True Value: What Business are You Really In?
Do you know what you are really selling? Here’s a hint: it’s not the widgets on your inventory shelves, it’s not the thing that you do to or for your customers. It’s something more: it’s the change that results in your customers’ lives because of their interaction with you.
We know that our marketing materials need to talk more about benefits than features. But all too often, we define the benefits we provide for use in our marketing materials and then forget about them – we go back to our widgets and “that thing that we do”. What’s the big deal, you might say; if they’re already a customer, isn’t that all that matters?
Consumers (including businesses, if you are a B2B business) have an infinite number of choices to fill their needs. Your customers have a choice to work with you or…with someone else. They make the choice based upon the benefits received. On first pass, customer benefits look something like this:
- Ease of use
Dig a little deeper, and you’ll discover more intrinsic benefits like:
- Peace of mind
- Personal Pride
- Family Protection
If you want your customers to recognize the benefits that you bring to them, you need to do more than tell them. The benefits of doing business with you need to be part of every step you take in serving your customers and clients.
- Define the benefits you provide and narrow them down so that you can fit them on a notecard. Post that note card and focus on those 5-7 words every morning for 2-3 minutes. Let those benefits guide your day.
- Talk with staff members about the benefits that you provide to your customers. The benefits need to be in the front of their minds as well as yours.
What it boils down to are the same wants every one of us had in elementary school; we want to feel included, we want to be confident, we want to know that we are doing well. Fill those wants for your customers and clients, and they’ll come back to you over and over.