer fits gaps between current conditions & goals.

While monitoring consumers’ conditions, present information so consumers recognize what they have & need for achieving goals. Offer resources to empower people to complete their desired conditions.

Offer Example: ‘You may be frustrated by incomplete projects because something disrupted your plans. Let’s review your progress, so we can reduce obstacles plus add products & information you haven’t found yet. (Store) has (products) & plans for adjusting your conditions. Together we’ll identify what will complete your building project.’

Analogy: Electricity isn’t successfully conducted, when there’s a gap because there isn’t a sufficient conductor &/or the power is too low to jump the gap. Let’s consider products to be conductors & information to be power.

Show you’re part of the circuit of resources people need to achieve goals.

Needs/desires > compelling offers of products plus implementation & maintenance methods > goals

After connecting facts & feelings to show you understand people’s goals, you can use facts to connect goals to your offers.

Offer Example: ‘Are your lawn mower & lawn well-matched? Does your mower fit your physical needs? At (Store), let’s consider facts other retailers ignore. Whether lawn mowing is an act of pride or just a necessary task, (product) makes it easy & quick with less noise. People are quickly tired from pushing mowers over uneven lawns. (Product) has quick adjustment levers for smooth performance whether you push or use self-propulsion. Its wide deck cuts more grass in less time than narrow mowers. It can get close to objects to reduce your need for edge trimming. (Store) includes preventative maintenance plans to sharpen blades & secure other parts. With products & service from (Store), you’ll have fewer hassles plus more time & energy after effective, efficient mowing.’

When people are distracted & distressed, their mental energy is like static electricity.

When mental energy (attention, interest & desire) flows through integrated connections, people can recognize & use coordinated (synchronized) values you create. Distracted people need benefits of coordinated products with goal-focused methods.

Coordination includes information to organize what customers already have & add what they need.

Customer integration builds value & establishes mental links so consumers perceive that value.

The 22 Immutable Laws of Marketing

Al Ries & Jack Trout wrote about creating categories & being first. Some laws are:

The Law of the Category If you can’t be first in a category, create a new category to be first in.

The Law of the Mind It’s better to be first in minds than be first in the marketplace.

The Law of Perception Marketing isn’t a battle of products; it’s a battle of perceptions.

The Law of Focus The most powerful marketing concept is to own a word in prospects’ minds. Focus your business practices on a cohesive concept.

If you don’t have time to read/listen to the whole book, you can do an internet search for summaries.

Let’s add some meaning to these laws. To effectively use these, you need to be categorized as being ahead of competitors in prioritizing consumers’ benefits. What do consumers perceive you to be focusing on? Show you want to profit by optimizing their results instead of just pushing products.

Since goal achievement is a journey, busy people prefer smooth, direct routes. It can be disrupting like driving over potholes when people struggle to make products & results conform to expectations.

Too many businesses focus on selling products instead of the benefits of reducing problems. You can be categorized & perceived as a specialist by offering precise kits. Align kits with customers’ goals so people check with you first when desires & needs emerge. You can be first on consumers’ lists if your store offers total integration to connect people to ideal conditions.

Even if you establish product leadership among stores, it’s important to inspire consumers to accept you as a leader, so you can lead them to great results.

Mediocre advertising is basically, ‘You have (problem), I have products.’ It’s like pointing & saying, ‘Go get it.’ That isn’t leadership. The value of leadership is diagnosing problems, finding resources & planning solutions plus preventing recurrence.

To lead people to use optimal resources, you might have to convince people to push aside failure. People might give up & think they can’t afford more efforts after unsuccessful attempts.

Offer Example: ‘When you need basic (project) results & can’t afford to hire professionals, you still need specialized information. If you’ve been disappointed, let’s determine what went wrong & make corrections. We won’t find fault. We’ll identify obstacles. Let’s compare your results & conditions with plans that fit your goal. We’ll find what fills the gap between your goal & current conditions.’

You Can Do What They Did.

Testimonials can describe what worked, so people can compare their attempts with successful efforts. Detailed testimonials can renew hope & desires because people learn other options can be applied or adjusted. Compelling offers renew hope & you can lead hopeful people by showing how results are possible.

When projects don’t work, people don’t always think about trying again with different products or methods. When you offer plans, show people there are ways they haven’t tried. It’s vital to remember people can believe what’s possible when they know how it’s done.

