Creating Exceptional Experiences: The Only Real Differentiator
The internet has completely transformed the way we buy everything. Because buyers now have access to all the information they need to make purchase decisions, the only real way to meaningfully differentiate is to create exceptional experiences.
When Sellers Had The Upper Hand
Not long ago, the buying process (both consumer and B2B) was predicated on two things:
- Proximity to supply – What was available nearby. In the dark ages pre-internet, people would go to a physical location and choose products based on what was available.
- Availability of information – In the absence of real-time comparison data on things like features and pricing, buyers could either spend an absurd amount of time calling or visiting competing sellers or trust that they were getting the best deal.
Both of these options sound crazy in an age when comparing prices and features is default behavior. In the days when access to information was minimal and proximity was critical, sellers had the upper hand. Rest in peace, that era.
How Having Information Changed Buying Behavior
Whether you’re buying software for your company or a new appliance for your home, the fundamental approach to research, compare, buy, and recommend products and services have fundamentally changed. Let’s look at an example.
The Dryer That Doesn’t Dry
A few weeks ago, our clothes dryer became a wet clothes tumbler. Rather than serving its function, it instead existed to make wet clothes dizzy. And with a 4-month-old baby at home, there were plenty of items that needed to be washed and dried quickly.
When it was time to get a new dryer, I had a flashback to the way things used to be. I envisioned the phalanx of sales reps in formation around the outdated and overpriced appliances at Sears, and cringed. Would I have to engage those people I attempt to avoid contact with while pretending to read an important fake text on my phone? No.
Instead, my wife and I took to our tablets and started doing our research. We looked through hundreds of reviews online, and narrowed our choices down. We then went to our local Home Depot, and took the following photo, went online to compare prices, and made our purchase.
Taking Humanity Out Of Purchasing
The only time we talked to another human being was when we scheduled our delivery. Our entire purchase decision was guided by the reviews of others and comparison data that is ubiquitous.
The only human element throughout the process came when choosing which big box store to buy from. Since pricing was identical at two competing stores, our decision was based on which supplier had a better reputation for delivery and installation. One had negative reviews, the other was overwhelmingly positive. Easy decision.
The Longing For Personal Experience
Although we all benefit from having readily available data, a hassle-free sales experience with a few clicks, and cutthroat competitive pricing, something is missing. Something feels robotic and soulless. When everything we buy becomes a commodity, every purchase becomes transactional. There’s no emotional investment.
The entire concept of a “brand” is the fact that we place more value on the experience, perception, and meaning of a product than just the sum of its parts as a commodity. We don’t buy things solely on rational pricing and features, we buy them based on the way they make us feel; and we’re willing to pay a premium for that feeling. When done well, people become intensely loyal to a brand (think Apple), when done poorly, their hate is equally intense.
How Brands Can Create Exceptional Experiences
A while ago, I attended a panel that showed how New Balance made a strategic decision to focus on being intensely loved by a small set of customers rather than trying to be liked by the masses (I’m paraphrasing terribly, so here’s the original post). One of the examples centered on runners who want extremely light sneakers for marathons and road running; a small, yet highly connected community. While other companies might see the opportunity as too small, New Balance engaged the community, listened to what they wanted, and created a product that was custom made for them.
I am neither a road or marathon runner. But as a person that has size 14 feet, the idea of an ultra light sneaker appealed to me. I purchased a pair, and every aspect of the product from packaging to design is meant to delight the buyer. The attention to detail is amazing, and I’m a huge fan (even if I only use them while treadclimbing).
As a B2B Marketer, I’m trying to put the same concepts to work at MineralTree. Our product is aimed at Finance/Accounts Payable professionals who have been using antiquated processes to make business payments. Well before I joined, our product and design teams spent incredible time and effort trying to understand how we could make the entire payments process less painful. Their aspiration was to anticipate how CFOs and AP people wanted to work rather than having their software dictate workflows. Below is a screenshot of the product; Not what you’d expect in a boring Accounts Payable app. Note: I take no credit for this, and don’t intend this to be a shameless plug. Instead, I’m proud of the fact that our company has embraced this approach.
Conclusion
The way we buy has changed. We’ve been conditioned to compare options head-to-head, and if two options look similar, we’ll likely pick the cheaper option. If you want to stand out and create something that people love, create experiences that connect emotionally. People rarely fall in love with saving a few bucks.
My current brand crush is on Montblanc pens. I’ve always loved fountain pens, and have an emotional reaction to seeing how they write. It’s crazy, but it feels as if the words are more important and the process more valuable when writing with one. When you go to the Montblanc website and look through the fountain pens, you understand how much effort has been put into the brand and how people are supposed to perceive its products. Here’s my current favorite:
That pen cost $690. It is a completely irrational thing to want, and I can’t possibly justify spending that on a pen. I could easily go to Amazon and buy a $20 fountain pen that writes just as well. But it wouldn’t be the same. It just wouldn’t be the same experience.
