Tom Herman
What Makes YOU Your Customer's Best Choice?
What makes YOU your customer's best choice?
Of all the options available to them,
Why do they choose you?
You may ๐ฉ๐๐๐ฃ๐ you know, but have you ever asked them?
Get some clarity with this simple exercise:
โก๏ธ Have your team create a list of what they consider your companyโs competitive advantage(s). These represent reasons why your customers choose your product or service over other alternatives.
โก๏ธ Reach out to a group of your repeat customers and ask if they would be open to a brief conversation to help with a research question. Offer an incentive to boost participation if necessary.
โก๏ธ Ask the following questions to reveal why they choose your product/service. Record the conversations (with permission) or have a dedicated note-taker.
๐ค: What is it about our product, service, or company that keeps you coming back?
๐ค: What do we do better than other products or companies youโve tried?
๐ค: If you had 1 minute to convince a friend to switch to our product or service, what would you say?
๐ฃ๐ฟ๐ผ ๐๐ถ๐ฝ: Try to keep the tone and pace casual (think convo between friends vs. interrogation). Listen carefully and ask follow-up questions to encourage a deeper explanation. Try: Thatโs interesting, please tell me more, or You sound excited about that; why is that so important to you?
โก๏ธ Review the customer responses and create a second list.
โก๏ธ Compare your teamโs list to the customer list. Circle reasons that show up on ๐ฏ๐ผ๐๐ต lists and those ๐ผ๐ป๐น๐ on the customer list.
You now have a more accurate list of WHY your customers choose you over your competition.
Now, use what you've learned to sharpen your sales and marketing. ๐ฏ
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Is a lack of customer understanding holding your organization back? If so, reach out, we're here to help.