Offer Example: ‘Your frustration is understandable. Let’s work together at (Store), by using plans & checklists to determine what didn’t work & why. Instead of finding fault, we’ll find better options with products & techniques that fit your conditions, expectations & goals. Let’s focus on long-term benefits of high quality products to overcome negative conditions. Complete results are possible with the right knowledge & planning, so you succeed. These are important considerations because (Store) offers results instead of just pushing products.’

Be bold when you compare your store with competitors, so people recognize how your strong value fits their lives. Bold comparisons are more apt to establish consumers’ attention, interest & desire, so your offers inspire action. Identify when & why products are necessary, plus offer support for maximizing benefits.

Offer Example: ‘The right plans & resources make things work FOR YOU, so things are less apt to happen TO YOU. Good results can happen randomly, but when you want the BEST results, you need to make the best happen. Some retailers assume you just need products. They brag about selection or prices, but they don’t mention the cost of low quality, incomplete results. Since product selections only matter when you get the right results, let’s work together to select products for the support you need. When you have __ & __, you’ll be ready to create (benefits). At (Store), we’ll combine the right product versions & be sure you know the best methods for lasting benefits. Projects shouldn’t cause more stress than the relief you expect from your goals. When we know which results you need to create & problems you need to avoid, we can plan your benefits. Since (season) & (weather) are almost here, limited supplies are becoming available. It’s time to be sure you get the results you deserve.’

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

Copyright 2021 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/

Offer the Best Results for Specific People

Making profitable kits is challenging & necessary to surpass competitors & preclude consumers’ procrastination.

Customer integration can include project kits. It’s offering superior value & helping consumers recognize that value as necessary for their goals. If you can’t do full service projects for customers, what will exceed competitors & establish momentum for customers?

Which project steps or aspects overwhelm customers? You can nudge people out of procrastination & hesitation by offering completed steps as modules for people to connect. If some project steps are difficult for novices, customers can add those as modules as they finish easier steps.

If people aren’t confident in their abilities & potential solutions, product name & price ads won’t overcome procrastination. Inspire action by describing how you help people combine knowledge & products to create & maintain benefits.

People don’t want to fail & might tolerate problems instead of risking wasted efforts & money. Consumers hesitate when risks & frustrations of failure feel worse than risks & frustrations of problems.

Identifying problems & prescribing products won’t be enough if people need guidance about methods. There are ranges of added value factors between identifying problems & maintaining improvements. You can specialize in factors throughout that range & create people’s best options.

You determine how completely your offers improve customers' conditions with the number of factors you fulfill. You can adjust your specialty with increasing knowledge as conditions & suppliers’ offers change.

Offer Beneficial Patterns

As lives are disrupted, dysfunctional patterns are established when people react instead of plan.

Even if people need help struggling through weeks of work & household responsibilities, their struggles can be divided into progressive steps. Explain how better products & methods reduce struggles.

Since people might be frustrated while they learn methods, encourage them to focus on increasing effectiveness & efficiency when they do recurrent tasks. Their invested time & efforts produce smoother patterns & better results.

People are often overwhelmed even in familiar conditions but organized thinking becomes even harder in the face of new problems.

Many offers can be framed as relieving stress &/or adding enjoyment. Preliminary offers can show new patterns are beneficial, so people are confident enough to make changes. After people experience samples of what’s possible, subsequent offers of customized kits can create fuller benefits.

Retailers, that don’t help people with full options, aren’t people’s best options.

As competition intensifies, your success depends on building people’s confidence in their ability to keep progressing.

Customer integration creates people’s best options for important results retailers can profitably sell.

We’re building up to integrating the 3 circles of the Hedgehog Concept in Good to Great by Jim Collins. Those circles contain what: 1. you can be best in the world at; 2. you’re deeply passionate about; & 3. drives your economic engine.

In this global economy, you shouldn’t brag about being the absolute best but you can explain why: 1. your offers are the best options for specific results; 2. those results are important to specific people; & 3. your profitable prices are justified.

Show You Care About What’s Important to Customers.

Discount retailers study consumer behavior to increase sales, decrease services & determine price points. As a specialist, you should show you study consumers’ desires & needs to determine the most effective, efficient options. You can confirm that in your advertising & consultations.

In consultations, you can validate insights from consumer complaint & advice blogs. By comparing local problems & conditions with conditions, problems & solutions people described in blogs, you can learn what’s important to people. When you add those insights to suppliers’ product lists, you can develop plans for potential project kits for customers.

