To succeed, one must change perspective and approach. People do not buy your products, but solutions to their problems
You know very well to offer a great product, and in fact your customers are well loyal and enthusiastic about you. But why, then, does the growth of your business stagnate? Why, if so many customers show appreciation for your services and products, do you struggle to acquire new ones?
It most likely depends on your marketing strategy, which fails to engage potential new customers by turning them into customers.
The problem with many companies is that they are based on a marketing model, which should be reviewed and updated. In order to better understand the problem, it is necessary to change perspective and analyze it from the end customer’s point of view.
The customer experience
Every time a customer purchases a product or a service, his customer experience (the way in which customers perceive the whole of their interaction with the company) goes through three phases …
- Phase A: The customer has a problem
- Phase B: You offer a solution
- Phase C: The customer gets a result
In this dynamic, marketing is all about you, and the message that comes to the customer is that you are offering him something.
The majority of marketing models, in fact, are basically self: you are the leader in the field, you’re the one that offers the most affordable price, thou art the most reliable one, you, you, you …
This is not particularly appealing to a customer, even just because it is the most widespread marketing model that does not help you stand out among other market players.
Focus on the customer and the problems to solve
And also, think about it for a moment: are customers more interested in you or the results they want to get?
We answer you with the words …
“We are naturally selfish animals.
Nobody cares about you and your products!
To me, customer, only interested in my problem and how to solve it!”
Let’s take an example. Imagine that you have to contact a specialist for a shoulder operation, and two doctors are presented to you.
The first tells you that he graduated with honors in a prestigious school that has twenty years of experience.
The second doctor, on the other hand, only tells you that 99% of his patients have recovered full shoulder function after 4 weeks of surgery.
Who will you choose? You will probably choose the second doctor, because what interests you are the results that guaranteed you.
How to overthrow the marketing model
This should make you understand that perhaps the time has come to overturn your marketing model, focusing it no longer on yourself but on the results that the customer can get, namely:
The customer has a problem → The customer gets the desired result.
You will therefore need to focus more on phases A and C and give less importance to phase B.
The first step is to make the client understand that you know and understand his problem (Phase A).
In fact, people will not buy from you because they understand what you’re selling, but because they will see you as someone who has understood their problems.
Instead of spending energy and resources talking about yourself, you should concentrate on making the client understand that you understand his situation, his needs, his desires.
There is an old adage, attributed to which reads …
“People do not want to buy a quarter inch drill. People want a quarter inch hole”
Customers buy results
Customers want to buy results, and what you sell them is nothing but a means to get them. Show them clearly what results you can help them get, and you’ll get them to buy what you sell.
The results we are talking about, in general, are translatable with an advantage or a benefit that the customer acquires to better conduct his professional or private life.
Save time, save money, earn money, be happier, be less stressed, are the results your customers want to achieve.
By focusing your message on phases A and C you will be able to attract their attention and involve them in the purchase of your product or service.
In summary …
- When you talk about your product (phase B), customers think, “OK, maybe I’ll buy it if and when I need it”.
- When you talk about their problem (phase A), customers say, “Wow, you really understood me!”
- When you talk about the results (phase C), customers say, “Wow, I want it!”
