An article by Donald Cooper, MBA...
Customer “ownership” starts with a clear understanding of who our target customers are...and what they really want from us. But trying to get inside their heads is not always easy. So, here are our 4 simple questions that have worked powerfully for hundreds of our clients.
Answering these questions, honestly and completely, will bring you a profound understanding of your customers and help you create hundreds of innovative “customer owning” service and marketing ideas.
When our target customers are buying or using what we sell, and when they’re doing business with us...
- 1. What are they tryingDO? Functionally, financially, emotionally, what are they really trying to do? How can we help them to do that more easily, more conveniently, or more effectively in a way that will give us a competitive advantage?
2(a). What do they want (or need) to KNOW ABOUT US in order to…
- be aware of us and understand all the value we offer,
- have confidence in us and trust us,
- to know how to find us...and to,
- have an efficient, uplifting, stress-free experience doing business with us?
What extraordinary things can we do to help them to know what they want or need to know about us?
2(b). What do they want (or need) to KNOW ABOUT WHAT WE SELL in order to…
- have confidence in themselves,
- make the best purchase decision for them,
- to get the most functional, emotional and financial value out of what they buy from us…and,
- have an efficient, uplifting and stress-free experience with what we sell?
What can we do to help them to know what they want and need to know about what we sell?
- 3. How do our target customers wantFEEL when they do business with us and every time they use what they buy from us? What are the many extraordinary things that we can proactively do to help them to feel this way at every point at which they “touch” our business and our products or services, in any way?
- 4. About how much do they expect to PAY? Price isn’t everything, but price is. Being too expensive is deadly…but so is being too inexpensive. Your pricing strategy is hugely important to your bottomA price increase of just 5% could increase your bottom line by as much as 70% to 80%.
That's it! These 4 questions are easier to ask than to answer but the resulting insights will amaze you! They will open you up to hundreds of marketing and service innovations that will “grab” your target customers, clearly differentiate you from your competitors, make you famous…and grow your bottom line.
Create a Task Force of a few of your best people and set aside just two hours to ask these 4 questions. Think and feel like a customer through every step of the process of choosing, buying and using what you sell…and then, get creative! Think awesome; think extraordinary; think “what has never been done before”. That’s how you’ll create customer “ownership”.