When you describe potential benefits of those kits to customers, you can ask about their perceived value. You might also learn what consumers misunderstand. Are they confused about terminology? Do they know how to choose & use products? Do they need guidance about best practices?

If people have trouble describing problems, you can use those blog posts for clarification. Example: ‘I think somebody else had a similar need. As I read this, please determine if it fits your challenges.’

To fully optimize customers’ results, you might need to ask sensitive questions.

Consultation Example: ‘I can help you achieve your goal if I know more about your conditions. You might be uncomfortable with sensitive questions. I hope you won’t be offended. How comfortable are you on ladders? If projects include ___, would you object? Can you lift & carry ___ pounds? Since this is a rainy season, can you finish this project in __ hours? Do you have __ hours to learn to use these tools & materials? Before you buy a kit, you can read instructions & determine if any restrictions would interfere with you using these tools & materials. After you read these instructions & review your goal & conditions, let’s compare kits. We can ask & answer each other’s questions & customize a kit. To do it, I might ask about your life, so we can be specific enough to design the best results.’

Your Hesitation Could Cause Consumers To Hesitate.

You can test offers to determine what will attract buyers. Even if a limited (the first 5 to respond) offer starts overwhelming your fulfillment ability, negative effects would be restricted.

If you hesitate about offering full value, consumers might hesitate about buying less than they need. By offering benefit ranges, you can guide customers to choose what’s necessary for optimal results.

Offer Example: ‘After you notice (problem), you need reliable information from (Store) to find the most effective solution. There are loads of conflicting insights & information, so you might wonder which insights & information are valid for your goals & needs. Since your goals are important, let's be sure you have the most effective, efficient products & information. Let’s review your goals & conditions to determine whether you should adjust goals, conditions or both. Until you know about available products & compatible methods, you can’t accurately evaluate options. Project kits from (Store) include full instructions & consultations you need for optimal results. You get optimal results when you explore possibilities & invest in the best options. If you find obstacles during projects, bring your questions because service from (Store) continues, so your progress will continue.’

Encourage People to Consider All Factors

Compare long-term results if rivals don’t sell high quality products & provide optimal service.

Offer Example: ‘(Contractor) will consult with you & evaluate your conditions, so together we achieve your goals & prevent problems. Old plumbing might not fit current codes because problems are inevitable from old technology. (Contractor) does complete projects, so you have full benefits. Some businesses aren’t real competitors because they don’t do complete projects. They claim to finish in one day, but do they help you avoid future problems? Some offer patented quick drains, but if old drain pipes are partially blocked &/or corroded inside, you’ll have problems. It costs more to do the right things in the right ways, but shoddy projects will cost you more money later & cause excess stress. Those hydrotherapy jets only relieve stress when you have the right installation results.’

More Value Means More Opportunities

Some durable goods retailers might have infrequent consumer contact & limited integration opportunities. Chet Holmes advised developing the broadest possible view of your business, so you can offer the ultimate benefits to customers. This should include offering related benefits plus preventing & solving problems. (You can do an Internet search for Chet Holmes & broadest possible view.)

Example: Furnace contractors offer comfort by moving air, so they include filtration & humidity control for air quality. Let’s use local retail examples.

Though furniture lasts for years, long-term benefits require maintenance. Some customers need frequent furniture cleaning because they have allergies. Pet dander & fur cling to & get into upholstery & cushions. Incorrect cleaning methods are suboptimal & can ruin furniture. Small tears & worn spots can become big problems. Furniture retailers can offer cleaning & mending or work with service providers.

These services could be advertised to all consumers, so furniture stores would get some income & be ready to replace furniture.

Outdoor furniture & grill stores can offer patio/deck cleaning equipment & awning repair kits or work with service providers. Outdoor games could entertain children who wait for meals.

Hot tubs or inflatable pools/bounce houses (sales or rentals) could be logical recreation accessories.

Ask about people’s plans & expectations. How many children & adults will be invited? How much space is available? Will neighbors buy or rent different products & open their yards for bigger activities? Do people prefer to spend a few hours grilling & eating meals or would they like full days of activities? If they want different activities over a span of days, do you have convenient ways to pack/unpack rental products? Do you have product varieties for different adventures each day?

Thank you for using my blog. Please let me know if I should clarify anything. Copyright 2021 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/

Help Customers Avoid Disappointments By Managing Expectations & Results.

People might try what seemed to work well for others. It’s important to define what ‘work well’ means for people & their conditions.

