Embracing the reality that no one else can fully understand our individual Business experiences, these thoughts fit well in the category:
“Easier said than done.”
1.) Value is a perception. Given that your Business is the BEST, each Stakeholder defines that differently. Regardless of what we believe, offer, and do, the value is subjective to the understanding of the Customer. When we understand “fully” what they need and want, a menu of options can be presented for their consideration. The first step to understanding is to Care; the second step is to Listen. Then, our Customers are interested in our ideas.
2.) People buy what they want, not what they need. Many times, they don’t know what they want. If we can broaden their horizons, they might want what we have. They just don’t know it, yet! Beyond the things they need, waits opportunity; Customers want solutions to problems. The bigger their problem: the greater the opportunity, for them and us. Rather than sell into a need, mutual benefit grows from letting them buy what they want.
3.) Commodities are subject to price manipulations; Uniqueness isn’t. One business appears to be just like the next. Until… we have “something” no one else can deliver. At that moment, the messenger becomes Priceless. Example: Plumbing supplies can be purchased by the Consumer at the “lowest” cost; their Value is dependent upon a Plumber knowing what to do with them. By knowing how to “fix the leaks,” we move from the problems of the Past through the Present Value into the opportunities of the Future.
By changing the rules of the traditional game, we can stand out, stand up, and stand for something special in the minds of those we serve.
At that moment, there are no competitors. We stand alone!