Everyone wants a bargain, even you. But think back to the last time you went shopping for something important, or where quality mattered. You probably looked for the best price, didn't you? Then you looked at other models or versions that would do the same job. Eventually, you may have even settled on something slightly (or a lot!) more expensive. Why? Because of value. There was something about that other version you eventually bought, that you valued more than low price. Low price is, and always has been, a race to the bottom. If you compete only on price, and not on value, someone will provide a solution that costs less than yours.
So what to do? In our 5x5 Sharper Focus Business challenge, we prompt participants to think about one strategic question every day, like what is the value you deliver, that will ensure your client or customer is willing to pay more for what it is that you sell? Bain and company studied the elements of value, to take the guesswork out of it. They found there was a pyramid of value, much like Maslow's Hierarchy of Needs. Customers want value in one of four areas:
Look at those fresh new messages and materials. So exciting! New initiatives to launch. Shiny new toys to play with. But winter has dragged on, and your spring-themed campaign seems ill-timed just yet. The tools and techniques you've been using seem tired and trite. Or are they?
Marketing and sales often encounter a kind of ennui with their campaigns just before the change of season - and especially if the season doesn't seem to be changing as fast as it should. The common refrain is, "Our customers are tired of this! We've told them all about this already!" The reality is, you are not your customer's only focus. (There, we said it. Right out loud.) So while it may be true that they've heard your message, and that they're not sure you'll have anything new to say, this doldrums of delivery that you're in, is something you can change. In fact, it may not be that they are bored at all...it may be you who is just tired of sounding enthusiastic about the same old message. What are you to do?
Bear in mind that in sales, marketing, customer service...nearly anything that requires you to be customer-facing, attitude is altitude. Look for ways to recharge your batteries so you can put one last push on, before spring really does arrive. Start integrating a few new spring pieces of clothing into your wardrobe. Get a new haircut. Launch a new fitness routine. Begin a course that will make you sharper for the upcoming season. All of these will give you a feeling of accomplishment that will lift you up.
Next, check your assumptions. Visit clients and get a recap of their recall of key messages you've delivered this cycle. Make sure you correct any misperceptions so you're starting from the same page when new selling models or tools are introduced. Consider any knowledge gaps as you visualize who is ready to receive the message of your next campaign, and who can use just a bit more personal attention to get them there.
Lastly and most importantly, remind yourself and your team of your achievements. Consider a celebration and final team incentive challenge as you wind down winter and get ready for spring. Because although it might not seem like it on a stormy day, the sun really is on its way.
Do you have a global business, or are you considering expanding or exporting? You might know that we've been travelling this past week - to the UK and Germany. One of our favourite things to do when we're in a new market or a foreign country, is to explore an ordinary activity, and ask, "what's different here"?
Above is the condiments collection at a Sainsbury's cafeteria. The breakfasts were similar, with a few different menu items (even here in Canada the big breakfast doesn't differ that much from the Full English Breakfast). But this collection of condiments was very different than what we might receive with the average cheap and cheerful breakfast here at home. Some of the things that reminded us that every market develops in response to customers, not the other way around, included:
Condiments collections are adapted to local tastes, even in quite similar jurisdictions. Payment options varied from country to country. "Contactless" - the equivalent of our debit "tap" - was popular in the UK, but didn't always work with foreign cards like ours. In Germany, debit isn't an option in most places unless you have a local account. And although many products on the shelves were easily identifiable, even under new brand names, once in awhile there were packages and presentations that completely confounded us.
So what's all this got to do with you and your customers? Just a friendly reminder, that it's about what *they* want, not about what you want to give them. Do yourself a favour, and make sure you consider the small subtleties that put the local in your global offerings. You'll be glad you did.
Does this sound familiar? For me, I’m always surprised when I hear this, although I hear it over and over again. The easiest business to start is one that solves a problem, one that people will pay to have solved. Whether that’s creating delicious homemade cakes that make the person celebrating feel extra-special, to measuring air quality and helping clients to put systems in place to improve it so they can breathe better, or even providing custom home renovation services for someone with ideas but who’s all thumbs – businesses that solve problems or challenges are simply easier to sell. That’s because you don’t need to invest as much time educating the customer as to why they would want to solve that problem in the first place. They’re already actively looking for a solution!
Of course, the next step is a bit trickier: you also need to have the wherewithal to solve the problem. If you’re not a baker, or an environmental scientist, or handy with tools and building materials, none of our examples are going to be a fit for you. So what CAN you do? This is an area where mind-mapping can come in handy. The mind-map is a great tool for capturing a lot of free-flowing, uncensored ideas. Set a timer for 15 minutes – no more. This is more work than it sounds, and by then you’ll need a break from thinking. Get yourself a large piece of paper, or a white board, or a large expanse of wall and a stack of sticky notes. Start by writing down all the things you can do, that solve problems for people. Capture everything. Don’t try and narrow it down yet. What sorts of things do people ask you to do already, because you’re good at them, or you know how to do them in a unique way, or because those same people don’t know how to do them for themselves? Keep writing. If one “job” makes you think of another, great. Write that one down too. Just keep going until the timer tells you to stop. Although it might be tough to get started, I’m pretty certain you’ll be on a roll as you move toward the end of your 15 minutes. Ideas always bring more ideas.
Now, go get a drink of water, or a cup of tea, or take a little walk. Then come back to your mind-map. It’s time to start sorting. Which ones do you really like doing? Which are you uniquely qualified to do, more than most people? And here’s the million-dollar question: which will people pay you to do? Often the things you’re best at, or that are most enjoyable, don’t obviously intersect with what customers will pay for. It’s up to you to find that intersection between work that works for you, and work that’s lucrative enough to make a living. So while I never advocate working at work you dislike every day, if something feels like a real calling, AND you feel like you’re fairly compensated for doing it, you’ll be much more likely to stick with it when your business hits its inevitable valleys.
Do you have some ideas that look like they might actually be the start of a business? Great! Next time let’s talk about ways to see whether customers really will pay what you think they’ll pay – or in more technical language, defining and validating your value proposition.
Megann and Steve, Partners in PANOPTIKA, are working for our clients every day to help they need to know to make better decisions in their complex business environment.
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