Consultation Example: ‘I understand why you want similar results. Since neighbors have different factors each year, you might get different results even with the same products & methods. Let’s avoid disappointments by reviewing possible differences in your conditions & goals. Let's determine how long- & short-term results are affected by current & foreseeable positive & negative factors. After studying results & factors, we can pick products & plan methods to optimize positives & reduce negatives. When you’re confident about what to expect, you can schedule your project.’

Explain how your responsibility includes asking questions to ensure good results. When short-term results can be different than long-term results, it’s important to know which deteriorations require repairs or just mitigation. Which changes warrant corrective action & should be prioritized? Would problem preventions or solutions synergize or interfere with other efforts?

Example: Should tires be replaced individually, in pairs or all four? Brake pad replacements wouldn’t make up for worn tires not gripping pavement.

Compare goals & problems to help customers prioritize.

Since preparation is vital, there can be risks in not anticipating probable problems & opportunities.

Offer Example: ‘Though we don’t know how intense (problem) will be this year, we know it always happens, so now it’s time for planning. (Store) has what you need to prepare, so get checklists from (Store) & you’ll know which preparations are necessary & enough. Avoid wasting resources in the wrong or inadequate preparations. Based on the past, we know what doesn’t work. Be sure you use the necessary high quality products & methods, so your efforts will be enough to protect your investment in your home.’

Guidance or Advice

Even if you hesitate about giving advice, you can supply insights. You can ask questions to help individuals, plus you’ll learn for helping future customers.

Example: ‘Since you know you need a solution, what do you need to know about your options? What are your criteria for choosing your best option? These product specifications seem to indicate this is your best choice because __. Does this fit your understanding?’

When you monitor information resources, you can recommend & explain them based on customers’ criteria plus how they explain their needs. People’s explanations reveal what they need to know about problems & how to shape their perceptions.

Example: ‘Dark spots could be dirt or mold. If it’s mold you’ll find __.’

People perceive conditions based on knowledge & priorities. Knowledge influences beliefs about possibilities & priorities influence beliefs about what’s necessary.

Example: ‘Dirt is inconvenient but mold could be hazardous. If it’s mold you need to__.’

To influence what people buy, you need to influence their knowledge & priorities. Influence their knowledge by comparing conditions before & after projects. Explain why results are important, so people adjust priorities.

There’s a difference between offering products & possibilities. Important basic questions are about who, what, why, when, where & how. Products partially answer ‘What’. Possibilities involve WHY people (WHO) want/need WHAT kind of results at locations (WHERE) at particular times (WHEN) & are created with methods (HOW).

Projects can be planned after studying possibilities.

When you consult with customers, your store is integrated into their results. You need reliable product & information suppliers with compatible resources, so you can merge facts about products & conditions.

You can combine customers’ insights from consultations with information from trade groups & manufacturers.

Consultation Example: ‘Based on your answers for the question checklist, your case is like these clients’ cases. They used this information package to decide on this project. This information has insights expressing pros & cons, so you can determine what current & emerging conditions indicate about your options.’

Experiences from Effective Results

Robert Frost wrote, “Happiness makes up in height for what it lacks in length.”

Though duration is important, what counts more is compatibility of experiences with goals & personalities.

Try to help customers identify peak experience elements plus ways to make element combinations fit time & financial constraints. When experience goals are established, determine how much length & money would be required, so elements can be prioritized.

Consultation Example: ‘Since you have $__ & __ hours available, you need to reduce something because combining options A, B & C would cost __ & take about __ hours. Which option is like a foundation that gives your experience the most value? Should we try to keep the other options by adjusting this foundation to cost less & require less time? Would you prefer to keep this full foundation & split the other options or elements into other experiences for other times?’

Since happy experiences don’t last (except in memories), ask questions to determine what made past experiences great & what can be added.

Consultation Example: ‘Do you want to learn about creating new experiences or quickly start something that builds on what’s familiar? Are there good things you want to upgrade or replace with great things? What was barely satisfying before? What was so special you want it again? When you remember things you’ve heard or read, what would fit your goal? That can be done with (product & method). What would add sensory stimuli? What would add value to your experience & be something you’d save as a reminder or souvenir for future enjoyment? We can add __ because it’s similar to what you enjoyed & enhances __. As we check each option, we can customize benefits. You can increase your skills &/or add products. Since learning requires time, you’d need to plan a month ahead. Based on your budget & desires, do you want to boost your enjoyment a little each time or maximize it now? Based on your budget & available time, let’s plan your experience.’

