What All Customers Really Want - Creating Sticky Businesses
Below is a MRR and PLR article in category Internet Business -> subcategory Web Hosting.
What Customers Truly Desire: Building Irresistible Businesses
Creating a business that customers can’t resist involves understanding a fundamental truth: people don’t just buy products or services?"they buy solutions to their problems. While this axiom is widely accepted in sales and marketing, I often clarify its nuances for my consulting clients.
Despite the vast array of merchandise available today, customers are genuinely seeking three things:
1. Good Feelings
2. Solutions to Problems
3. Genuine Relationships
Understanding what your clients are truly purchasing is crucial. Top business consultants earn billions by helping companies grasp this simple concept.
Many in professional services?"whether brokers, accountants, lawyers, or doctors?"assume clients are buying their expertise. In these fields, expertise is often assumed rather than understood by the customer. For instance:
- I assume your legal advice is correct.
- I assume the estate plan you crafted is accurate.
- I assume the tax return you prepared is legal.
- I assume it’s my appendix that needs removal.
Customers, regardless of industry, buy the experience of doing business with you. As a professional, your role is to make that experience uniquely pleasant and memorable.
Corporate America has grappled with the realization that customers aren’t purchasing what businesses think they’re selling. Instead, they’re buying the experience.
Are You Clear on the Experience You’re Offering?
Consider these examples:
- I don’t buy insurance; I acquire peace of mind knowing you’re there when things go wrong.
- I don’t buy gifts for my children; I acquire the joy and pleasure they’ll experience with the gift.
- I don’t buy clothes; I acquire comfort and the unique experience of feeling stylish and attractive.
- I don’t buy food; I acquire relief from hunger and culinary enjoyment.
- I don’t buy software; I acquire time saved and the prestige of innovative solutions.
- I don’t buy pest control; I acquire the pleasure of a pest-free home.
- I don’t buy airline tickets; I acquire dependable, timely, and enjoyable travel to exciting destinations.
To boost sales, recognize that customers don’t simply purchase products. They invest in ideas, feelings, happiness, and positive experiences. This principle is worth keeping in mind during customer interactions.
Want to Boost Your Sales? Focus on the Experience.
This strategy has been a winning blueprint for companies like Disney. Notice they never just invite you to ride their rides?"they welcome you to the "Magic Kingdom." Disney understands that they’re selling an experience.
How does this relate to traffic and Search Engine Marketing? Quite significantly.
Many newcomers mistakenly believe they have a traffic problem. However, generating traffic is the easy part. Most online businesses face a conversion issue because they overlook this fundamental truth.
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