It’s actually not about your product!

“Customers don’t buy what your company sells. They buy what those goods and services do for them.”

- Michael LeBoeuf[1]

According to LeBoeuf, customers are coming to you with their hard-earned money for only two things:

· Good feelings

· Solutions to problems

Forget about your products for a second.

A lot of businesses think that customers come to them to purchase the toys, clothes, cars, food, services they offer. But the moment you understand that your customers come to you for a) good feelings and b) solutions, you begin to craft your products in a way that solves their problems and gives them the pleasant feeling they’re looking for.

“Don’t sell me things. Sell me ideals, feelings, self-respect, home life and happiness.”

You should instead be focusing less on the product/service you sell and more on the customer and their experience. And to do this, you must understand your customer and how their mind works when it comes to consumerism.

“People buy emotionally and justify with logic.”

Understand that your customer will buy:

…what they find appealing; what they are emotionally drawn to.

This is the reason the “packaging” wave has over taken us. Because, naturally, I will buy what I am attracted to. We are emotional beings and our buying culture is determined a lot by our emotions. So, spend time on building a product or service that elicits positive emotions from your customer. The devil is in the details. If you sell clothing, make sure the finishing is done to a T. If you sell small chops, the presentation should make the consumer salivate.

…what solves their present problem.

In the quest to make your products emotionally appealing, don’t forget that they are supposed to serve a function; solve a problem. In order to do this well, you must know the problems of the people you are catering to. If you sell books, what are the majority of your customers looking for? Non-fiction? Self-help? Sci-fi? Short Stories? If you sell shoes, what are the customers you currently tend to always looking for? Heels? Trainers? Flats? Sandals?

If you always bear in mind that your customer requires these two things from your business, you are more like to streamline your products and services to meet these needs. And anyone who meets my needs becomes valuable to me.

[1] How To Win Customers & Keep Them For Life (2000). Michael LeBoeuf, Ph.D.