Isn’t That Special?

After people define what’s special, help them define what increases satisfaction. Is it a product amount or size? Do they want certain duration of continuous experience or ability to easily restart? How do people evaluate or measure satisfaction? Can they apply that standard before implementation, so plans can be adjusted?

Offer Example: ‘Whether you're planning your vacation or a weekend, make it special. (Store) is here to help you use memories & imagination. Let’s combine great experiences in your past with new ideas. What would make your camping experiences more fulfilling? Do you want to be like frontier pioneers or space pioneers? (Store) has planning templates to guide you to include special things & eliminate disappointments. Fill in the template blanks, so (Store) can fill experiential blanks. Here are some samples: When I planned camping trips, I expected __. As experiences ended, I thought if __ happened this would’ve been the best ever. Those were the good old days because __. At (Store), let’s create your outstanding personal events by exploring what your reality is & what you want reality to be.’

Good Plans Are Better Than Great Intentions.

Consumers might only intend to do projects until they’re convinced they can do what’s necessary & beneficial.

Retailers might have great intentions when their ads are only product names with pictures & prices. Retailers & consumers don’t profit from intentions or names.

Since people want beneficial results, they need plans for using products. Since people want happy lives, offers should include planned ways to integrate products into lives to increase happiness &/or decrease unhappiness.

Compelling offers promise specific benefits with reasons to justify purchasing. People rate desirability & value of benefit descriptions in compelling offers.

Provide enough help to shape products & methods into customizable benefits.

Consultation Example: ‘We can plan a project to convert desires into benefits. To create (benefit A), we’ll use (product 1) to __. Your benefit will last longer when you maintain it with (product 2). When that’s established you’ll be ready for setting up (benefit B) with (product 3). Let’s put these product instructions together into a plan.’

It can be done with services also. Some travelers plan itineraries & others choose to be guided through fully inclusive packages. Whether people travel or create benefits at home, they venture into unfamiliar territory. Anything unfamiliar can feel threatening & unfamiliar solutions can seem more threatening than problems.

Build familiarity & value of benefits by explaining how problems cause stress & solutions bring relief.

Offer Example: ‘As (problem) increases, you’ll notice (symptoms). (Problem) affects life quality by __. Cheap products can reduce (symptoms) without solving the whole problem. (Store) has kits for you to stop & prevent (problem) instead of struggling to reduce (symptoms) month after month. These kits are for eliminating problems & reducing your stress. When problems are gone, you can protect your health plus invest time, energy & money in things you enjoy.’

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

Copyright 2021 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/

Make Your Business the Definitive Source for Certain Results

Analogy: Since fuel is necessary for progress to destinations, gas stations are common along highways. Consider your inventory & information as fuel & roads for clients’ progress in achieving goals.

Customer integration focuses on what people need to complete their current stages, prepare for future stages &/or avoid losing progress.

Service stations were common & offered fuel, maintenance checks, repairs, snacks & beverages, so people could travel with minimal disruptions. People were confident they wouldn’t be stranded.

Now since vehicles are less apt to require emergency repairs during trips, full service stations are less common. Convenience stores & automotive technicians (in separate businesses) have replaced most service stations & mechanics.

Have you adjusted your business model & marketing based on current consumers’ needs & desires? How do you assure people they can pursue happiness goals without feeling stranded? How do you help people avoid disruptions?

How Much Certainty Can You Create or Restore?

Since it’s hard for overwhelmed people to think of whole processes, they focus on individual steps. Without deep knowledge of conditions & products, people might not know how to integrate all project steps for full benefits.

Though integration is their responsibility, your job includes helping customers coordinate integration.

When you show you understand people’s stress from internal & external needs, it’s easier to believe you have solutions. People want benefits (stress relief) & ignore ads that just push products.

Think about what causes stress & compare two approaches. 1) ‘I understand you’re stressed because __. My offer relieves it by (explanation).’ 2) ‘Aspirin $4 per bottle’

Offer Benefits Including Certainty

Successful marketing can depend on determining reasons for stress. Since uncertainty can feel like being stranded, it brings stress.

Develop empathetic offers for levels of uncertainty: 1) People think something is wrong but don’t have enough information. 2) They found symptoms but haven’t diagnosed problems. 3) They identified problems, but don’t know how to eliminate & prevent causes. 4) They’re aware of various products, but don’t know how to choose or use the best options. 5) With limited money & multiple problems, people need to prioritize & solve the most urgent problem.

