During this recession, small business owners keep asking the question, “Where is there a need and how can I fill it?”
But is that the right question to be asking? Author Michael Cage wants you to consider these points:
• People NEED to get their roof repaired … but they WANT on-time, courteous service, clean workers and a guarantee their roof won’t leak again.
• People NEED a computer network set up … but they WANT someone who understands their business, will suggest things to make it run smoother before a breakdown prompts it, and won’t make them feel stupid by talking geek to them.
• People NEED to have a cavity filled … but they WANT to look good and have a pain-free experience in a friendly office with warm people.
Here’s the point:
1. People price shop for what they need, and even that makes them grumpy.
2. People pay premium prices for what they want, and they love it.
Cage says if your business struggles with commodity pricing or if you have to “justify” your price more than once in a blue moon, you are focusing on what your customers or clients NEED, and aren’t paying attention to what they WANT. And that makes them begin to not want you!
So you’re probably smart to forget “find a need and fill it.”
As Cage suggests, “To soar above the competition you need to find a want, touch your market … and lead a movement.”
For more suggestions about how your small business can start serving “wants” instead of “needs,” send me an email at info@mittonmedia.com.
See you next time.
John Mitton
President
MITTONMedia®
Subscribe to:
Post Comments (Atom)
Posts
Excellent points John! And one way that people decide that your business offers what they want -- superior service, a great customer experience, and remarkable product -- is to read customer testimonials, reviews, and recommendations online. Just about every business advertises superior service and on-time performance, so just promising isn't very credible and it's often discounted by consumers. Evidence from customers and clients that your business really delivers what it promises is credible and very powerful in moving a prospect through the consideration phase to a purchase decision. When a business can gather customer recommendations and testimonials, the advertising should feature them.
ReplyDelete