The 1 Change You Need to Make in Your Business in 2017
If you think of your customers’ purchases in a narrow focus, you are missing opportunities to be of greater use to them. Let’s take the retail giant Walmart as an example. Granted Walmart sells a large selection of products but if you visit their website you’ll note a “Tips & Ideas” section. There they have a plethora of ideas on various topics like beauty, health, entertaining, and more.
They are meeting customers’ larger needs by asking, “why do buyers purchase this product? What is it they really want?” and creating content that addresses those needs. For instance, why does anyone want to wear a pedometer? Because it’s stylish? No, generally they are trying to make a commitment to their health. If you sell pedometers, talking about features may be helpful if there’s a big differentiator between models, but most of the time there isn’t. If all you’re doing is providing the features of the item you sell, you are as unremarkable as your competition.
However, if you provide resources on fitness, best practices, tips, and ways to meet your goals, you are giving your customers something they need above and beyond a product. This is how you become a resource for them and build loyalty. Customers also share what they find valuable with friends and family.