Explain causes & effects plus whether effects cause secondary problems since those could warrant high priority.

Since problem categories have ranges of specific problems, offer diagnostics to ease customers’ uncertainty, so they can think clearly about options.

If people are confused about problems, they’ll be less confident about potential solutions. If there are multiple potential solutions, match options with people’s desires.

Since people have personal reasons for wanting results, your offers should help people fulfill physical & psychological goals. Assure customers they can finish projects without feeling stuck (stranded) at any step.

Example: ‘Plants are great for many reasons, so (Store) has a variety & offers guidance to pick the right plants for the right places & great effects. Let’s consult about your needs & desires. Let’s review which plants & support products will give you natural benefits & bring you joy. (Store) has guidelines & checklists to help you evaluate soil, sunlight, square footage, water requirements, plus important factors many people don’t know. Ask for a checklist, so you can start in May.’

Since it seems anything can go wrong at any time, full preparedness seems impossible. When people are barely juggling issues, another issue causes others to crash.

Since people can’t prepare for every unexpected problem, help reduce current & imminent problems, so unexpected problems won’t be as disruptive.

If you can’t block future issues, help people stay in control by offering maintenance. Example: ‘Since another problem seems too much, (Store) offers (product) to keep (machine) in top condition. Be ready for winter weather.’

When you know about local conditions & product durability, you can assure customers about solutions.

Offer Example: ‘Be sure you use the best products for the best results by combining your knowledge of your goals & conditions with product knowledge at (Store). Don’t let winter weather prevent (benefit). Get the service & product quality you deserve at (Store) instead of being ignored at discount stores. Confidence in results starts with confidence in products from (Store).’

Confidence in Results plus Self-confidence

Since problem solving is a general goal, it’s important to help people form practical desires. People might be unsure what they want because they don’t know what they can do.

Review options with materials & information (including tutorials) to find people’s comfort levels. After asking what people are comfortable with, introduce unfamiliar products & methods while explaining benefits plus providing instructions.

When people refine & match comfort levels & desires, they can choose project results they can create.

Learn from customers how to help people maintain comfort at each step. Ask how customers managed comfort & discomfort levels through all project steps including planning. What inspired their comfort & confidence? What caused discomfort & uncertainty? What decreased discomfort & uncertainty?

Since people want to avoid mistakes, ask about misunderstandings & what went wrong.

Since people don’t want to waste time, ask what they would consider a waste time. Example: If total solutions aren't practical, how much problem reduction can you offer? Would customers consider that reduction level be worth the price?

If people aren’t sure what would increase their confidence, suggest examples: Tutorials & in-person lessons can make products & methods more familiar. Are there hobby groups (like master gardeners) who help each other?

Some steps don’t seem hard until people start. Encourage people to ask for help whenever necessary because instructions might seem clear until people start implementation. ‘Anytime you feel stuck, call for clarification.’

Ask how much challenge people want. If people just want results without challenges, project kits can have some assemblies completed. Reduce pressure for perfection, so novices will be comfortable.

Win Formation & Information

Winning requires preventing & mitigating problems, plus reducing risks. Realistic people aren’t pessimists because it’s important to consider potential problems.

Offer Example: ‘Boating is very popular now, so (store) has (equipment) plus instructions for safe transportation & fun. (Store) supports enthusiasm & encourages safety. Whether you go out cruising, fishing or for other purposes, (store) has dependable equipment plus information & products to be sure your equipment will be dependable for years.’

Even when people know problems are happening or will happen, some procrastinate because they don’t know how to prioritize or how to do the right things.

Analogy: Problems can feel like swamps full of alligators. Britt's problem is crossing a swamp (obstacle), where alligators (risks) live. Britt needs a safe way to get something from the other side. Britt is vulnerable in a low, slow row boat.

Air boats don’t have underwater parts & are faster than alligators. Motor boats can get stuck. Air boats reduce exposures but don’t eliminate risks.

As a full service retailer, fulfill customers' desires & needs by eliminating problems or reducing exposures. Evaluate conditions to find obstacles & risks.

After asking about customers’ perceived vulnerabilities, obstacles & risks, research what did & could interfere with effectiveness & efficiency of solutions.

Consultation Example: ‘Current conditions are __, so you need __. As conditions change, you’ll need __. At minimum, you need (Product A) because you said __. (Product B) is ideal because you’ll need to prevent __. Product instructions provide good methods; let’s combine those methods into a plan.’

Help Customers Build Self-Confidence

Remember how confident you feel about mentors who help you build self-confidence? You can be a mentor for projects or long-term. Inspire people’s confidence in you by offering improved results.

Offer Example: ‘Discount store products produce temporary results. (Store) will save you energy, time & money with long-term results. Project kits reduce frustration because you’ll know what to do & expect step-by-step. With an hour in (Store), you’ll have what you need instead of starting & stopping your project to shop for supplies for each step. Before you begin, let’s review project instructions, so you’ll know which skills you need to learn without any obligation to buy kits.’

People might need to progress incrementally because of financial, time &/or skill limits. You can help people develop practical projects based on needs & limits, so people only start what they can finish quickly.

What has shaken customers’ confidence? Were they just gaining some control when something went wrong? Do people think control of certain causes & effects is always out of reach? Do they define control as mitigating problems or total elimination?

You need to know what people believe when you offer solutions. Do people think they can manage & mitigate problems? Do they believe causes &/or effects can be eliminated?

To influence people’s intentions, you need to lead people’s beliefs. Would a trial offer be enough for noticeable preliminary benefits? Would trial offer preliminary benefits inspire confidence? Do you have testimonials & case studies to use as social proof plus tutorials?

Confidence in results is important after purchases, so people return to you for more confidence when they need future results.

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

Copyright 2021 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/

Achieve Sales by Helping Customers Achieve Goals & Reduce Frustrations

Offer advice about creating, maintaining & updating specific benefits in local conditions, so people can plan ahead for long term results.

Offer advice about maintaining products & conditions, plus updated information sources about changing best practices as conditions change, so people don’t lose progress.

Best practices seem be a matter of opinion but are often a matter of interpreting conditions. Which conditions or actions interfere with results? Example: Some people recommend tilling gardens, but others recommend not tilling. Tilling is beneficial or disruptive depending on conditions & desired results.

People might be hesitant about buying if they have to restart projects when they want results. To motivate people to buy, show how to optimize & maintain benefits based on customers’ expectations.

Integrate your store into customers’ results & experiences by monitoring local conditions & asking customers for updates. Your product & method recommendations can optimize project effectiveness & efficiency in customers' current & future benefits better than competitors' product offers.

Integrate into people’s desire for consistent satisfaction by offering up-to-date products & the latest, accurate information.

People might want to repeat satisfying results & experiences but be frustrated if they don't have necessary resources to maintain or recreate benefits.

If you can’t supply everything, ask about the best aspects of satisfactory results & experiences. Maybe you can recreate the best benefits. Customer integration includes helping customers integrate consistent benefits from results & experiences into their lives.

Bring It Altogether for Customers

Small experiences can enrich lives between big experiences. Coordinate & optimize results & experiences to enrich life quality. Help customers determine if they have tools, materials, furniture, etc. for full integration. Integrated activities are easier to repeat, so people can optimize results & start new projects.

Since people won't be motivated if it’s hard to start activities, reality check consultations can help customers avoid frustration.

Example: ‘To get this result, you need (products) & do (methods). If you haven’t done this before, this tutorial will show you what to practice. Each time you practice, you’ll notice steps fitting together effectively & efficiently, persistence will pay off.’

You’ll lose sales if people are dissatisfied & don’t integrate activities into their lives.

If people are frustrated when attempting activities, you can help eliminate obstacles with different products &/or methods.

Decreasing frustration & increasing enjoyment is a big purpose of retailing. Your offers should express how your store’s purpose matches purposes of people’s activities.

Example: ‘Losing weight is a partial goal. At (store), you’ll find products & get guidance for improving your health so you can maintain your healthy body weight.’

That shows you’re dedicated to customers’ well-being instead of just profits.

Full Service Retailers Should Offer Full Potential.

As you ask people about benefits of desired results & experiences, compare effectiveness & efficiency of products & methods for a range of benefits. In that range, there could be more benefits people haven't considered.

Discount retailers show their purpose is selling products by listing products & prices. You can show your purpose is creating value by offering results & experiences.

Each result & experience iteration can increase benefits either because people eliminate unsatisfactory factors &/or add options.

As you ask questions & compare customers’ preferences with your offers, you can create options beyond low service retailers’ offers.

Prerequisites for Success

Before starting projects, people might need to solve or prevent problems that could interfere with goals. As you consult with customers, you can learn what happened before, during & after projects (including what was expected but didn’t happen).

What mitigated unexpected effects? How did people predict & prevent potential problems? What kind of adjustments did people make?

That information can help you augment their efforts & guide future customers. Consultations can help you determine if conditions might not be favorable yet for project success.

Since the same obstacles complicate similar local projects, basic project kits can have similar products & instructions. Customizable kits can be formed if multiple problems happen together.

After identifying typical factors, you can standardize basic kits. By consulting with customers about their conditions, you can customize other kits.

Consultation Example: ‘Basic kits are for (describe conditions & desired results). When you start to notice (symptoms), it indicates it’s time for maintenance. In our area, (symptoms) might start in about 5 years. This augmented kit includes (products) & plans for (describe conditions & desired results). Dependable results last about 8 years, after that you need to do maintenance. This augmented kit costs _ & the current maintenance kit costs __. In about 8 years, it’ll probably cost more. If you think you’ll want the same result/experience more than 8 years, you’ll get more advantages from the deluxe kit. You can invest in the deluxe kit to (describe advanced results). The warranty is 14 years. The deluxe kit costs __.’

Retail is for Results

People need to be empowered to overcome obstacles. Empowerment includes whatever increases people’s abilities to achieve goals. Offer products with guidance for stopping negative causes &/or producing positive effects.

Do what you can to show your products & guidance boost effectiveness & efficiency.

If you help people achieve publicly visible effects, consider ways to display benefits. Example: After nonprofit group volunteers repair buildings or vehicles, volunteers could report how well your products & project plans work. If volunteers aren’t professional carpenters or mechanics, consumers can think they also can use the products & your guidance for similar results.

Volunteers’ reports could be perceived as impartial. Nonprofit groups often get publicity that promotes business sponsors.

Reasons for Results

Since product names & prices don’t explain why people need products, every offer should include information about beneficial results. Present information as a basis for accepting your offers if reasons for damage &/or obstacles interfering with repairs aren’t obvious.

Example: ‘Before you replace mold-damaged wood, check for reasons for mold growth. (Store) has information & kits for reducing mold to prevent damage from recurring. Unless you change conditions, mold will grow again soon after you finish repair work. Let’s review your needs & develop a full solution, including prevention.’

When customers say something doesn’t work for them, review what was good & bad before & during their projects. Asking ‘what went wrong’ implies something was/is wrong with the project.

Review customers’ expectations because their disappointment might be from a misunderstanding. If that misunderstanding continues, customers might miss benefits & you’d miss sales.

Example: ‘Sometimes people misunderstand how using (product 1) affects__. There are many things to consider, it’s why (store) customers get individual attention. I ask about your desires & needs because I want to be sure we both understand what you have & how to create what you want. (Product 2) won’t react with __, so you can avoid (problem) & still benefit with (result).’

Optimism Is Good. Awareness Is Better.

What should people know as they set priorities? What’s favorable or unfavorable for starting & establishing results? What has changed & what are effects of those changes? People might focus on perceived benefits & not consider other factors.

Examples: Though some plants thrived years ago, climate changes can make weather unfavorable for plants &/or favorable for insects that damage plants. Since invasive plants might grow faster than people expect & cause problems, urge people to buy from local stores instead of web sites.

People need guidance to remedy unfavorable factors. People might be tempted to skip preparation & quickly mitigate current or imminent problems.

It’s important to offer to review specific conditions & indicate precautions.

Precautions reduce uncertainty. People are more apt to invest in results & experiences when they’re sure about success.

After people have setbacks, you can help them restore confidence in themselves & circumstances. Review what was good & bad, so customers can build on what’s favorable plus eliminate & avoid whatever misfired.

You can help customers control (or at least influence) results with information about what to expect from products, methods & conditions.

Desires & Confidence Affect Motivation

Discomfort & pain drive desires for changes, but people are even more motivated when they’re confident about controlling or influencing results. Offer consultations about how your offers fit current conditions plus customers’ goals & budgets.

Consultation Example: ‘Have you noticed (problem)? How long has it happened? Did you ever have to (task)? What have your results been so far? Do you have these tools? Based on how I understand your answers, the fastest option is __. You can finish in 8 hours with this kit. It costs __. You might have to replace (product 1) in 5 years because it isn’t as strong as (product 2). Your best option could take 12 hours of work. The kit includes (product 2) & costs __. The results are more effective for __ years. As you review the instructions, are you comfortable with these methods? Do you need tutorials? What would reassure you about this kind of project? What else should we talk about?’

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

Copyright 2021 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/